If you haven’t been hiding under a rock, you’ve probably heard that Brian Williams lied about coming under enemy fire while reporting from Iraq. (And you’ve seen at least one well-deserved #brianwilliamsmisremembers meme.) The uproar is understandable. Williams abused his credible persona as a news reporter to tell a self-glorifying story that influenced his succession to Tom Brokaw as anchor of NBC Nightly News. Read More >
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 >
“What are the best practices?” is a question I’m asked often by folks interested in getting more strategic with content. Whether we’re talking about making content work for mobile, reusing content across multiple channels, advising customers or guiding users, accommodating emerging international markets, or something else, the question comes up. It’s a good question. But, it’s not the first question to ask when planning your content strategy. Read More >
Ian Alexander calls these types of content traffic and trust content. Most companies need both types. He notes
“The implied value of these services/deliverables are very clear. Getting visitors to your site is not at all the same as keeping them there. Inversely paying for good trustbuilding content without a comprehensive search strategy that includes SEO is also shortsighted.”
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