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Tag Archives for: content

Taming the Content Vortex

Anyone who works with content will instantly get the title of this blog. Managing an organization’s content can make you feel like you are standing in the midst of a vortex: a swirl of demands, [...]

 

Beyond the PDF: The Case for Content Innovation

Beyond the PDF: The Case for Content Innovation B2B content strategy has evolved significantly in the past few years with leading brands considering the information needs of the multiple [...]

 

Tell Me a Story: Creating Content That Inspires

Who doesn’t love a good story? I’m always in awe of that special breed that can draw you in and keep your attention to the very end. So no big surprise that the morning keynote kicking off [...]

 

Community Content: Primed for Improvement

As you may have read last week in my colleague Brenda Todd’s post: Community Vibrancy – What Does it Take?, our team has been spending a lot of time studying communities – again! Our research [...]

 

Strategic Approach Required to Reach the B2B Buying Center

By now, it’s a well-accepted concept that buyers have deep product knowledge and are well-versed in their potential benefits long before the formal sales process begins. And, there are lots of [...]

 

Content Forensics: A Six Step Process

Great content roadmaps result from two things: customer obsession and organizational alignment. The first refers to the need to go beyond sectors and segments to deep knowledge of the customer and [...]

 

The Hitchhiker’s Guide to a Content Journey

Forgive the marketing speak for a minute, but I want to talk about the purchase decision process and why content journeys are so important for brands embarking on or executing their content strategy. [...]

 

Coffee Talk: Boosting Community Engagement

This morning, I met up with a couple of industry friends to kick around a few ideas on how to take a venerable community to a new level of engagement. Like many folks in the tech space, their [...]

 

Content By Any Other Name…

What do you learn when you visit nearly 100 support portals or public knowledge bases (KB) in a short period of time? Here are five observations from just such a recent journey that I took as part of [...]

 

WOMMnext = TERMSnext

The WOMMnext conference, sponsored by the Word of Mouth Marketing Association (WOMMA), focused on what’s next in WOM. It had four tracks that concentrated on: new research, new platforms, new [...]