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Rescooped by Christann Chanell Turner from Lean content marketing!

A Great Content Strategy's Anatomy

A Great Content Strategy's Anatomy | ChristannChanell |
Creating and cultivating content regularly can be overwhelming, but having a clear content strategy helps you to be a signal instead of noise on the web.

Via Ally Greer
Beth Kanter's curator insight, June 10, 2014 2:36 PM

Love the advice about personas

Emmanuel 'Manny' Gigante's curator insight, June 11, 2014 1:22 PM

YOUR #roadmap  thanks

Dr. Pamela Rutledge's curator insight, June 11, 2014 3:26 PM

We advocate persona-fication--persona development--to better identify and understand your audience.  Here's a great article on content strategy that speaks to the value of personas.  Students sometimes struggle with understanding why a 'made-up person' is going to be of any value, particularly since we all have inherent cognitive biases that color our judgment.  

There is no doubt that bias will influence persona development.  But everyone has developed a persona whether they admit it or not--it's living in their brain as the assumption of who they are marketing too.  Too often the lack of articulation increases the bias, not decreases it.  Benefits of creating a persona publicly is to compare them with others in the team AND the audience, in other words to expose your bias.   Qualitative researchers keep a journal during data collection and analysis for this very reason--the journal chronicles the researcher's perspective to bring potential biases to light.  It is exactly when the marketing team has little in common with the audience who uses a product that creating a persona has value for two reasons: 1) you test the persona in the market against real people and 2) you can (although not all do) externalize yourself from the persona--step aside and have a dialogue, much in the gestalt therapy fashion,.  When done with proper guidance (i.e. someone who is trained in this kind of stuff), these approaches can provide new and often startling perspectives.  

Personas don't always work.  Nothing is foolproof.  The 'right' persona doesn't guarantee that your product is any good or that your messaging is very salient or sticky.  There are other skills required besides persona development.  Going through a persona development exercise, however, is likely to have gotten you closer than you would have otherwise.  

Rescooped by Christann Chanell Turner from IT Books Free Share!

eBay For Dummies, 8th Edition - PDF Free Download - Fox eBook

eBay For Dummies, 8th Edition - PDF Free Download - Fox eBook | ChristannChanell |
eBay For Dummies, 8th Edition PDF Free Download, Reviews, Read Online, ISBN: 1118748867, By Marsha Collier

Via Fox eBook
Fox eBook's curator insight, March 3, 2014 9:25 AM

Part I: Getting a Feel for eBay
Chapter 1: Why Being on eBay Is So Much Fun
Chapter 2: Ready, Set, Go! Signing Up on eBay
Chapter 3: Finding Your Way Around eBay
Chapter 4: Your Very Own, Private eBay


Part II: Buying Like an Expert
Chapter 5: Deal or No Deal? Buying Advice and Searching Tips
Chapter 6: Get the Deal: Shopping eBay
Chapter 7: Winning eBay Strategies
Chapter 8: Winner! Winner! Chicken Dinner?


Part III: Making Money the eBay Way
Chapter 9: Selling in Your Bunny Slippers for Fun and Profit
Chapter 10: Make It Sell: Completing the Cyber Paperwork
Chapter 11: Shopping or Selling with an eBay Store
Chapter 12: Closing the Deal and Shipping It Out
Chapter 13: Troubleshooting Transactions
Chapter 14: Increase Your Profits with Pictures and Other Strategies


Part IV: Even More of eBay’s Special Features
Chapter 15: Privacy: Protecting Yourself Online
Chapter 16: Staying Safe and Getting Help
Chapter 17: Social Media and the eBay Community
Chapter 18: Mobile eBay Apps and Fun Features


Part V: The Part of Tens
Chapter 19: Ten (or So) Golden Rules for eBay Buyers and Sellers
Chapter 20: Ten (or So) Services to Ease Your Way

Sunil Antil's curator insight, May 7, 2014 9:58 PM