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How Does Attention Play in Tech & Media?
Discovery and engagement are the two of the problems technology can helps us solve in the world of media. The framework above is a couple of years old, but still delivers on the basic premise that a good digital infrastructure gives us the opportunity to close the gap in understanding how what we say connects…
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Content Strategy for the Customer Journey: Marketing that Makes Business Sense
First, I’d like to offer some definition: a content strategy is the systematic approach for an organization to deliver the most relevant and appropriate content to the person seeking it at the time of need. It takes into consideration a) how content is experienced — for example, items like screen size, and considerations like mobility…
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Getting Digital Right Impacts Business Performance
Starting with gaining a company-wide understanding of how the entire business benefits from digital. Last year, a McKinsey report outlined how digital transformation drives business value by enhancing connectivity, automating manual tasks, helping improve decision making, and supporting product / service innovation. The increased involvement of C-level executives# in both supporting and sponsoring digital business…
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Write for Real People
Reading a story about the NewYorker.com# redesign [via] in Fast Company#, we can draw some parallels to what makes a site successful — and that is what is typically behind the scenes. Because a great experience often results both from what you put into it and what you take away. This means eliminating attrition both…
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CMWorld 2014: the Year Marketing Becomes a True Platform
It was the best of times and it was the most challenging of times — it was the year content marketing becomes a true platform. I've written the official notes of CMWorld 2014 at the PM Digital blog, linked above. So if you waited until now to send your boss some key take aways on…
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How Content Creates Value and Delivers Business Impact
This is the topic of my pre-recorded 15-minute talk for the Sales Acceleration Summit (#salessummit), which will be held tomorrow. The event will be live from 8:30 a.m. to 3:00 p.m. PST. Here's the abstract of what I am going to cover with a quick 12-slide presentation: The success of branded content has not gone…
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Forget Competitors: in B2B Content Strategy, Context Matters
The most important functions on the Web are search and links. While conversation is the mechanism that brings both about through content, it is the context that can deliver the connection – and conversion. Where content and conversation built the relationship and in some cases a community, it's the value you deliver over time that…