Do your customers know the right words to search for? Does marketing refer to your product one way while the tech team refers to it another? Inconsistent word use causes confusion within your company and negatively affects customers’ perception of your brand. So what causes … Read More
Small scope content strategies (podcast)
In episode 64 of The Content Strategy Experts podcast, Gretyl Kinsey and Alan Pringle talk about content strategies that have a limited or smaller scope. “When you are limited it may slow you down, but at least you’re moving forward. It’s baby steps. It’s increments. It’s important … Read More
Content accounting: Calculating value of content in the enterprise
This white paper is also available in PDF format. The challenge of content value Content value is a hot topic in marketing and technical communication. In the publishing industry, the connection between content and value is clear. A publisher sells a book (or film or … Read More
Trick or treat? Halloween content strategy
If done properly, a new content strategy will bring added value to your organization. The transition itself is not always easy, and the success of the projects depends on your stakeholders. Much like trick or treating, you never know what to expect when someone “opens … Read More
Content strategy pitfalls: best practices (podcast, part 2)
In episode 62 of The Content Strategy Experts podcast, Gretyl Kinsey and Bill Swallow continue their discussion from episode 61 and talk about best practices for planning. “You need to be mindful about how what you’re doing is going to impact other groups. You can’t … Read More
Content strategy pitfalls: planning (podcast, part 1)
In episode 61 of The Content Strategy Experts podcast, Gretyl Kinsey and Bill Swallow return to our content strategy pitfalls series with a discussion about planning. “Another thing that is really helpful is doing a pilot project or proof of concept, because that can help … Read More
Smarter marcom content
Smarter marcom content has advantages, but marketers are used to writing and formatting content at the same time. Smart content separates writing and formatting. Although getting used to this separation may take some effort, the benefits are well worth it. Most content has an implicit … Read More
Unifying content after a merger (podcast)
In episode 58 of the Content Strategy Experts Podcast, Elizabeth Patterson and Sarah O’Keefe discuss how to unify content after a merger. In terms of pushback or in terms of change management, what we have to do is ask, “What does this other team do … Read More
Enterprise content strategy: Putting the pieces together (podcast)
In episode 57, Sarah O’Keefe and Bill Swallow look at content strategy across different disciplines and how an enterprise-level content strategy can grow from departmental efforts.
ROI for content strategy: getting around roadblocks
When you want to put new content development processes in place, proving the return on investment (ROI) of your strategy is one of the most effective ways to get buy-in from managers or executives. You can calculate ROI by showing how much money you’re currently … Read More