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Category Archives: All Content Strategy Questions

2010 Content Strategy Conferences

By | January 7, 2010 |

Looking for a 2011 Content Strategy Conference? 2010 has barely taken off, and I’m already hearing from colleagues and clients about their firm resolutions to maximize digital content assets. We will focus on content this year! Content will give us an edge. We will optimize and maximize our content across platforms. We will assign dedicated resources to create and maintain content. We will know what we’re measuring and continue to improve. We will interact with our fans and customers on a regular basis. One way to find new creative and effective content strategy and content marketing ideas and tactics is…

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How do we leave customers with an awesome feeling?

By | December 22, 2009 |

So I’m spending some time with my invoicing system — not my most favorite thing to do, though I do appreciate the simplicity of FreshBooks — and I get stuck. I’m not sure if it’s a user experience problem or a me problem. I contact customer service via an online form. The next day, I get an email from Grace, explaining that what I wanted to do wasn’t a core function, but there was an easy work-around. The email came from an “info@” address, and though I was sure it would go into a folder somewhere on some server, I…

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Help! We have writer’s block. How do we start writing well?

By | November 25, 2009 |

You have lots of (let’s say blog) ideas for your business and profession. You’ve considered your audience, your niche subject matter, how you’ll publish, and the value your sincere and transparent writing will provide the world. You have even considered the benefits and drawbacks of starting a blog. And you’re ready. Super ready. But. You just can’t. Start. Writing. Here are some ideas that have helped me get over writer’s block that I gave to my friend and colleague over Vietnamese soup

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How do we encourage repeat visitors to our website?

By | November 19, 2009 |

This sign reminded me of something us Web site content strategists and marketers don’t like to think about: the end of a site user experience. The bounce. The exit. People will leave. It’s inevitable. But can you help guarantee their return? Sure. 6 Easy Ways to Increase Repeat Visits to Your Site Here are a few ideas to help inspire people to return to your site: Give them a reason to come back in the first place. Provide valuable, dynamic, evolving content: ideas, articles, pictures,

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How do we get people to fall in love with our product?

By | August 26, 2009 |

Content Marketing Works … When People Fall in Love With Your Story Every year I search for a pair of summer sandals that are: A. Stylish enough to wear with a sundress B. Comfortable enough to wear all day at Disneyland (Not that I do either very often.) And every year, I fail. Except this year. This year, I found myself at REI — originally surfing the camping gear — in the hanging flop aisle. Sporty flops. Shower flops. Surf flops. No Shelly flops. About to

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How do I find the best writers?

By | August 17, 2009 |

Getting the Words Right for Your Project Finding and hiring a professional contract, full-time, or freelance writer can be difficult. Here’s how to make it easy. 1. Know Who You’re Looking For Find a writer that is an expert

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Content creation takes time. Any shortcuts?

By | August 11, 2009 |

There Is No Shortcut (Sorry) I recently picked up a new magazine that featured beautiful photography and great writing. At home, I flipped through and spotted a story from David Sedaris. (Yeah!) But I had read it before. (Boo.) Some of the photos I realized I had seen before. The whole publication appeared to be licensed content. Not a bad thing, licensing content. Especially licensing great content, as this magazine did. But when you license everything … you’re not unique. In fact,

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What are the best email subject lines?

By | August 3, 2009 |

I have a dedicated email address for advertisements from my favorite brands, and I scan through the subject lines, oh, once a week or so. Most get deleted. Yes, I want gray suede shoes, but I’m resisting. Delete. I don’t need a new batch of business cards. Delete. I’d like to win a trip to Hawaii, but I’m not going to bite. Delete. Then some are just delightful, even if I’m not in the market. Like the recent email I received from The Parker in

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Any grassroots campaign content advice?

By | July 24, 2009 |

Grassroots campaigns are much like social media campaigns. Or at least, they should be. Here’s a quick story. Two people with clipboards are flanking the grocery store exit. I steel myself to avoid eye contact. One takes a half step toward me. “Do you believe in ….?” Grr, shake, turning away. Wait: “What did you say?” He repeats. It’s a political question. And Yes. I do believe. I stop. Nice catch, bearded grassroots guy. But after his spiel — which was not necessary, I already said Yes — he wants a credit

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Any quick SEO writing or editing tips to refresh the site?

By | July 1, 2009 |

You take extra care to ensure your content on your marketing materials, business cards, and Web site are accurate, compelling, and drive your primary message. But what about your organic brand? This is what people see in the organic search results (not the paid search ads) when they search for you. They may search for your brand name, a generic industry-specific word, or a niche word to have you rise up in search results. How do you look? Try This Open a new “private” window in your favorite browser (to avoid cookies). Type your brand name

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