Strategy Is Change
As I write this in mid-November, a great majority of organizations are engaged in the curious annual ritual known as “strategic planning” — the often rote process by which forecasts are honed, spreadsheets cells populated, templates turned into documents designed to guide a year’s worth of activity. If this sounds like a familiar grind for […]
If Content is the Answer, then What’s the Question?
In early 2007, I wrote a piece for Mediapost about the need for brand marketers to become video content makers. It began, There’s an old advertising joke that goes like this: “The answer is a 30-second spot. Now, what’s the question?” Fast forward eight years and you could make a similar joke with one ironic twist. […]
Are You Making These Monstrous Content Mistakes?
For Halloween, our thoughts have turned to the insidious content strategy blindspots that hide the monsters killing your results. So in the spirit of the season, we thought we’d take a look at some common bugaboos that can creep into any company’s content operations. But never fear — we’re here with a bag of treats and just […]
The Content Doctor Will See You Now
“I can’t wait to go to my annual physical appointment,” said no one ever. “I wish I could get lab work done every day,” said no one ever. “Outta my way, let me onto that scale!” said probably not many people. You see where I’m going with this. For the most part, we cringe a little […]
10 Content Strategy Questions Every Organization Must Answer
Sound strategy — whether corporate, business, marketing or content — comes from asking the right questions, with why being chief among the questions you should ask. Well, effective execution of your strategy requires that you ask (and answer) the right questions too. After all, a strategy is only as good as your organization’s ability to execute […]
Why Content Is the Answer to Sales & Marketing Alignment
What will it take for sales and marketing to break bread? Could content be the answer to align sales and marketing once and for all?
Wise Content Strategists Ask “Who” 10 Times
Content is a team sport. One that requires commitment, cooperation and collaboration — not only within your core content team but across organizational silos. You can’t do it all alone (and you wouldn’t want to!), so it’s important to know who will own each key element of your program. And to know who, you need […]
A Tale of Two Content Marketers
If you’re reading this blog, I don’t need to tell you that in recent years there’s been a wave of information about the importance of content, specifically digital marketing or ‘content marketing’. Spurred on by significant updates to how Google delivers search results, emphasis has been placed on regularly updated, high quality content. This has […]
The 5 E’s of Content Excellence
For content to work, it all starts with purpose. Too many organizations fall prey to the idea that more is more, and end up creating buckets of content that go unused or miss the mark altogether. The way to avoid this common pitfall is to always assign and infuse a purpose into your content – […]
Three Ways Your Mom Content May Miss the Mark
When brands or start-ups say they want to target moms, what do they really mean? Focusing on moms as an umbrella category is well and good as a starting point, but when you think about the fact that census.gov estimates more than 85 million moms in the U.S. alone, there’s nothing too targeted about it. What […]
