Content Strategy

News, tips, and blogs from online sources

Content Strategy Inc.
The Content Strategist at Contently

Bing_Ads_stats_2016

I recently read a blog post from an agency that discussed the power of Bing Ads, reminding the audience that pay-per-click content isn't purely limited to Google AdWords. The writer used a host of stats to back up the thesis, but I was shocked to see an embedded infographic referencing comScore data from 2012.

A quick Google (or Bing!) search would have brought up more timely information to strengthen the argument, as detailed in these updated comScore stats from last year:

So while the agency in question championed the use of Bing Ads for its 153 million unique searchers in [...]

Thu, May 11, 2017, Continue reading at the source

Time Inc., the publisher of the most iconic magazine covers of the 20th Century, is in the business of sending shockwaves throughout the media. From Ellen Degeneres coming out to detailed images of the 9/11 attack to the 2017 anointment of President Trump as “Person of the Year,” Time has slapped some of history's most controversial issues on its cover.

As a media company, Time Inc. remains committed to backing those covers with hard-hitting stories. In the last decade, it has also developed a substantial advertising arm. It's content studio, The Foundry, offers brands access to the same kind of [...]

Tue, May 09, 2017, Continue reading at the source
ContentMarketing_spread_RET

Every day, a new Twitter hashtag magically emerges and fills our lives with something unexpected. Sometimes they're funny, sometimes they're a little dark and confessional, but they always seem to connect strangers.

And every day, a brand comes along, sees those connections, and thinks: Oh yeah, it's time to be a part of the #conversation. This usually doesn't end well.

At best, you're Denny's and manage to be hilarious and self-aware.

when you check the trend feed and it's obvious someone's just putting whatever in there pic.twitter.com/i72gxjLeLW

— Denny's (@DennysDiner) February 25, 2016

At worst, you end up like these [...]

Tue, May 09, 2017, Continue reading at the source

Halfway through my panel this week at Collision, the fast-growing tech conference in New Orleans, the moderator told the audience he wished he wasn't moderating so he could tweet what was being said.

But it wasn't anything I said. Not even close. Instead, he was referring to the wisdom of Alicia Hatch, the dynamic CMO of Deloitte.

.@aliciahatch is super smart & our entire panel should have just been her talking + me sitting like this #CollisionConf pic.twitter.com/9Hz5VGTPm0

— Joe Lazauskas (@JoeLazauskas) May 3, 2017

I felt the same way. And when I finally got in front [...]

Mon, May 08, 2017, Continue reading at the source
Start with in-person, qualitative research

Start your audience research journey with a qualitative method. Speak to a sample of your audience in person to gather insights on their content experiences, attitudes, wants, and needs. Make sure you begin with a blank slate. This is your chance to uncover insights you might never have thought of – not to confirm your own theories.

Choose the method that's most practical for your schedule and audience.

Interviews

If you only have one audience group, it's great to talk to a sample of them one on one. Or, if you have more than one audience but can't [...]

Mon, May 08, 2017, Continue reading at the source
Filling the gap: Our blog series

The clients we work with typically understand how helpful audience research can be. They know research gives their audience a voice and aligns their stakeholders. Often, organizations we work with either have their own customer experience team, or partner with people who specialize in user experience research.

Still, we find there's a gap when it comes to getting the right information from this research: information that helps teams make content decisions. We've found our clients often lose the opportunity to leverage audience research in ways that will help improve content. And even when they do the [...]

Mon, May 08, 2017, Continue reading at the source