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The Discipline of Content Strategy

The Discipline of Content Strategy
We, the people who make websites, have been talking for fifteen years about user experience, information architecture, content management systems, coding, metadata, visual design, user research, and all the other disciplines that facilitate our users’ abilities to find and consume content. Article Continues Below Weirdly, though, we haven’t been talking about the meat of the matter. We haven’t been talking about the content itself. Yeah, yeah. We know how to write for online readers. But who among us is asking the scary, important questions about content, such as “What’s the point?” As a community, we’re rather quiet on the matter of content. Do you think it’s a coincidence, then, that web content is, for the most part, crap? Dealing with content is messy. And yet, the web is content. And that’s where content strategy comes in. What is Content Strategy? Content strategy plans for the creation, publication, and governance of useful, usable content. At its best, a content strategy defines: BUT.

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The Future of Content Marketing Isn't in Marketing Content As content continues to become an ever-important staple for businesses of all shapes and sizes, I thought it’d be interesting to share some thoughts on what the future of content might look like. However, instead of sharing just my own thoughts, I wanted to bring you what the future of content looks like for some of the folks I look up to and respect in this space. This mini-series will bring you some of the web’s most critical thinkers when it comes to content – hopefully you’ll enjoy reading as much as I did, and these thoughts will spark ideas of your own on what the future of this thing we call content looks like. Today’s thoughts come from Richard Becker, president of Copywrite, Ink. The Future of Content Marketing Isn’t in Marketing Content

Content Strategy: The Philosophy of Data Not that familiar with “content strategy?” That’s ok. It’s in my job title, and I struggle every time I’m asked what I do for a living. Many people have no idea what it means, but even more people bring their own (wrong) assumptions to the conversation. Three approaches to Intranet Strategy The web professional's online magazine of choice. In: Columns > IAnything Goes By Jeff Lash Published on March 13, 2003 Intranets have become immensely popular over the past few years. While they were usually found only in large organizations five to ten years ago, the past few years have seen companies, non-profits, and institutions of all sizes beginning to see the value of creating a Web site specifically for internal use.

Zac Vineyard’s Blog - How to Add a www Resolve to Apache for Better SEO I wrote a book last summer. If you're interested in getting an introduction to creating websites with PyroCMS, please checkout my book Website Development with PyroCMS. It will give you a great overview of all the best features of PyroCMS. I must say that, even though we’ve seen an upwelling of information about business ethics since scandals like Enron, I’m inclined to agree with many of the arguments set forth in John Maxwell’s book There’s No Such Thing as Business Ethics. His allegiance to the idea that only personal ethics exist—not business ethics—points toward one resolution that could help guide every business decision: the Golden Rule. Learn how to build your own Christmas music light show using a Raspberry Pi using a little Python, a midi-listening C script, and a whole bunch of lights.

B2B Marketers: Think More Like Brand Marketers You’d think there would’ve been more people like me at the Brand Innovators "mega-trends" in digital marketing conference. In fairness, the event was targeted at top digital marketers who work at leading consumer brands and agencies. So what was a B2B marketer like me doing there? I wanted a glimpse into the future of B2B marketing. How to Do A Site Audit There are a lot of different reasons why people need a site audit. For example, you may be transferring a project from an old team to a new team that needs to understand the project what they're taking over. Or maybe there's an internal management change inside a large organization. For example, in an audit I'm doing now, the site was managed by one team and now they're splitting up the company and that team is not going to manage the site anymore. The people taking over have no experience with the site and they want to find out what they're dealing with. Was it Done Right?

Determining the ROI of Enterprise 2.0 Despite recent statistics showing that Enterprise 2.0 tools have spread to about a third of businesses globally, there remain ongoing questions being asked in the enterprise software community about the real returns that they provide to businesses that deploy them.Many IT solutions create value only after traveling through an indirect chain of cause and effect. Certainly blogs, wikis, and social networks are popular on public networks, but does that translate to meaningful bottom line value to organizations? In other words, is Enterprise 2.0 truly strategic in the unique way that information technology can so often be? This is a key question since actual penetration of these tools is almost certainly lower than the one third figure I mention above. Most organizations today, even the ones where the applications are available to employees currently, are not yet exhorting workers to adopt these tools en masse despite a suite of compelling arguments and a growing set of case studies.

How To Design Your Own Infographics Introduction Infographics seem to be a real trend today, with new ones popping up daily on all sorts of subjects. From mortgages to ice cream, estimating software to infographics about infographics, there is very little now that hasn't been 'visualised' in some form. Many people don't realise that the term information graphic, or 'infographic' was first coined over 100 years ago, with the Coxcomb chart by Florence Nightingale in 1857 being one of earliest recognised examples. They have existed in many forms since then, but only in the past few years have infographics developed into the art form we know today.

Mixing Video With Email Marketing: Four Inspiring Examples and Three Quick Tips Video can be key to conversions and sales, a recent study confirms. For email marketers, using video should be a no-brainer, but the email-video combo still feels like a rare pairing. Only 25% of marketers surveyed last year reported that they used video in their marketing, and a quick look at my own inbox supports that statistic. But the emails with video are the ones that I (and many others) find most memorable, so why aren't more marketers using them? If you've been at this marketing thing for a while, you know that video and email were tough to combine: You had to find a place to host the video, and you had to create a custom thumbnail to include in your email.

A spreadsheet could be breaking your digital strategy If those who control the purse strings of digital continue to think of it as a capital cost they will kill it’s effectiveness. Subscribe to these audio posts using iTunes or RSS | Download Audio Some days I feel like a failure. I pride myself on my ability to show management the importance of digital. To encourage them to restructure so they can better serve their connected consumers. I have even become somewhat of an expert at transforming organisational culture to be more user friendly.

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