Content Strategy

News, tips, and blogs from online sources

Content Strategy Inc.
The Content Strategist at Contently

Google analytics content

While content marketing may be the trend du jour, content isn't just for marketing. Content is everywhere: It's the article that helps sales secure a coveted meeting, the memo from HR that announces a new acquisition, the personalized deck from account managers that keeps clients up to speed.

While content for other departments besides marketing can often be just as important, it almost never receives the same amount of attention. That deck from the account managers may be riddled with errors or stray from the company's signature voice. These mistakes happen all the time, and they wind [...]

Tue, Jun 20, 2017, Continue reading at the source

Rappers have an easy relationship with the marketing side of the entertainment industry. Rapping is all about promotion, positioning, and scouting your competitors. Racing to release and market an amazing new product before your competitor may not be as cool as dropping a hot track days before your rival, but the process is pretty much the same.

Most of our current crop of popular rappers are marketing savants: Think Kanye's mastery of earned media, Drake's social networking nous, or Young Thug's promotional instincts. But that hasn't always been the case.

In the early '90s, when a young emcee from the Bronx named [...]

Mon, Jun 19, 2017, Continue reading at the source
A home page that puts audience needs first

We love seeing our recommendations come to life. That's why we were thrilled to hear that The City of Surrey updated their home page according to their new content strategy!

Last year we worked with them to create a strategy that would help the website better meet audience needs, while also conveying messages important to the city. The home page content was key.

Our findings

Through audience research, we discovered people weren't finding the information they needed on the City of Surrey website, and ended up using other (more expensive) channels to meet those needs. There [...]

Mon, Jun 19, 2017, Continue reading at the source

Near the top of the homepage on Wells Fargo's website, there's a box that reads: “Working hard to earn your trust.” That trust has been put to the test over the last year, after news broke that thousands of employees had opened millions of unauthorized account, forcing customers to pay illegitimate fees.

Since then, Wells Fargo has been on the rebound, focusing on using technology to shape its customer service. That means investing in everything from artificial intelligence to video to virtual reality. At the core of all this investment is storytelling. As CMO Jamie Moldafsky said last month at [...]

Wed, Jun 14, 2017, Continue reading at the source

Across the UK, automation is taking over. Five years ago, for example, real-time bidding accounted for just 12 percent of online display advertising, according to the International Data Corporation. Last month, the Internet Advertising Bureau UK reported that almost three-quarters of UK digital display advertising is now bought programmatically.

That push is all about relevance. The ultimate goal of advertising is delivering the right message to someone at the right time. In many sectors, that's already happening. Sephora tracks how much money customers spend on its site and automatically enrolls them into a VIP club once they hit a [...]

Tue, Jun 13, 2017, Continue reading at the source