There’s quite a bit of talk these days about quality vs. quantity when it comes to our content strategy. The discussion usually centers on the question of how much content we should we publish. Sometimes the question is channel-centric: How often should we blog? How often should we tweet? How often should we email? These
Our Intelligent Content Conference was held recently, marking the true purpose of this “Content Strategy for Marketers” newsletter – these weekly ramblings from me. I write this on a plane after an exhausting and rewarding three days of wonderful content strategy talk. I was grateful to meet so many of you and experience so many
How do you define quality content? Ask a movie studio or a television executive, and you may hear something like this: “Quality content is that which attracts the biggest audience.” In other words, the content itself matters less than the number of people who consume it. This attitude certainly accounts for much of reality television.
You’ve all heard the story of Henry Ford commenting on the automobile: “If I had asked people what they wanted, they would have said faster horses.” There is a fair amount of debate as to whether he actually said this, but certainly the sentiment rings true. Ask customers what improvement they would like, and they’ll
Get ready for the pushback. As Buffalo Springfield said, “There’s battle lines being drawn Nobody’s right if everybody’s wrong Young people speaking their minds Getting so much resistance from behind” My colleague Joe wrote a post called “It’s Going To Get Weird” in which he laid out 2016 as a year where content marketing is
What does your content say about your organization? This is a question I posed to a CMO in Europe. I had been speaking at an event and had used a slide that I often use these days. It says, “Content is what we are.” If you attended the Intelligent Content Conference last year – an
Every new year our inboxes are full of predictions about what will or won’t happen in the year to come. The forecast is for these seven buzzwords to die, only to be replaced by four others. This data-driven strategy is wrong. This new and improved data-driven strategy will prevail. We will, of course, no longer
Around Christmas I’m always reminded of the gift of frustration. I’m at the end of what has become a much more involved home renovation than it should have been. (Has there ever been an easy home renovation?). As the project winds down, there is plenty of frustration with the contractors and subcontractors on this job.
There’s a quote I love by Chicago Sun Times columnist Sydney Harris. He said people use “the words ‘information’ and ‘communication’ interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” You could change out “content” for “information” in that sentence. I wrapped up a consulting and advisory engagement with
It’s important that we begin resetting our notions of content’s function in business. For the businesses I’ve talked with, the challenge was never “How are we ever going to create enough content?” It was, rather, “How the hell are we going to manage the deluge of content we are creating?” If businesses stopped to consider