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 will give you reasons to try it. A user may be unaware of your product or may not see it as an option. In traditional funnel terms, this is qualified lead.
The desired change is for them to try the product. This is usually bundled with awareness and/or disruption marketing that is designed to trigger an action. The action may be as simple as visiting a website or initializing a search on Google or Bing, but it is an early stage action that may benefit from activities in public relations, advertising, social media, and other related tactics. Continue reading →
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 well be good at it.
I read “Everybody Writes” a few years ago when I interviewed Ann at Content Marketing World. I decided that my own writing needed a bit of improvement, so I descended on Ann’s book with my trusty highlighter. Ann’s book on writing is the book that professional writers read for inspiration and instruction. Continue reading →
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.
This leads me to the third post in this three-part series on measurement. In this post, I’m focusing on how you can measure the actions on the page to determine how users are interacting with your content. Or not.
Of course, there’s a rather basic problem here. You want to measure the performance of your content and tools, but most reports are just measuring the page itself. We want to measure the components. Continue reading →
One of the more confusing aspects of content strategy is the marketing analytics strategy. There are a lot of ways to measure the performance of your website, but when it comes to content analytics, I offer the following solution. But before we start, you may want to check out Part 1 of this three-part series.
In marketing, we can measure so much that in many ways, we aren’t measuring anything. We are drowning in data. And the worse part, it may even be the wrong data.
There are ways to ensure that the data that we analyze is actually useful to the brand. Of course, this all starts with a content strategy. Which, of course, starts with a persona. Which, of course, starts with data and insights about your target user. Of course.
Starting with a data-informed persona, you can determine what actions are important to that user. Remember, if you are marketing your brand to a human, you need to figure out what that human needs from you and your content to complete their own personal user journey. Remember, inside every “persona” is a “person.” Continue reading →
Check out my presentation on content strategy for the web. This one includes Grok the Caveman, who was the world’s first healthcare educator.
In this presentation, I discuss how our ancestors used visual storytelling to communicate health messages. Our DNA is encoded to respond to visual stories, which we should be leveraging to share health information.
At the end of my presentations, there are always a few people who talk about how they’d like to check out a few comics, but they don’t know where to get started. Or that they’ve walked into a local comic store, were overwhelmed by the choices, and left without buying anything.
Hence, I’ve compiled a list of a few comics that curious, intelligent adults may want to explore. All of this is based on my personal preferences, so your actual mileage may vary. Oh, and none of these have anything to do with content marketing, except that you probably saw me speak at a marketing conference.
Or maybe it’s brain candy that will help you become more effective at visual storytelling.
Ann Rockley and Buddy Scalera at the Intelligent Content Conference 2013
Despite being a relatively young industry, content strategy and marketing owes a great deal to certain pioneers who helped shape essential concepts. Their names pop up in blog posts, at conferences, and on bookshelves because they are the true thought leaders of this evolving discipline.
Instead of becoming a fond footnote of the content strategy industry, pioneer Ann Rockley has continued to evolve with fresh, relevant insights. Her book “Managing Enterprise Content,” is, quite frankly, required reading for everyone who wants to work in content strategy.
Fair warning. You will probably have to read this interview once, then read Ann’s book, then read this interview again to get the full impact. Ann’s very smart. I was just trying to keep up. Continue reading →