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June 12, 2013

Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts

Vanessa Fox and Vanessa Casavant answering questions after the session

5 impacts of a strong content strategy:

  1. Voice and tone: voiceandtone.com – Mailchimp styleguide crafted around users’ feelings. This helps the brand always speak the same way, regardless of the topic
  2. Inventory and audit: what content do we have? What content do we want? What content do users want?
  3. Consistent templates: on doing an inventory, REI found 32 custom headers. Four types of video players. Unifying them would speed up content deployment
  4. Real meta data: not the HTML kind, but data that helps you categorize and pivot on content
  5. Structure and modeling: findability, portability and reusability is enabled

Read more of Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts.




June 11, 2013

SMX Advanced 2013: Getting Curation Right

Content Curation Panel at SMX Advanced 2013

A bunch of SMXers filled the Harbor Dining Room with a view of the bay in comfy Herman Miller chairs. We learned a lot of tools and tips for content curation, content that gets shared in social media. Brent Csutoras (@brentcsutoras) of Kairay Media kicked off the session. What is Content Curation? Content curation is the act […]




May 15, 2013

How to Make a Graphic-Text Mash-up to Promote Blog Content on Facebook

panda on Dreamstime stock photo service

As a community manager and a blogger, I have 2 main needs for images:

1. Including them in BCI blog posts to break up text and add visual interest
2. Posting images to social media to share blog and other BCI content

What you’ll know by the end of reading this is:

  • Where I get images, both free and paid services
  • How to make a graphic-text mash-up using Google Drive that will get noticed in the midst of noisy Facebook, Twitter and Google+ streams

Read more of How to Make a Graphic-Text Mash-up to Promote Blog Content on Facebook.




May 2, 2013

10 Steps to Improve Your Content Strategy (and Your Marriage, If You’re Into That)

Guy smiling with girl

It’s a very, say… interesting… point in your career as a search marketer when you begin to draw parallels between the optimization you do for websites, and the (potential or actual) “optimization” you do for your own personal growth purposes. And I don’t mean “myself as a brand” personal growth purposes — I mean straight-up […]




April 30, 2013

How to Save Your Marriage with Content Marketing Strategy (Yes, You Heard Me Right)

Happy couple giving the thumbs up in front of a laptop computer

Imagine how much better our relationships would be if we all took the time to figure out who we are (truly, at the heart of it all), who we want to be, and how we can best represent our true selves to the world with honesty, consistency, and integrity. What if, armed with this new […]




April 8, 2013

Business Blogging: How to Hit the Sweet Spot of Social Engagement and Revenue Driver

blog success metrics

You’ve heard your SEO or marketing consultant recommend a blog, and you get it. After all, a blog allows you to do lots of great things for your business:

  • Put a face on your company.
  • Do reputation management, to deal with negative feedback.
  • Strengthen the focus of your site with new ideas and content.
  • Publish funny, entertaining or otherwise “viral” content that will get you attention online.

You know that blogging for your customers will build trust in your brand and improve users’ experience with you, making them more likely to associate themselves with you in the future. But you still have questions. Like, what can I expect the blog to contribute to sales? And if not directly connected to sales, how will I measure the blog’s success?

Read on for the answers in Business Blogging: How to Hit the Sweet Spot of Social Engagement and Revenue Driver.




February 22, 2013

Lessons from the Intelligent Content Conference

DonDraper_Dead_MichaelWeiss

Mad Men, content as gold (or currency) and the interactive realities now coming to life via e-books, social reader apps and mobile devices were hot topics at the Intelligent Content Conference held earlier this month in San Francisco.

The 5th annual event focuses on advanced information creation, management and delivery strategies and had a number of great sessions for anyone who deals with content—not just creators but information architects and strategists, too.

According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends report from the Content Marketing Institute and Marketing Profs, the #1 challenge content marketers face is producing enough content.

In my line of work, I focus on daily challenges faced by curators and creators who are trying to bulk up their owned media. The insights here are weighted heavily toward that audience. But there have been tremendous shifts in publishing. Every company is getting into the game and the need for intelligent content is now critical. This conference taught me a lot and is a great resource for any content creator who wants their content to be viable in the future.

Read the full post of insights from the Intelligent Content Conference.




February 13, 2013

The Ultimate Content Marketing Strategy Guide

business-idea_800x806

Content, marketing, SEO — it’s all the same to me. And that’s exactly how you should approach your content marketing strategy. Every good project start has a great exploration phase before the strategy can be put together. The questions you ask upfront, the research you put in, the benchmarks you set and the expectations you define are all part of a great content marketing plan. So today, I’m going to share with you a guide for the content marketing plan outline — a great start to creating a thorough content marketing strategy.

This is not an exhaustive list by any means, but a fantastic start to touching every part of a business so you have the data you need. What comes next is creativity and flexibility — how you will use this data to create a great strategy for the business, and how that will change over time based on performance, new data or new initiatives.

Whether you’re in-house, at an agency or a consultant, and whether you’re brainstorming with your team or discussing these questions with the expert, the research process is key. Use this content marketing questionnaire as a template you can grow and change as time goes on to make it more robust.

Read more of The Ultimate Content Marketing Plan Outline.




January 30, 2013

5 Ways to Improve Blog Visibility ASAP

h

Clients often ask us about blogging best practices, and how to increase the visibility and quality of content on their blog. This is a big question to answer, and an even bigger answer to give. True, a blog is an extension of your site (in some cases, a blog is the entire site). So you need to apply SEO best practices to your blog as a foundation. But blogging is also a social activity rooted in publishing.

Yes, blogging is part of your company’s social activities. It’s the content that’s fed through the social sphere. Without content, social media would not exist. It’s that stuff people share and connect through. And your blog needs to become a part of that.

So today, I’m going to share with you some small tweaks you can make to your blogging activity that will help strengthen the relationship between your community and the social networks.




January 22, 2013

Science Confirms Pics Are Worth 1,000 Words

dinosaur milk

The image above is in a rotating banner along the front page of National Geographic today. To think that little dino babies could have nursed on mama dino’s little teats! I’m a sucker for ancient reptiles, and am myself mom to a creature of prehistoric persuasion. So I wanted to know, were dinosaurs and mammals […]




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