In content strategy, when we talk about "governance," we mean how you make decisions. Many organizations think about their content in a very tactical way: How much do we have? Who creates it? Where does it go? Those are all important questions. But … [Continue reading]
Hear Laura Creekmore on the Enterprise Marketer Podcast
I taught a workshop at Content Marketing World this year, called Content Strategy 101. About 40 of us spent the afternoon walking through the elements of content strategy, thinking about audience, strategy, operations, governance and analytics. I've … [Continue reading]
Sure, Your Technology Is Transformative
So why isn't your customer experience? There. I said it out loud. It sucks to be your customer. Why? You don't list the size information on the product page. Or you do list size information, but it's generic for any brand, and you sell … [Continue reading]
The Content Role in Your Brand Experience
People ask me fairly often when and how content should be included in the product design process, or in a marketing campaign. I have to admit, these questions confused me for a long time. I finally realized that my own perspective gave me … [Continue reading]
Content Review: Your Least Favorite Activity
How do I know reviewing already-published content is your least favorite activity? Because you never do it. I know that because I found the page on your website promoting the 2014 pricing. And the registration link for the event you held 3 months … [Continue reading]
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