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All posts by Shelly Bowen

What’s the best way to repurpose content?

By | February 5, 2019 |

Refresh. Redirect. Repurpose. If you haven’t done a content audit of your publicly facing website content in the last 12 months, you are due. It’s the number one way to discover lots of ways to repurpose content, and repurposing is the number one way to cut back on content creation costs while optimizing your site for visitors and SEO. Here’s how to get started repurposing content: Start with a content inventory. An inventory simply lists and makes you aware of all the content that you have available for people to find. Here’s one way to check: type “site:www.yoursite.com” without the…

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How do we create a useful white paper?

By | January 29, 2019 |

I’ve been getting a LOT of questions about whitepapers lately. What’s the purpose of a white paper? How long should it be? Do you have a white paper template? How much technical detail do we include in a white paper? Want a White Paper? Ask These 6 Questions First The answers, of course, lie in what your expected results of creating a white paper are. Let’s start there. Before you start writing, have all stakeholders answer these questions: Who should read the white paper? Will they read it? How are you hoping to be perceived after they read it? What…

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2019 content and messaging conferences and events: are they worth It?

By | January 17, 2019 |

Should you attend one or more of these sometimes pricey content strategy and corporate messaging related conferences? Communicating with your audiences effectively is probably the most important thing you can do next to having a profitable business strategy. Content, communications, messaging: whatever you call it, it influences all aspects of business, from attracting the right audience and helping them make a decision, to being considered the thought leader in your industry and closing a deal. Education, connection, collaboration: it’s all a part of the Magic Layer of content strategy, and you can find it at conferences. So yes, it’s definitely…

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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 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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