Content Insights Blog

If you think better design and better content can improve the healthcare experience, then you would have loved Healthcare Experience Design 2013. Couldn't make it? Let me share a few highlights.

The theme behavior change pervaded the conference. That might sound a bit geeky or psycho-babbly. However, at this conference, it didn't come across that way. Everyone there, from the organizers to the speakers to the participants, was into the topic of influencing behavior.   Read More >

Content strategy creates the foundation for all other marketing strategies. A bold statement? As Chair of the Technology Association of Georgia’s (TAG) Marketing Society, I feared a backlash from our fantastic moderator and panelists once they digested this main assertion of our upcoming March 28 TAG Marketing event about content strategy.

Instead, these experts from Google, Forrester Research, SunTrust Bank, Prominent Placement, and ANNUITAS all agreed with the premise—and they are just as excited to make the case for content as a foundational marketing strategy.  Read More >

As many of you know, I bought a MINI Cooper S not long ago. I still love it, and I occasionally think about the great experience I had selecting it. Early on, I realized that MINI offers several models. So, I visited MINI.com to learn more about them.

What did I find? I could easily pick models and see how they stacked up in size, shape, and performance. I also could dig into details for issues important to me, such as gas mileage. Comparing was useful...and also kind of fun.  Read More >

Yesterday, I spoke at digital360 about the essentials of content strategy. While there, I enjoyed this case study about structuring content. Structured content won't fix all your digital problems, but it promises much. Jason Rhodes of Johns Hopkins University takes us on a delightful tour of the possibilities and a solid process to achieve them.

  Read More >

If you want people to decide or act based on your content, they have to trust it. Trust sounds easy and abundant, but it's actually rare online. Seth Godin recently called trust a "scarce" and "precious" resource in the digital economy.  We find that in the pressure to get content into the digital world, it's all too common to neglect the essentials of content credibility and, as a result, undermine trust.

To be credible, your content has to be good quality. But, that's not enough. Your content also has to communicate why it's credible. Your content has to appear credible to the people you want to reach.  Read More >