Tag Archive | Content Strategy

The Future of Search

This is an interesting presentation from slideshare.net about the future of search engines and understanding search queries, not just indexing pages.

What’s the future of search? And does it mean that the future of search marketing is just “good marketing”?

Content Strategy – No one cares about your content (yet.)

What is the connection between human interaction and content strategy ?

In the next video Cliff Seal will how content strategy is more than content for your site.

In this session, we will refresh how you view your own web content by seeing it through the eyes of the user, and we will discuss methods of improving UX by employing simple and effective psychology alongside common-sense SEO.

We will also explore how methods of effective in-person conversation can be applied to web content strategy. Then, since better prospects will be finding and reading your content, I will show you how to target your audience, measure the results, and constantly improve your outreach.

The slides from the video are bellow:

The Bruce Lee Guide to Strategic Content

As a follow-up to my last post about content strategy here, a guide to strategic content from Steve Floyd.

This is a high view of content strategy.

Diagram describing the critical components that Brain Traffic considers in every content strategy

Diagram describing the critical components that Brain Traffic considers in every content strategy. Graphic by Brain Traffic

Content strategy is more than a blog, a white-paper or an editorial calendar.

What does it all come down to ?

In his interesting article (http://www.axzm.com/bruce-lee-guide-to-strategic-content), Steve Floyd gives us a few clues :

Over the years, our approach to content strategy has evolved into a simple 3 step process that involves proactively collecting critical deliverables that are interdependent to the execution of the project.

Gather Govern Grow

More detailed information about the three steps in content strategy can be found at http://www.axzm.com/bruce-lee-guide-to-strategic-content.

Why Our Content SUCKS. And How To Make It BETTER!

In an interesting presentation from www.slideshare.net we get an insight into how to create great content.

Why Our Content SUCKS. And How To Make It BETTER! from Jonathon Colman @jcolman

10 Ways Our Content Sucks

  • We think of content as just being another commodity instead of a mission-critical business asset
  • We publish as much content as possible instead of curating a compelling collection
  • We don’t plan, edit, or schedule our content, so we’re not relevant or ready for an opportunity (nor for a crisis)
  • We planned, but failed to get content support instead of building our base
  • Our content is useless, unusable, and/or inconsistent instead of being clear and complete
  • We design first and then just plug the content in later instead of designing from the content out
  • Our platform dictates how our content works instead of our content shaping the platform
  • Our content doesn’t have structure, so it’s neither responsive nor adaptive and can’t be reused
  • We don’t use metadata to describe our content so it can’t be found without Google because our on-site nav and search don’t work
  • We don’t think beyond the page, so our content isn’t portable to new social and media platforms

Content Strategy

The good news is that there is a solution for this with Content Strategy.

According to wikipedia, content strategy is :

Content strategy refers to the planning, development, and management of informational content—written or in other media.

Content strategy has been described as “…the practice of planning the content creation, delivery, and governance.” and “a repeatable system that defines the entire editorial content development process for a website development project.”

The processes behind content strategy and more information about it can be found bellow.

Approaches to web content strategy

Approaches to web content strategy (Photo credit: richardjingram)

Also, more information about this presentation can be found at http://www.jonathoncolman.org/2013/02/24/why-our-content-sucks/.

A list of related resources about content strategy can be found at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/.