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Four brands to inspire your content marketing strategy

Four brands to inspire your content marketing strategy | Content Strategy | Scoop.it
Edwin Tam's insight:

Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it. 

 

It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard. 

 

Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.

 

OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.

 

What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.

 

 

Here are four brandsto inspire your content marketing strategy

 
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Content Strategy
All about the “creation, publication, and governance of useful, usable content.” (src: Kristina Halvorson) Do check out my Content Marketing topic (http://www.scoop.it/t/content-market-by-et/) as Content Strategy and Marketing do go hand-in-hand. And they're both at the heart of Inbound Marketing (http://www.scoop.it/t/inbound-marketing-by-edwin-tam)
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Conversation Agent - Valeria Maltoni: Content is not an End in itself, it's a Beginning

Conversation Agent - Valeria Maltoni: Content is not an End in itself, it's a Beginning | Content Strategy | Scoop.it
Content strategy is the writing equivalent of information architecture: a necessary framework to help you right size structural requirements and functionality for a multi-screen and multi-site/network world.
Edwin Tam's insight:

"...the question of content creation.

How frequently, stylistically, and by whom is content going to be written, edited, published, integrated, shared, and retired or upcycled?"

 

These are questions that we must answer. Otherwise, why create content in the first place? 

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Suggested by Charlotte Varela
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How to Leverage Content for Conversions | Tone Agency Blog

How to Leverage Content for Conversions | Tone Agency Blog | Content Strategy | Scoop.it

Hi Edwin, I thought this post might be of interest to your readers: "You’ll no doubt have heard it all before – content is king! Create killer content! Set up a blog! Use content to increase conversions! While these are all accurate statements, they aren’t very helpful at all."

Edwin Tam's insight:

Got this suggestion from Charlotte Varela.

 

It breaks down the Content Strategy into manageable parts. Better yet, it focuses on Content as a way to get conversions and drive users through the funnel. 

 

It's quite long for a blog post but worth reading. Might it be useful to convert it into an infographic of some sort?

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The Content Conundrum: Everyone Wants Quality, but Nobody Wants to Pay

The Content Conundrum: Everyone Wants Quality, but Nobody Wants to Pay | Content Strategy | Scoop.it

...here's where things get sticky -- even downright contradictory. While companies claim high-quality content and freelance writing talent is central to their content strategies, there's an alarming disconnect between what they say and what they do.

Despite all the rah-rah talk about the importance of quality content, a 2013 survey on content marketing by BusinessBolts revealed some pretty alarming trends around the effort smaller businesses are willing to make to ensure they get content that is up to snuff.

An alarming 62% of respondents said they spent less than $100 a month on their content needs. The so-called high-earning companies spent more, with a third doling out between $100 and $500 a month and 14% spending $1,000 to $5,000 monthly.

Edwin Tam's insight:

Companies claim that content is central to their marketing and sales strategies but they are unwilling to pay for creating content. 

 

A big part of this situation lies in the old days of SEO where $10/$20 blog posts were the norm. And then clients expect that pricing now -- even with the marked difference in quality. 

 

What else might have contributed to these low content prices?

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Blog Content Audit: What, Why, How - Business 2 Community

Blog Content Audit: What, Why, How - Business 2 Community | Content Strategy | Scoop.it

Content is the lifeblood of all marketing activities in the web 2.0 world. Content marketing has become a potent tool for all businesses. Both a large organization and a solopreneur need to employ content marketing to engage their audience and keep the sales funnel full.

Keeping this content flow of engaging content is not easy. Limited resources and tight budgets require us to generate maximum value for our readers, and most of us focus on giving information that is easy, relevant, and timely. However, these essential attributes of information are dynamic and change over time.

Edwin Tam's insight:

Content audits are quite important (and quite tedious and time-consuming!) to any content strategy. 

It tells us what's there, what to reuse and what to do. 

 

This 4-step process should get you started on an audit of a blog.

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The Rookie Content Marketing Quick Start Guide | ToeJamson.com

The Rookie Content Marketing Quick Start Guide | ToeJamson.com | Content Strategy | Scoop.it

Yeahhh so, I didn’t even know what inbound marketing was when I decided I wanted to become an inbound marketer. I love writing, I love social media, and I love pressing ‘publish’ on WordPress. However, when I heard the term “blog,” my mind went straight to recipes, puppies, and words nobody cared to read.

Then I learned the power of a company’s blog and the impact it has on inbound marketing as a whole. There are a couple things I wished I’d know when I first started, so I hope this quick start guide can help you out, put you in the right inbound marketing mindset, and get you started on the right foot.

Edwin Tam's insight:

I like the 1st two points in the article:

 

1. Ask "Why."

The answer to this question gives our content purpose. 

 

2. The Checklist 

Good content has substance -- like meat. This helps to buff it up:

Why is this news?Why should people care?Why are you better than your competitors?What makes this special or engaging?

 

These bits are actually core to Content Strategy -- asking the why and what. Content Marketing is somewhat more complex with distribution (where do I put it up?) and engagement (who do I ask?) issues to consider.

 

Regardless, this article is a good start. At least, it'll get you asking Why & a little What. 

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IDNA: 360-Degree Spacial Story Telling iPad App | Digital Buzz Blog

IDNA: 360-Degree Spacial Story Telling iPad App | Digital Buzz Blog | Content Strategy | Scoop.it

I can’t remember seeing an iPad App Experience like this before, it’s what’s known as ‘Spacial Story Telling’ and plays out a 360-Degree Story Telling Experience on you iPad. As the iPad pans, so does the view within the animation and allows the story to play out through different paths, basically wherever the viewer takes it, certain angles or focusing on an individual character.
This is a very cool look at the future of interactive story telling. What do you guys think?

Edwin Tam's insight:

It's like putting on a set of VR googles and looking around you, only that it's slicker and easier to interface now. 

 

I've a question: What story needs me to see the entire environment? 

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6 Major Google Changes Reveal the Future of SEO

6 Major Google Changes Reveal the Future of SEO | Content Strategy | Scoop.it
PageRank and keyword obsession is fading away. Google is now pushing you to focus on understanding your target users, producing great content, establishing your authority and visibility, and providing a great experience for the users of your site.
Edwin Tam's insight:

Google giving precedence to In-depth Articles is quite cool. It somewhat validates the need for good research, writing and patience. 

 

Also the "Ask Jeeves"-like conversation query might just work -- it seems to be in the right time with the right infrastructure (e.g. voice searches).

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Content Marketing: The 6 Secrets to Contagious Content

Content Marketing: The 6 Secrets to Contagious Content | Content Strategy | Scoop.it
Blog post at Right Mix Marketing : If you're creating content, it pays to take the time to develop the most contagious content possible. Creating and publishing large amounts [..]
Edwin Tam's insight:

Strong emotions create more sharing. I think that's a basic tenant of good storytelling. #ContentMarketing

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User Experience design explained in 18 circles

User Experience design explained in 18 circles | Content Strategy | Scoop.it
Visual representation of User Experience (UX) design, originating at Kicker Studio and covered by Fast Company .
Edwin Tam's insight:

Lovely graphic on how UX is influenced by different disciplines -- from engineering to communications.

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Four brands to inspire your content marketing strategy

Four brands to inspire your content marketing strategy | Content Strategy | Scoop.it
Edwin Tam's insight:

Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it. 

 

It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard. 

 

Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.

 

OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.

 

What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.

 

 

Here are four brandsto inspire your content marketing strategy

 
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Content Marketing Insights brought to you by the B2B ContentEngine | 4 Steps to Exciting Content Marketing in a Boring Industry [Case Study]

Content Marketing Insights brought to you by the B2B ContentEngine | 4 Steps to Exciting Content Marketing in a Boring Industry [Case Study] | Content Strategy | Scoop.it
4 Steps to Exciting Content Marketing in a Boring Industry [Case Study] http://t.co/DxOIjTGk
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Discussion: Content Strategy - a discpline or just a method? [Google Groups]

Discussion: Content Strategy - a discpline or just a method? [Google Groups] | Content Strategy | Scoop.it

'Is it [Content Strategy] rather a discrete discipline, so being a Content Strategist is like being a PR-Manager or Marketing Executive, or is it a method, a measure, like Content Marketing? Do there need to be "Content Strategists" throughout the world or is Content Strategy just part of the portfolio of a good PR/Marketing/Communication manager? Where do you think this is heading?'

Edwin Tam's insight:

Lots of things that I do (audits, evaluation etc) fall under the Content Strategy umbrella. But then I've been doing it for freakin' ages. 

 

So is Content Strategy an umbrella that unites different disciplines or a fancy new term that we can use to bamboozle people?

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Content clusters: why you need them

Content clusters: why you need them | Content Strategy | Scoop.it
What's between a landing page and a full content site? The Content Cluster, a useful tactic for content marketers.
Edwin Tam's insight:

More Content Strategy than Content Marketing, I'd think. 

Essentially a cluster is when you build content surrounding a big ol' piece like a whitepaper download or an eBook etc. 

 

I call them supporting content, but terminology aside, the idea is still the same: Use this content to support and prop up your central piece. Often, it's all about re-angling and spilting up the main content piece so that the audience can see it from different angles. 

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Colleen Jones on "Essentials for Evaluating your Client's Content" - Find Alternative Route

Colleen Jones on "Essentials for Evaluating your Client's Content" - Find Alternative Route | Content Strategy | Scoop.it
Gather Content organized a great webinar today with Clout author Colleen Jones. Here are my notes from the session: This webinar took from her forthcoming
Edwin Tam's insight:

... just read the article. It's worth the time. 

 

First found on G+ Group: Content Strategy Forum

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The Details Behind Kraft's Content Marketing Strategy

The Details Behind Kraft's Content Marketing Strategy | Content Strategy | Scoop.it
If you're in content marketing, you probably struggle to strike a balance between making your content up-to-the-minute and topical but still relevant and true to your brand. Use these simple tools ...
Edwin Tam's insight:

I think it belongs under Content Strategy because it talks about resourcing, purpose of their content types, and shows up Kraft's workflow. 

 

 

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Most Content Is Crap | Social Media Today

Most Content Is Crap | Social Media Today | Content Strategy | Scoop.it
Nearly every company, especially in B2B, now practices some form of content marketing. Most of it's garbage, junk—crap. How can you possibly succeed amidst today's deluge of crappy content?

 

Am I a toilet’s half empty kind of guy? I might be.

 

Certainly, I could have begun the first edition of Social Media Today’s new “Content Marketing Minds” column with a sunnier point of view.

Sorry about that. I’m going to be brutally honest in this new forum. I believe I’ll be more helpful this way. No hard feelings if you tune out.

So what’s with the crappy attitude?

 

Hang with me. The future’s bright. But here and now, I want to impress something important on you…

Edwin Tam's insight:

It's not just about numbers. It's about the quality of your content. Please make sure it's useful or good. 

 

The slideshare on "Crap content" by Doug Kessler (@velocitytweets) is worth your time and it isn't crap.

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Think Social Media Is a Waste of Time? Don't Give Up So Soon

Think Social Media Is a Waste of Time? Don't Give Up So Soon | Content Strategy | Scoop.it

The digital age has brought all kinds of efficiency to marketing. Campaigns and initiatives that were months in the making in the offline world can now be planned, launched, and ended within a matter of weeks—leading to a phenomenon I call The Impatient Marketer. Especially in social media, if there isn't an immediate and significant response then it's deemed a waste of time.

Before you rush to judgment, however, give your effort an honest assessment against the following three basic criteria of effective social media.

Edwin Tam's insight:

To summarise:

1. Usefulness of content 

2. Open-endedness of content to invite engagement 

3. Make time for it

4. Give it time... how much time is the question to ask

5. Use realistic metrics. Don't expect the cash register to go "DING!" once you've put up a post. 

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Conversation Agent: Lack of Cohesive Social Strategy Plan Prevents Firms from Fully Realizing the Benefits of Digital

Conversation Agent: Lack of Cohesive Social Strategy Plan Prevents Firms from Fully Realizing the Benefits of Digital | Content Strategy | Scoop.it
A new research study by IBM on the customer-activated enterprise# outlines three major themes that underscore the importance of social for firms to fully realize the benefits of digital.
Edwin Tam's insight:

Gee....there isn't a cohesive #socialmedia strategy/plan for most firms according to IBM. You think!? 

 

CEOs want:

Customer influenceDigital-physical innovation opportunitiesExperiences driving preference and advocacy
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Rescooped by Edwin Tam from Just Story It Biz Storytelling
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Hey Leaders! Listening Isn't Easy, But It's Essential - Information Management (blog)

Hey Leaders! Listening Isn't Easy, But It's Essential - Information Management (blog) | Content Strategy | Scoop.it
Hey Leaders! Listening Isn't Easy, But It's Essential Information Management (blog) However, in working with leaders at all levels striving to strengthen their performance, listening skills aren't an issue some of the time; they are an issue nearly...

Via Karen Dietz
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ozziegontang's curator insight, February 13, 2013 3:52 PM

Karen's insights say it well.

Karen Dietz's comment, February 14, 2013 5:07 AM
Thank you Denyse, Al, and Ozzie for re-scooping and commenting!
Renee Stuart's curator insight, February 14, 2013 7:30 PM

Are you just hearing others or truly listening to others?

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3 Small Business Content Marketing Strategies for 2013 - The Sacramento Bee

3 Small Business Content Marketing Strategies for 2013 - The Sacramento Bee | Content Strategy | Scoop.it
/PRNewswire/ -- With an abundance of expert tips and valuable small business marketing advice available at your fingertips, selecting which to heed and defining the best strategic approach for your business can be challenging.
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2013 Prediction: Your Social Media Team Will Add a Dedicated Content Strategist

2013 Prediction: Your Social Media Team Will Add a Dedicated Content Strategist | Content Strategy | Scoop.it
The pressure to produce content that works has never been higher, and it's more necessary than ever to "fail fast," because the next shot at your audience is often just minutes or hours away.
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