Engaging Content - The problem for Newspapers

Thanks to Chip for forwarding this terrific piece about the future of newspapers - needless to say it doesn't look good and not simply because the chief economist of Google, Hal Varian was doing the talking. Daily newspapers are in terminal decline as more and more people get their news online or from old fashioned TV! I love the paper arriving in my drive way every morning, but most of it is not "news" by the time I get to read it.
Here is his presentation 030910 Hal Varian FTC Preso and the article Read it here

Content Needs a Strategy

A good, to the point, piece about content strategy by Kristina Knight at BizReport.com on the need to ensure your content has a strategy. IMO, it's gaining acceptance that greater planning is required, but we have a ways to go before marketing departments start with content strategy, rather than the sexier ad creation and hanging out with the madmen!
Kristina says "It always comes back to the strategy behind the content. Before launching a new content widget, social fan page or updating email formats think about what you want the content or buzz to do for the brand" Read more here

Great Website Analytics Advice

The world of website analytics is a confusing one. Everyone wants to know the numbers on their site, but in general they don't know what they all mean. There is a bewildering amount of information out there. The reliable Adam Singer at Online Marketing Blog has done a great job of explaining the key stats and what you should be looking for in the weekly report that thuds onto your desk. Read it here.

5 Steps to Building Social Experiences

There are more and more articles being written about social media and the "content experience". We are avid readers of this information and whenever we come across an outstanding piece about content, social networking and custom content we will share it with you. Here's a terrific piece by Erin Malone who concludes that there is a great deal more to it than just posting any old nonsense up on twiiter and facebook and expecting solid measurable results. It requires first class thought, strategy, planning and execution. You can read it here.

Creating the best content for your audience - 3 Simple Rules

It is still amazing to me that so many websites and other communication mediums don't follow the basic rules of content strategy. Companies are still putting out content that fills space and yet is unfulfilling to their target audience. It's like Fox News with their annoying tease of the story to come - when it does come the story lasts 30 seconds, is not the story that was teased and is old news. The result is a hollow experience and more likely to negatively impact the reader/viewer than the intended positive result.
Content strategy can be complicated on a micro level, but on a macro level it is simple. Make sure the content is findable, readable and relevant. Sounds easy doesn't it. Well, today as you wander from medium to medium or read emails allegedly targeted at you ask yourself if those 3 simple rules were met.

Content Strategy and why you need it...now

Content Strategy is fast becoming the watchword for all things related to the words and pictures created by marketers. In a professional context it describes the roles, work products, knowledge, methodology, and perspectives of content strategists. Okay, that's the theory, but what does it all mean?

As more and more delivery methods become available, companies need to know which are appropriate delivery channels for their messaging. These messages could be communicated through print ads, the old fashioned 30 second spot, blog, facebook entry, tweet or many, many others. With the advent of the personal communication device in your pocket, just what does a company do to break through the clutter and get their message through to the consumer so that the consumer takes action.

At MacDuff we produce high quality content for companies. As our business grows we are increasingly being asked by our clients how to get the messages delivered effectively? What is the best format? How do you measure the results? Do we need multiple messages across different platforms? All great questions and just a sample of the number of questions that comprise the new discipline of Content Strategy. The content is critical, but so is the strategy that will allow this content to achieve its goals.