Delta Offers Lessons in Content Scaling

Delta's Content Strategy Takes Flight by Scaling Success

Colleen Jones Posted by
Colleen Jones

Apr 16 2014

On my recent work-cation to Australia and New Zealand, I flew for about 50 hours. Lots of time to avail myself of the in-flight media. I observed Delta take its content strategy to a new level that can teach us some handy lessons in content scaling.

Safety Video with Sass

A couple of years ago, when you thought about Delta, you might not have thought about content. Read More >

Our 7 Favorite Content Insights Essays of the Year

These Essays Are Worth a First (or Second) Look

Colleen Jones Posted by
Colleen Jones

Dec 27 2013

As the year winds down, we’ve selected our favorite 2013 Content Insights essays to share with you. Seth Godin recently suggested sometimes your best work is not your most popular work. In that spirit, we’ve curated a mix of essays that were popular and essays that are worth a first look—or a closer look.

Toward a New ROI for Content

Give to Get Content Strategy Applied

The 3 Es of Content Scaling

Branded Content, Sponsored Content, and Native Advertising

Scaling Content Strategy? Read More >

Want to Take Your Content Marketing to the Next Level?

Joe Pulizzi Shares Principles for Epic Content Marketing

Kevin Howarth Posted by
Kevin Howarth

Dec 10 2013

To get a jump on content marketing, study the past—in the days long before the Internet and even television. While content marketing has emerged as one of the most modern of marketing buzzwords, Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing, points out that a company like John Deere has produced consistent content marketing since 1895—every month like clockwork. Read More >

Mental Model Mapping

A Visual Approach to Enterprise Content Strategy

Kevin Howarth Posted by
Kevin Howarth

Nov 21 2013

At first glance, a distributed publishing model, over 1 million pages, and varied, diverse audiences present an intimidating content challenge for National Instruments. But Web Content Producer Lauren Moler tackled this challenge using mental models (inspired by Indi Young’s book Mental Models) that visualize the connection between specific user tasks and content. For Lauren, using these mental models helped quickly identify content gaps and more effectively reinforced the importance of meeting user needs. Read More >

Burst Rate vs Soccer Games

The Role of Content in Guided Selling

Kevin Howarth Posted by
Kevin Howarth

Oct 11 2013

When you want to buy a camera, are you more likely to ask about what camera has the best burst rate? Or will you ask which camera will best take pictures of a soccer game? Jared Spool, CEO & Founding Principal of User Interface Engineering, says that too many companies act as if customers care more about features such as burst rate. Read More >