Category Archives: Content Strategy

Is Content Strategy Strategy?

Over the weekend a tiff arose between two people whose thoughts and ideas I respect regarding whether “content strategy” is a meaningless buzzword or a legitimate practice that is part of business strategy. In one corner, we have Olivier Blanchard, aka The Brand Builder, a marketing strategy expert who is a leader in helping companies…

Bleeping Naming Conventions and the Content Ecosystem

I read the other day that “the search tools on some DVRs cannot find the new show, “$#*! My Dad Says,” because the symbols cannot be read.” This story is a reminder of how important it is to prepare content for its life in a complex ecosystem of blog posts, rss feeds, tweets, smartphone apps…

The Old Spice campaign’s special sauce: a real-time social media production team

A lot of marketing and social media folks are impressed by the Old Spice campaign that took the social web by storm this week, and amazingly, there are already some fascinating “behind-the-scenes” looks into how the campaign was produced in real time. Clearly, the team behind it had to get lot of things right to…

Don’t lose your customers in the supermarket: Organizing your content to take visitors on a journey

Preparing for a workshop on classification I was giving recently, I was struck at how the supermarket provides a lot of good lessons about how to organize your stuff, whether it be cantaloupes or web content. By the time I explain below why there are bananas in the cookie aisle, I hope you’ll see how…