Articles

Tag: it strategy (page 6)

  • Content Marketers: Ditch the Clickbait and Focus on User Needs

    Content Marketers: Ditch the Clickbait and Focus on User Needs

    Experts put content marketing on a pedestal, but practitioners remain surprisingly skeptical. Although 88 percent of B2B marketers have adopted content marketing, according to the Content Marketing Institute’s 2016 B2B survey report, 70 percent of those marketers don’t believe that their strategies are effective. Well, effective at what? Avoid Sacrificing Intention for Attention Content

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  • What 4 Content Marketers Learned From 4 Content Marketing Experiments

    What 4 Content Marketers Learned From 4 Content Marketing Experiments

    Earlier this year, I wrote about how four content marketers were planning to experiment with different ways to make their content stand out from the crowd.

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  • Reward Outcomes, Not Inputs

    Reward Outcomes, Not Inputs

    Traditional pre-digital organizations reward production and a focus on hierarchy. Digital organizations reward consumption, and a focus on the customer and the network.  Why? Because digital is a bridge between production and consumption. So much consumption occurs digitally today. Big data is consumption data.

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  • 4 Agile Principles for the Modern Marketer

    4 Agile Principles for the Modern Marketer

    Consider this for a moment: According to the Pew Research Center, just a decade ago only 11 percent of people used social media, and no one had even heard of the sharing economy. Today, we order everything online and it seems like almost everyone has a smartphone.

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  • 6 Ways to Break the Content Deadlock in Personalization

    6 Ways to Break the Content Deadlock in Personalization

    Did you want to jump into personalization, but saw the train move out of the station before you got started?  Most marketers are further behind in their personalization game than you would realize. Research by McKinsey indicates that while 64 percent of retailers surveyed considered personalization among their top three

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  • How Content Modeling Helps Set Your Content Free

    How Content Modeling Helps Set Your Content Free

    Once upon a time, we lived in a browser-centric world.  Today, it’s mobile, not the browser, that sits at the center of our digital experiences. We consume content on the go. We ask questions to Siri, Cortana and Alexa, and they give us answers.

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  • Why Readability Scores Are Killing Your Content

    Why Readability Scores Are Killing Your Content

    Ever stepped on a scale and hated the number you saw?  A side-by-side comparison was floating around Facebook recently. It showed the same woman taking a selfie. On the left she looked thin but flabby. On the right she was built and beautiful.  The caption? “I weigh 165 lbs.

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  • Quality Over Quantity: Publish Less, Audit More

    Quality Over Quantity: Publish Less, Audit More

    Would you go on a diet if you knew you'd gain 65 percent of your weight loss back? Would you work an 80-hour week if 65 percent of your output was never used? Believe it or not, these are the kinds of inefficiencies we're seeing in the content we create.

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  • How to Prime Your Digital Workplace Strategy for Success

    How to Prime Your Digital Workplace Strategy for Success

    The traditional intranet is being replaced with a wide array of disconnected systems: for example, Slack for instant chat, JIRA for project management and Google Docs for co-authoring. But using disparate systems comes with problems.

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  • Marketers: Solve the Mystery of Your Missing Customers

    Marketers: Solve the Mystery of Your Missing Customers

    In the age of the empowered consumer, CMOs are struggling to differentiate their brand and engage with consumers on their terms. If you're like most CMOs, you have so much on your plate that simply executing that next campaign feels like a win.

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  • Ecommerce Innovation Builds Your Competitive Advantage

    Ecommerce Innovation Builds Your Competitive Advantage

    Ecommerce companies are jumping into strategies pioneered by the content industry to differentiate themselves from the competition.  As I discussed in my previous post, we’re seeing tried-and-true tactics from the content side, such as consistent customer journeys and omnichannel content re-use, permeating the ecommerce world.

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  • Developing a Digital Workplace Strategy for SharePoint

    Developing a Digital Workplace Strategy for SharePoint

    Shifting to a digital workplace is as much about a cultural change as it is about technology.

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  • Enough Already About the Value of Content

    Enough Already About the Value of Content

    I am sick of reading everyone’s trends for 2017 about content value: “For 2017 it’s not quantity, it’s quality.” “Marketers will be producing for value, not volume.” “You’ll see better content out there, not more content out there.” Right. Because marketers are always looking to produce content with no value.

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  • Content Inventories Don't Have to Bog You Down: Use Random Sampling

    Content Inventories Don't Have to Bog You Down: Use Random Sampling

    We have a problem. As an industry, we have two shortcomings in our approach to reviewing content: 1) we look too narrowly at improving our digital presences (i.e., just looking at “our” part of a website) and 2) we look at content a bit too literally (i.e.

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