So you’re deciding on what languages your website will feature in Africa. Someone at the meeting says, “How about Chinese?” Chinese? In Africa? You’d likely laugh and ask for a more serious response. However, when Alan Porter, Content Marketing Manager at Caterpillar, studied customers in Africa, he discovered that migrant Chinese workers comprise a significant amount of the workforce. After his analysis, the business case clearly showed that Chinese was a must for their content. Read More >
Are you familiar with the addictive Candy Crush Saga game? The game roadmap from level to level follows a serpentine path that takes you around mountains, dragons, and castles in unexpected ways. It’s an apt illustration of the saga that implementing content strategy involves—especially within large enterprises or organizations.
Melinda Baker, Digital Experience Architect at the American Cancer Society, likes to use this Candy Crush metaphor to illustrate the practical challenges that content strategists face when balancing the needs of stakeholders, budgets, and internal resources at large organizations. Read More >
It’s easy to take dictionaries for granted. When Samuel Johnson published A Dictionary of the English Language in 1755, England actually lacked a standard dictionary. While even Samuel Johnson acknowledged in the dictionary’s preface that language is too fluid to pin down, his attempt to standardize English helped give it a common reference point and model upon which to build.
This vocabulary dilemma eventually not only faces all languages but also all professions, including content strategy. Read More >
Few things are more frustrating and disappointing than watching a content strategy fail or become delayed because of its technical implementation. To create content magic—the right content for the right people in the right place at the right time—you need both content strategy and content engineering.
When your content strategy factors in engineering considerations and vice versa, you will be much more likely to succeed. Read More >
After months of research, planning, and writing, I’m delighted to say that my new book with New Riders is now available. This book focuses on starting to evaluate your content—answering that deceptively simple question, “Does your content work?”
Speaking of questions, you might have a few about this book. I’m sharing 3 key things to know as well as a sample. Read More >
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