Johnny Holland magazine just launched a new column series curated by our own Colleen Jones. In the first article, Getting Started with Content Strategy by Lance Yoder, we see an example of how Cerner Corporation transformed its website from a sales problem into a sales advantage. How? By applying important content principles. 

Take ownership of your content.
Cerner's content had been neglected because it didn't have clear ownership. Their web content became dated, disorganized, and even conflicted with what their sales team said. It's hard to make a sale if potential clients don't trust you or your content.

Don’t take shortcuts to turn things around.
When Cerner started to take control of their web content, they did NOT take any shortcuts. They catalogued and audited more than 7,500 pages. Then, Cerner developed a sound strategy to reimagine, reorganize, and maintain their content.

Become a trusted advisor to your customers by experimenting with quality content.
Cerner launched a blog to share expertise and their point of view on the health industry. The blog has quality content. And, that quality content has paid off. A respected publication, Investor’s Business Daily, recently cited the Cerner blog. Talk about a credibility turnaround...


Thinking about a fresh start for your content in 2012? You'll find Lance's observations about this turnaround to be a gift of inspiration. Get the details from the full article >