The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketi...
Do you need ANOTHER reason to keep our content fresh?
In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story".
Most of the content strategy literature tries to define the discipline in terms of the deliverables practitioners produce–audits, plans, style guides and other resources, UX recommendations, human resource models, tooling recommendations, process engineering flow charts, etc. This is all well and good. But it won’t help to evangelize the practice of content strategy, or help define what unifies all these activities.
I read an article written by someone who isn’t in the SEO world – isn’t even on the outskirts of the SEO industry – well, it’s brings out the hillbilly hood in me. I have this insane urge to grab their faces, look deep in their eyes and say kindly, “shut the hell up”.
Read about Quantity vs. Quality: What's More Important for Your Content Strategy? on the CopyPress blog.
The Content Balancing Act
The bottom line? The best content strategy is to develop as much content as you can without stepping below your minimum quality threshold. This will vary between publishers and even change over time as your priorities shift.
Excellent post about content strategy and your value in this ever changing industry...
In practice it will take a long time for client-side advocates to lead their organizations into the change management programs they actually need to start to get a hold of their content and web problems. But it’s starting to happen. And those of us who work as consultants should take an active role in the process, by refusing to participate in unethical selling practices.