was successfully added to your cart.

Category Archives: Content Management

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…

Read More

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…

Read More

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…

Read More

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…

Read More

2017 content strategy conferences: which ones are best?

By | January 19, 2017 |

Which conferences are best for content strategists? The best content strategy conferences in 2017 will focus on the things you want to learn … and the people you want to meet. There are hands-on how-to conferences, marketing-focused conferences, inspirational and ideation conferences … the important thing is to get out there and see what people are thinking, creating, and sharing. And meet people. Lots of people. Here’s a selection of 2017 conferences that content strategists, content managers, and web writers might be interested in.

Read More

Why aren’t my leads converting? (Slides and podcast)

By | November 3, 2016 |

Nine Common Content Strategy Mistakes Why Aren’t My Leads Converting? 9 Common Mistakes from Shelly Bowen In the last eight years working with clients at Pybop, I’ve seen some trends. Especially with regard to converting leads to loyal … subscribers, buyers, patients, students or or whatever you’re helping your audience do. Flip through these slides or listen to this follow up podcast at the San Diego American Marketing Association.

Read More

Email frequency: how often should we email leads?

By | June 28, 2016 |

Promise Value … Then Live Up to It. One of the best ways to collect quality email addresses from your target audience is to promise something of value. Then follow through on that value. But then … how frequently can you email them without them unsubscribing?

Read More

Content audit and content inventory: what’s the difference?

By | January 26, 2016 |

When you’re hiring to a content strategist, it’s good to clarify terms like content inventory, especially within a content strategy proposal. People have different ideas about what’s included in each phase of a content strategy process — and that’s okay. As long we clarify definitions and set expectations. So what’s the difference between a content audit and content inventory? And when does a content analysis start? Here are the definitions we use at Pybop:

Read More

What are the benefits of a content audit?

By | January 25, 2016 |

“The more content the better, right? So why bother doing a content audit? And why do you recommend doing one every six months to a year?” Great question. A content audit (also frequently called a content inventory) is like opening up the hood of your car and realizing that your engine has been taken over by squirrels. Okay, not exactly like that. But the content audit is certainly revealing and often surprising to clients. Here’s what I discovered in the last few website content audits I’ve completed:

Read More

What if our content gets copied … and we’re flattered?

By | January 22, 2016 |

It’s never okay to copy someone else’s content  … or to be copied … without permission, even if the source is credited. I do, however, understand the feelings of flattery when your content gets copied. Especially when it’s copied by a bigger or more popular source than yours, and you’d like a relationship with them. But before you let it slide, please understand copying is  copyright infringement. Also, repetitive content on the web can hurt your SEO. What’s more, with copied content, true attribution becomes fuzzy, so even though it has a credit, it may be missed. Here’s how to…

Read More