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How can content strategy improve content marketing performance?

By | June 6, 2018 |

The Benefits of a Content Marketing Framework Every content marketing initiative needs a structure, often called a content marketing architecture or content marketing framework, to be effective. A content marketing framework should be a part of every ongoing content strategy initiative. Why? Let’s check out the benefits: MEET MARKETING GOALS: A content marketing framework ensures your content aligns with your organization’s goals. Everything you write and create will become intentional and have a specific purpose. This value-add content leads to improved audience perception, memory, and action. WRITER EFFICIENCY: How long to your content writers and creators twiddle pencils and stare…

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We missed the GDPR deadline. How do I update my content?

By | May 25, 2018 |

Transparency and Consent Is a Good Thing Today, new European regulations went into effect to help increase transparency and intentional consent of information you, as an organization collect about your visiting audience (especially Europeans). GDPR stands for General Data Protection Regulation. My favorite explanation of these regulations so far come in the form of a BBC quiz. (Though of course, as a content strategist, the correct answer should have been more instantly and clearly obvious in the results.) Essentially, to be in compliance with GDPR, you need to make personal information you collect about your audience available to them, it…

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2018-2019 Content Strategy Events: Which ones are best?

By | May 23, 2018 |

Here are the best content strategy conferences over the next 12 or so months for you to recommend to your talented writers, editors, and content strategists. Imagine the benefits you’ll reap from a well-informed, inspired content professional in charge of your messaging! Are these global content, design, and inspirational conferences on your radar to educate your content team? Are we missing a new or favorite content event? Let us know in the comments or contact us. 2018 CONTENT STRATEGY CONFERENCES March 2018 IA Summit (Information Architecture), Chicago, IL Intelligent Content Conference, Content Strategy for Marketers, Las Vegas, NV SMX West, San…

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What’s included in content strategy kickoff?

By | April 24, 2018 |

Your Content Strategy Kickoff Setting expectations throughout a project is obviously important, but I still often forget to address this question: what’s on the agenda for a content strategy kickoff? And who should attend? Each project is different of course. Your meeting with the content strategist might be in person or virtual. Invite anyone who will either be hands-on involved in touching or influencing the content or who needs to sign off on it. Including stakeholders in the content strategy process is extremely important. If they understand the context and approach to your project, the more likely they’ll be satisfied…

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What are your mobile editing best practices?

By | April 12, 2018 |

I was recently invited to speak to some local San Diego writers and editors about mobile editing best practices. For the most part, mobile editing best practices are the same as web editing best practices. With just a few tweaks. Nine Mobile Editing and Writing Best Practices Here are 9 mobile editing best practices you need to consider when thinking about mobile content. Also check out the full presentation. All digital content should be mobile friendly. If you are a digital editor or writer, you are a mobile editor and writer too. Prioritize your core messages with key stakeholders. Create scannable,…

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What does an audience journey map entail?

By | April 4, 2018 |

Why Create an Audience Journey Map? An audience journey map — or user journey map or audience mapping — is the path your audience takes from becoming aware of your company and brand all the way through to becoming a loyal client or customer. The journey answers questions like: Where do they start? When and why do they take action? Benefits of User Journey Mapping Improved user experience Avoid missed opportunities Capture more hearts and minds (that is, email addresses) Discover content optimization and creation opportunities Place calls to action more appropriately Bring people back to your site and close…

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How is content strategy for health organizations different?

By | February 15, 2018 |

Pharmaceutical, medical device, healthcare systems … they are all designed to help people live better lives, while staying fiscally healthy themselves. Companies and their content professionals must strive to balance the needs of the patient with the needs of the organization in their health content strategy. The more patient-centric the organization’s mission, the easier the job. That said, content strategy for health and healthcare organizations isn’t that much different from other business-, consumer- or student-focused entities. The audience comes first. We all know it, yet rarely do we see it practiced in the wild. After supporting a variety of health-related…

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Where does content strategy fit in to a website design process?

By | June 22, 2017 |

When do you involve your content strategist when you’re working on a website design? At the beginning, middle, or end? Here’s a fairly common website design and redesign process, step by step, with a snapshot of your content strategist’s role along the way. The Website Redesign Process (and Your Content Strategist’s Role) 1. Vision and Direction Your content strategist should be part of your discussions about big business goals, audience needs, and detailed project objectives. Also, s/he should set up meetings with key stakeholders to create or review: Core messaging priorities (also called a hierarchy) Measurement markers Brand charter (often…

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What’s so wrong with FAQs? (And six ways to improve them)

By | June 19, 2017 |

Your website’s FAQ page is working hard to sabotage you. At some point during your content strategy and content writing process, you’ll end up with some loose ends; content that you don’t want to call too much attention to, but you don’t want to delete because it’s important stuff — these are FAQs. It happens to just about every content strategy project. But if you’re tempted to gather up all that miscellaneous and toss them onto an FAQ page, then bury the link in the footer and link to it “subtly” throughout the content as needed, please wait. This strategy…

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How frequently should we create and send content?

By | May 29, 2017 |

Let’s Talk About Content Strategy and Consistency I attended the Palm Springs Photo Festival recently, and the one message that hit home with me — other than being a photographer is a dang competitive and soul-slapping profession — is the need for consistency. Consistency is one of those nebulous things like relationships and collaboration that I talk about in content strategy’s Magic Layer. It’s hard to pin down, but without it, your brand and user experience would fall apart. Consistency can mean different things. Consistent Means Frequency Create consistent work, specifically personal work Consistently reach out to influencers, buyers, and…

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