Recently, I reviewed the article “Highway to Health” about Ford’s experimentation with addressing the very different needs of their older and younger customers. So, I was eager to read the New York Times article “As Young Lose Interest in Cars, G.M. Turns to MTV for Help” that discusses similar concerns at General Motors (G.M.) for Chevrolet. Here’s the essence of the article and what it means for content. Read More >
We’re living in a crazy but exciting time for digital. Sooner or later, you will face a redesign. When your platforms become outdated, your user or customer neeeds change drastically, or your organization has new goals, a redesign will make sense. (But, please, don’t redesign for the sake of redesigning, as Lou Rosenfeld points out.)
Content strategy is an essential part of a redesign. Read More >
During recent interviews for Phase 2 of our Content & Credibility Study, we have been asking people what web content they find credible and why. As part of that process, I have observed many people’s opinions of search results listings and what makes a result click-worthy. It’s made me think about the importance of a certain content element – the meta description. Read More >
Years ago, I attended a lecture at UNC-Chapel Hill where the featured speaker was Noble Prize winner, James D. Watson. He told the story of how a textbook and a chance encounter led him to a historic scientific discovery.
I remember the date of his discovery well. It was February 27, 1953, and he was very close to solving a long-standing scientific riddle. Read More >
If you work in interactive, you might think content strategy isn’t your job. Have you ever thought about any questions like these?
- How often should you Tweet?
- What is our message?
- Would a video tell our story more effectively?
- For our redesign, what content should we keep and what content should we delete?
- What voice is best and what tone is appropriate when?
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