10 Nov 2013

5 ways your content marketing can go off the rails (without a strategy)

5 ways your content marketing can go off the rails (without a strategy)

You’ve decided to adopt a formal content marketing program to help generate more leads, build awareness and close sales faster. All the marketing gurus swear by the benefits of content marketing — it’s a sure way to get the results you’re not necessarily getting with more traditional marketing communications. But before you dive in, it’s […]

30 Sep 2013

Is 2014 your year for content strategy?

Is 2014 your year for content strategy?

Everybody’s talking about this-ism, that-ism … and content strategy. The phrase has entered the mainstream marketing vernacular, and many companies are waking up to the idea that content strategy can lead them forward and help them solve many of their marketing and communication, even business, challenges. We have one thing to say about this: yes. […]

19 Sep 2013

Structured content: what does it mean and how do I do it?

Structured content: what does it mean and how do I do it?

It’s time to set our content free: to allow it to live anywhere, appear on any device and in any format, without “breaking.” As content strategists and developers, we need to start liberating our content — and the only way to do that is to put more structure around it. There’s a lot of good […]

18 Sep 2013

CS Forum 2013: don’t stop believing

CS Forum 2013: don’t stop believing

Three years ago, a bunch of content people got together in Paris and caused a massive eruption. Actually, that was a volcano up in Iceland … but the first Content Strategy Forum in 2010 was the beginning of a productive and vibrant conversation about content strategy. Back then, Kristina Halvorson of Brain Traffic told the […]

18 Sep 2013

Q&A on thought leadership and content strategy with Forrester’s Laura Ramos

Q&A on thought leadership and content strategy with Forrester’s Laura Ramos

Last week, I presented on The Content Strategy of Thought Leadership at the Content Strategy Forum 2013 in Helsinki, Finland, discussing how organizations should demonstrate true thought leadership and how a content strategy can support their efforts. Laura Ramos from Forrester writes extensively on this topic, and she was kind enough to provide some insights […]

11 Jun 2013

There be zombies: why now is the time to embrace structured content – Karen McGrane

There be zombies: why now is the time to embrace structured content – Karen McGrane

Since the dawn of the World Wide Web, content publishers have tried to create content for webpages the same way they would for print — using WYSIWYG editors to publish content as if they were printing to a laser printer. But the rise of mobile, and a future of Internet-enabled devices with small screens, speech-based […]

11 Jun 2013

Successful personalization depends on content strategy: Kevin Nichols

Successful personalization depends on content strategy: Kevin Nichols

Many brands aspire to deliver a personalized experience to their users and customers based on how they want to interact. But without fully considering and mapping out the customer journey, personalization can fail miserably — causing a more frustrating and negative experience than if the content hadn’t been personalized at all. Sapient’s Kevin Nichols delivered […]

9 Jun 2013

Austerity measures: lessons from the GOV.UK redesign – Sarah Richards

Austerity measures: lessons from the GOV.UK redesign – Sarah Richards

I almost passed up Sarah Richards’ excellent session “Revolutionizing Government Content” simply because our agency doesn’t work on many government projects. But the lessons from Sarah’s experience redesigning GOV.UK, the British government website, apply to any complex organization’s content — and the work of her team was an inspiration to any practicing content strategist. Sarah […]

8 Jun 2013

Finding and using your voice: Tiffani Jones Brown

Finding and using your voice: Tiffani Jones Brown

Your brand voice influences the feelings people have about your organization, and can be one of the most powerful ways you have to build trust and loyalty. But it’s also the one thing you can’t fake — it has to be authentic. Tiffani Jones-Brown knows this well. As a writer and content strategist at Pinterest, […]

8 Jun 2013

Confab 2013 Minneapolis: preparing for the future

Confab 2013 Minneapolis: preparing for the future

The entire Suite Seven team traveled to Minneapolis last week to attend Confab 2013, the content strategy conference now in its third year. Several hundred content strategists (and their funky eyeglasses and good shoes) attended from all over the country — lots of familiar faces, but a huge percentage of newcomers too. In its third […]