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In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I had only a fuzzy notion of what a customer-journey content map might look like, how to make one, and why anyone would bother. It turns out, this map looks like a spreadsheet. You make one by filling the cells.
E pluribus unum. Out of many, one. Flip the words around, and you’ve got E unum pluribus. Or maybe E unibus plurum. At any rate, you’ve got the savvy marketer’s motto: Out of one, many. Out of one piece of content, many pieces. Or how about this twist: Out of one subject-matter-expert interview, many pieces of content.
Two weeks. That’s how long it takes a certain financial-services company to post a tweet. “If it takes you two weeks to get a tweet out, you’re doing it wrong.” So says Robert Rose, CMI’s chief content adviser, who told this story at the Intelligent Content Conference in his talk, Structured Experiences: Content at the Speed of Culture.
Do you use social media with SEO strategies in mind? If not, says Josepf Haslam, senior director of social SEO at Education Dynamics, you might as well be pouring water into the moat of a sandcastle — the evidence of your effort disappears in the blink of an eye. Solid SEO practices are like a “concrete foundation” for your social media moat.
“I like the energy.” That’s how a friend recently described the e-newsletter written by CMI Chief Strategy Officer Robert Rose. Content Strategy for Marketers started in January 2015. Week after week, Robert gives us peeks into his consultations with clients who are slogging it out every day in the trenches of marketing. One thing I like about Robert’s tales is their immediacy.
Small screens, big screens. Screens. Screens. Screens. Oh, how many screens you’ve seen! Few people know about Dr. Seuss’ The Screen Book, sequel to The Foot Book. OK, he never wrote The Screen Book, but had he lived a few more decades, he might have. Electronic devices today are as numerous, diverse, and move-around-able as the world’s feet.
Michelangelo famously claimed that when he sculpted, he simply removed the extraneous. He didn’t so much create human forms as liberate them. He wasn’t imposing his vision on slabs of stone; he was revealing the figures within. What if we adopted this mindset with personas? What if, instead of creating personas from our imaginations, we found out everything we could about the ...
Ever been part of a team that skipped over creating personas to get to the “real work”? Or maybe you had personas, but everyone ignored them. Personas are easy to dismiss. The problem with ignoring personas – as Ardath Albee pointed out at the Intelligent Content Conference in her talk, How to Develop Audience Personas That You’ll Actually Use – is that companies go out of b ...
If you’re looking for smarter ways to use content technology in your marketing, I hope that this story inspires you as it has me. It’s about two of my colleagues at the Content Marketing Institute – IT Director Dave Anthony and E-media Manager Laura Kozak – who put heads together to automate a tedious, unscalable website task, saving Laura time and improving the experience for the CMI audience.
The day has come: Your boss signed off on your proposal to get the help your marketing team needs from a content strategist. Great! Gulp. What skills should you look for in a content strategist? What are some good questions to ask? Where and how can you find the right help? Here’s advice from some of the experts who spoke at the 2016 Intelligent Content Conference.
We’ve all felt the dead weight of it: ROT (redundant, outdated, or trivial content) hanging around our necks. We’ve been bogged down by far-from-perfect processes, unsystematic systems, and not-quite-right technology. Content – planning it, producing it, and managing it – can feel like more of a burden than a business asset.
Editor’s note: You may have missed this article when CMI published it on another blog last year. We’re sharing it now because adaptive content holds more promise than ever for marketers who want to scale their efforts. Hey, there. I know you. I understand where you are. I get what you’re going through. I just might have what you need right now.
I miss things that are right in front of my face. I spend long minutes scouring the parking lot for my car or searching the cupboard for a certain spice, only to realize – sometimes with the help of someone standing next to me – that the thing I want, need, and know like the back of my eyelids has been sitting in my line of sight the whole time. Marketing can be like that.
What’s your company’s most distinctive trait? What’s the most important thing your company does? What’s the main reason people should do business with your company? Do you know? Does everyone in your company know? Do your organization’s blog posts, podcasts, videos, emails, and other communications convey the answers to these questions in one way or another day after day? Consistency like t.
Barbara’s small audience had heard it all before. Her message was the epitome of ho-hum. Bo-ring. I’m talking boy-do-my-cuticles-need-a-trim boring. Except that it wasn’t. Coming from her, that same-old-same-old content, typically delivered as a mindless spiel, had us all looking straight at her. Barbara is a flight attendant.
Last year, I interviewed IBM’s Andrea Ames, whose job title alone makes me tired: enterprise content experience strategist, architect, and designer. In this article, I share some steal-worthy ideas from that interview – ideas that can help you, as a marketer, scale your content processes and provide your customers with more remarkable experiences.
“Quick story.” If that phrase makes you think of CMI Chief Strategy Officer Robert Rose, you’ve probably been following Content Strategy for Marketers, the weekly newsletter that he kicked off a year ago. Every Saturday, subscribers eavesdrop on his conversations, learn about what he’s reading or watching or listening to, and discover, as he weaves one quick story into anothe ...
Content inventories. Content audits. The terms alone can strike fear into the heart of any marketer. Many of us aren’t sure what these inventories and audits look like or why, exactly, they exist. We sense vaguely that they’re big and messy, like monsters lurking in the closet. We avoid thinking about them, figuring that if they’re important, someday someone will do something about them.
Do you ever feel confused about which members of your digital content team should make what decisions and when? Do you even know who all the team members are and what they do? Do you sometimes smell ROT (information that’s redundant, outdated, or trivial) and wish that your organization had a better process for maintaining its old content so that customers were more likely to discover only con.
I recently attended a workshop in which we created a customer-journey map for content planning. Before doing this exercise, I had only a fuzzy notion of what a customer-journey content map might look like, how to make one, and why anyone would bother. It turns out, this map looks like a spreadsheet. You make one by filling the cells.