Content Insights Blog

Sponsored content, branded content, and native advertising. Oh my. When it comes to content, we're not in Kansas anymore. As the worlds of marketing and publishing collide, you might hear such terms thrown around. Let's take a closer look at these terms and their implications for marketers and media properties.

First Things First: Definitions + Examples

Branded content, sponsored content, and native advertising are sometimes used interchangeably, but there is an important distinction.  Read More >

Known for its expertise in foot and lower body health issues, FootSmart took a risk by approaching a new market. They debated and discussed the idea of a specialty shop for a while until latching onto the idea of The Running Shop. Focusing on foot and lower body health products for runners, FootSmart knew The Running Shop had the best chance of working if equipped with powerful content.

Lauren Schuman combined her expertise in online merchandizing and promotion with Content Science’s experience in content strategy to formulate a The Running Shop plan that connects to runners’ interests and intense physical activity. Debuting last week, The Running Shop launched with engaging content ready to go.  Read More >

We've heard for 10-15 years now that organizational silos—or teams and departments that don't coordinate with each other—hurt content. Does that ever really get solved? We know that a governance framework helps tremendously. But, that alone will never completely cure "silo syndrome." Why? Because even with the best process, the clearest roles and responsibilities, and the most useful training or documentation, at the end of the day people involved in enterprise content must want to help each other out. 

This plain truth nagged me recently as I planned training about content  governance for a global company (a company with plenty of silos and process kinks to smooth out). That's why I was thrilled to discover new research that sheds light on the business power of helping each other.   Read More >

To discover whether content works, we acknowledge the limitations of traditional surveys and focus groups. As fans of qualitative usability testing, we like to understand behavior, emotions, and reactions to content—rather than taking what a person says at face value.

The latest advances in neuroscience continue to reinforce the point that how we think we react does not match how we actually react. Content must tickle the right brain first and let the left brain analyze it afterward.  Read More >

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 >