Articles

Tag: content strategy (page 7)

  • Mobile Performance Anxiety? You're Not Alone

    Mobile Performance Anxiety? You're Not Alone

    What can brands do to improve customer relationships on mobile? And why is brand engagement on mobile so important? The answer is rooted in two unavoidable realities. Customers today are mobile – an IDG Global Mobile Survey  last year found that mobile device use is now ubiquitous.

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  • The Future of SEO is Not SEO

    The Future of SEO is Not SEO

    Search engine optimization, as all traditional definitions describe it, is going to become obsolete. And the change has already begun. The Internet has always been a landgrab. It started with domain name poaching and infrastructure oligopolies. Then we moved onto gaming search engines.

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  • We Need a Measure for Customer Effort

    What the text of a particular link means to someone will be influenced by the task they are trying to complete.  Recently I watched as customers tried to find configuration information for Product X.

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  • FAQs are the Dinosaurs of Web Navigation

    The purpose of classification, navigation and search is to deal with customers’ frequently asked questions (FAQs). The concept of the FAQ simply doesn’t make sense. It’s a carryover from the early days of IT and the Web, where, essentially, designers were too inexperienced to design a proper information architecture.

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  • Pair Writing: A Revolution in Content Creation

    There is an accepted wisdom that content creation must be a solitary activity if you want quality and creativity. But this is a consequence of the content tools (pens, typewriters) that have been available. As collaborative, network-oriented content tools emerge, we will see a lot more collaboratively created content.

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  • Marketers Beware: Terrifying Pitfalls of the Viral Meme

    Marketers Beware: Terrifying Pitfalls of the Viral Meme

    Viral content has gone viral. Several people, including many of my Facebook friends, have referenced or forwarded the King of Clickbait article by Andrew Marantz in the New Yorker. It's taking off like wild fire. Yes, it's gone viral.

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  • Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

    Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

    This from the recent Forrester report, "Social Relationship Strategies That Work," which suggests that more often than not, the carefully crafted messages they post on social media essentially go off into space. Customers either miss them or ignore them.

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  • The Continued Decline of the Homepage

    Google is your new homepage. Every page you have is a homepage for someone. We must think beyond the traditional homepage. “The value of the homepage is decreasing,” a leaked New York Times report stated in May 2014. “Only a third of our readers ever visit it.

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  • SEO is Killing Content Quality

    Search engine optimization (SEO) tips include website design best practices for how to get Google to rank your content higher in search engine results placement or SERP. In fact, the preceding sentence is a great example of just how cumbersome this practice has made Web-based communications.

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  • Your Content is a Promise to Your Customers

    The content an organization publishes online is increasingly contributing to how customers regard that organization’s brand.  When was the last time you ever met someone from Amazon? When was the last time you had a phone call with someone from Amazon? Probably never.

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  • How to Become a Best-In-Class Content Marketer

    How to Become a Best-In-Class Content Marketer

    B2B marketers with documented content marketing strategies consider their organizations more effective at content marketing, and can better track ROI over those with verbal or no strategies, according to the latest research by the Content Marketing Institute (CMI).

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  • 5 Ways Pitch Perfect Should Inform Your Content Strategy

    After nine months spent writing a book about content, content marketing and content strategy, I felt brain dead. My husband lovingly suggested we take our family away to the beach so I could “recover” for a few days.

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  • The Trick to Content Marketing? Keep It Simple #OOW14

    The Trick to Content Marketing? Keep It Simple #OOW14

    Content marketing isn't that complicated. Just create content, attract customers, close sales. Right? Not really. Most marketers either miss some of the basics or put too much effort into creating the content itself, according to a pair of Oracle customer success consultants who spoke at Oracle OpenWorld yesterday.

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  • Content Is the Foundation of the Buyer's Journey

    Content Is the Foundation of the Buyer's Journey

    Companies that are serious about the user experience on their website should already be thinking about buyer personas and the buyer’s journey, two of the most important components of website strategy. A persona is a made up person that represents one or more of your target audiences for the website.

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