Three Type of Behavior Change: Part of the Content Strategy Basics series. Behavior change is usually an important component of content marketing strategy. There are many types of behavior change, but you can distill these down to three that matter to brand marketers. Behavior Change #1: Try my product. You’re not using my product, so I… Continue reading 3 Types of Behavior Change for Marketers
SEO & SEM: The Dynamic Duo of Website Traffic | Content Strategy Basics
Search engine marketing (SEM) and search engine optimization (SEO) are essential techniques for driving users to your website properties. These core tactics are similar, but not the same. SEM and SEO are often confused, particularly since these acronyms only differ by one letter. Of course, if they were the same thing, we wouldn’t name them… Continue reading SEO & SEM: The Dynamic Duo of Website Traffic | Content Strategy Basics
HIGHLIGHTED: Everybody Writes by Ann Handley
Writing is easy. Writing well is hard. (But with some practice, you can do it.) If you’re a content marketer, you probably spend a lot of time at the keyboard. You may not think of your emails, tweets, and creative briefs as “writing with a capital W,” but it is writing nonetheless. You may as… Continue reading HIGHLIGHTED: Everybody Writes by Ann Handley
How Tigers Influenced Your Visual Processing
What do you see when you look at the picture below? It’s not really a formal quiz, so I’ll just give you a hint. If you started off by thinking “it’s a grid” then you were correct. You were also correct, if you noted that the grid was comprised of 54 individual blue squares or… Continue reading How Tigers Influenced Your Visual Processing
KPIs & User Journey Metrics for Marketers: Part 3
In the first post of this series on content analytics, I talked about the old way of measuring your marketing content with key performance indicators (KPIs) and why you can’t rely on old measurement models for new media channels. In the second post, I offered an analytics framework for measuring content KPIs along a user-journey continuum.… Continue reading KPIs & User Journey Metrics for Marketers: Part 3
KPIs & User Journey Metrics for Marketers: Part 2
Basic user journeys aligned to KPIs and other marketing metrics, as designed for content strategists.
KPIs & User Journey Metrics for Marketers: Part 1
If you are marketing your brand to a human, you need to figure out what that human needs from your content to complete their own personal user journey. Remember, inside every “persona” is a “person.”
JAWing With JK: Part 2 of a Blog Series on Visual Storytelling
Q&A interview about the Jaws movie poster. Discussion on content marketing between Buddy Scalera and Joe Kalinowski.
A Tale of Two Decks (Slideshare Experiment)
This is an experiment on Slideshare. This is…A Tale of Two Decks. Let’s start at the beginning. Recently, I shared the stage with Michelle Killebrew at the Intelligent Content Conference 2015 in San Francisco. If you didn’t attend the event, you missed our somewhat unorthodox presentation where we told “a story about storytelling.” Note: All videos… Continue reading A Tale of Two Decks (Slideshare Experiment)
Conflict Is Story: What It Means for Marketing Storytellers
Without conflict, there is no story. It is conflict that defines the story. Whenever a writer is sharing a story idea with me, I’m listening for the conflict. Specifically, what is preventing the main character from reaching a specific, desired goal. And whenever a marketer references the brand “storytelling,” I’m listening for the same things.… Continue reading Conflict Is Story: What It Means for Marketing Storytellers