Content Insights Blog

Recent research from National Cancer Institute tells us again that when it comes to health content, the key to earning people's trust is quality. (To buy the full study, complete with stats, look here.)

Many factors in content (referred to in the study as information) quality were the same as those in our content quality checklist. The source of the content, such as whether the content was from a government agency, also was important.  Read More >

Practice. It's the only way to get better at anything, even content. That's why we're offering a workshop, hosted by Content Strategy Forum 2011 in September. Called "Climb to Clout," this workshop is based on Colleen Jones' book.

The session will give you principles and tools to make your content compelling. And, the activities will help you practice immediately.  Read More >

Content strategist Kristina Mausser asked our own Colleen Jones tough questions about influential web content. Here's a sample:

"KM: To some Web content purists, the very idea of persuasive writing might evoke the negative connotation of swaying readers rather than guiding their interactions. How do you respond to this?  Read More >

"For all the measurability of digital publishing, tracking the real impact of social media advertising remains a hope still awash somewhere between art and science. Even though social network advertising is expected to account for only about 10 percent of online ads in the U.S. this year, it’s a fast-growing category that news sites will need to do a better job of understanding and explaining to their advertisers," says Bill Mitchell.

Read more at Poynter >  Read More >

When it comes to marketing—and, in our opinion, content—you can't separate thinking far from doing. Michael Baer, SVP of Kramer-Crasselt, explains why.

"The truth is that strategy and execution need to go hand-in-hand. You need the insight-driven, business-focused, brand-inspired thinking of top-down strategy. You also must work bottom-up, recognizing the everyday realities and real-world complexities you’ll face, while also being nimble, improvisatory, and open to evolution along the way.  It’s equal parts strategy and execution, or what I call 'stratecution.'”  Read More >