25 Jun 2014

When brands break their promise

When brands break their promise

Earlier this month, the San Francisco Chronicle published the results of research it did into Airbnb rentals around the city and how they may affect the cost and availability of actual housing for the people who live there. To be clear, my intention is not to pick a side in SF’s emotional housing debate or […]

27 May 2014

With content marketing, the devil’s in the details

With content marketing, the devil’s in the details

I’ve got a peeve. It’s not the biggest annoyance in the world, but it does stop me in my tracks every time I encounter it. Maybe I’m being too literal (it wouldn’t be the first time). I just filled out a form so I could download a company’s white paper. No problem with that for […]

12 May 2014

The solutions to the world’s problems: buried in content no one reads?

The solutions to the world’s problems: buried in content no one reads?

What if there was information out there that could end world hunger tomorrow? Reverse climate change? Fix unemployment? There very well could be! We just can’t find it because it’s hidden away in some inaccessible place on someone’s website. Why do so many organizations create content without any regard for how, when and where people […]

24 Apr 2014

Hey, marketing leaders, do you know where your website project is?

Hey, marketing leaders, do you know where your website project is?

Your website is the #1 strategic communications vehicle for your company. It may be the first or only place where prospects initiate engagement with your brand, and it’s a precious opportunity to present your company’s messaging in an unfiltered state, exactly the way you want. More than any other medium, your website is your company’s […]

16 Apr 2014

7 website performance problems and how content strategy can help

7 website performance problems and how content strategy can help

When a website is underperforming, one logical response is to consider a redesign. Now, “redesign” can mean different things to different people — from refreshing just the look and feel to reworking certain user interactions or sections to completely re-architecting the structure of the site. The nature of your performance issues will determine the extent […]

7 Mar 2014

Oh, what a feeling: content that makes an emotional impact

Oh, what a feeling: content that makes an emotional impact

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This much-circulated quote has been attributed to author Maya Angelou, and while I’m always skeptical of provenance when it comes to famous-person quotes online, I like the spirit of the […]

24 Feb 2014

It’s 2014 — do you know where your content is?

It’s 2014 — do you know where your content is?

We don’t cover enough metaphysics on this blog, so here’s something to ponder: If content is published but no one can find it, does it still exist? We’re being tongue-in-cheek, but the point is the ecosystem where your content lives needs to support findability. Otherwise, you’re undermining your own success. Architecture isn’t just for bricks […]

19 Feb 2014

Creating content that begs to be read right now

Creating content that begs to be read right now

As part of our series on what makes for quality content, let’s tackle timeliness and accuracy, two things that can bring even the greatest content to its knees if not given due consideration. In both cases, you’ll want to swap your writer hat for your editor hat (or pass your content to whomever serves as […]

8 Jan 2014

What IKEA can teach us about helping customers

What IKEA can teach us about helping customers

An article about IKEA in The New York Times Magazine got me thinking about how the big-box-store customer experience can be similar to the user experience on a large company website. The article’s author describes how, years earlier, he and his wife went to an IKEA but left quickly. They found the store “a crowded, […]

19 Nov 2013

Keep up with Google: 4 things you need to do with your content

Keep up with Google: 4 things you need to do with your content

In my previous post, I talked about Google’s new search algorithm, Hummingbird, and the search giant’s evolution from link engine to answer engine. Next, let’s look at what you can do, in the absence of keyword data and traditional SEO tricks, to make your content Google-friendly. Even before Hummingbird launched, Google’s Panda and Penguin updates […]