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Category Archives: Content Marketing

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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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?

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Can content strategy help with inbound marketing?

By | May 9, 2016 |

It’s easier to close a client who finds you than one you go out and find. For sure. So how can we help them find us? Inbound marketing. Thought leadership. And first impressions. Think about becoming a magnet for the right audience. Become easily findable, irresistible, and believable. Here’s where to start.

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Do you have a Content Strategy Spring Cleaning Checklist?

By | April 18, 2013 |

If you’re anything like me, you’ve been busy focusing on projects, campaigns and customers … and not your own brand. It’s time to do a reality check and some content strategy spring cleaning (for my brands, as well!). Review Your Core Messaging Go back and review your core messaging document. Have your goals and objectives shifted? Are your priorities still top priorities? Update as needed and share with the team. HINT: Your core messaging document should specifically indicate what’s most important to your business and target audience, including: product/service features, benefits of using said features, and reasons to believe in…

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What’s the definition of content marketing?

By | February 13, 2012 |

What’s your definition of content marketing? How does it relate to content strategy? Here are some definitions of content marketing to chew on, by a content strategist and some online content marketers and internet marketing professionals.

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Help! I’m having trouble getting blog traction …

By | January 26, 2012 |

About That Blog You’re Planning … Yeah, that one. The one that seems difficult to get started. Let’s talk about that. But first, a story about tea. I recently had to give up caffeine. Not forever, I hope. But for now, I’ve switched from morning French Roast to tea. I know next to nothing about tea, except that I like black and green teas and both are caffeinated. I poked around at major tea company websites, Yogi Tea, Celestial Seasonings, The Republic of Tea, but I didn’t find much. What am I looking for? I guess I want to fall…

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Can a content strategist also be a visual communicator?

By | November 10, 2011 |

Absolutely! Content strategy involves all methods of communicating — not just text, but also art, video, audio, etc. I even apply it to random situations, like, just recently, I volunteered to raise money for a good cause. Along with all the top-notch, award-winning creative agencies in San Diego — I volunteered to decorate a canvas for Ad2 San Diego Cause Marketing Night to benefit My Girlfriend’s Closet, a non-profit organization that clothes teen girls in need. What was I thinking? Watch a Content Strategist Paint for a Good Cause from Shelly Bowen on Vimeo. [Link to video above: http://vimeo.com/31911404] At…

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Do I need a video content strategy?

By | September 7, 2010 |

With digital video cameras now so easily accessible and usable, just about anyone can create video content for their business — but, clearly, not everyone is considering video content strategy or video production best practices. Interview with Bekah Christie, video producer. This article is part of a series called On Content Strategy: Real-World Perspectives from Niche Industries by Shelly Bowen.

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