March 30, 2021
How do organizations derive real value from customer journey maps? And how do you avoid wasted time, effort, and focus? You probably have heard about the potential business advantages of a customer journey map. But how do you get a customer journey map to do these things? How does it…
September 3, 2020
I have written a whitepaper that discusses mapping content to a customer journey. You can download it here without charge. The paper focuses on how to build a cross-channel journey, and personalization is a primary theme. I make the case that we are not at a point where we…
August 21, 2018
In May 2017, I attended one of the best conferences I’ve been to in years. Having spoken at tons of conferences, I am often skeptical that an event will really impress me. Scott Abel has been active in the conference world for years, and he is a prolific thought leader.…
January 15, 2018
One of my favorite LinkedIn influencers, Tom Goodwin, recently wrote in a LinkedIn post: “I think my mega trend for 2018 is just the word “same.” The trends decks I wrote in 2013 pretty much still predict the same future that you see a way off today.” Tom, I could…
June 20, 2017
A group of men and one woman began designing the layout of a gynecological examination room on the ground floor of a medical building. The men suggested an open room concept with floor-to-ceiling windows, allowing plenty of natural light into the room, accented with blinds. Upon completing the initial concept,…
May 22, 2017
So, you want to personalize your content. Or maybe you have already tried. Or maybe you tied personalization to a platform rollout such as a new website. For years the reports, analysis, and insights have been indicating that personalization is a good thing. It works, it’s amazing. It may even…
March 12, 2016
You probably understand that personalized content experiences can help you create an incredible relationship with your audience. Such experiences can convert users to customers, and create loyal and long term relationships between your brand and your consumers. Content plays a primary role in personalization. Content makes your personalization strategy a…
October 1, 2015
What is content governance? Why is it important? How should I think about doing it? This brief 101 video provides a short but succinct overview on all of these topics. After watching, if you are more interested in learning about creating an effective content governance approach, be sure to check…
August 18, 2015
In my most recent video blog post, I discuss Omnichannel and why it is important for content strategy. I define what omnichannel is, how to think about it, and what is has to do with content strategy. After viewing the video, if you would like to learn more see also…
August 17, 2015
Is it Open Source Content Strategy? (paraphrasing here a recent tweet from Rahel Bailie) I don’t know if that is the correct definition. But it fits. What I do know is that Noreen Compton and Steven Grindlay had a dream: Create an organization to support and advance the field of content…
June 13, 2015
Why is the notion of intelligent content important for content marketing and content strategy? What does intelligent content mean for your users and consumers? How does it set your content up for success now and in the future? Kevin P Nichols, a expert in content strategy, answers these questions and…
May 10, 2015
Why is performance driven content important for content marketing and content strategy? How does performance driven content help improve your content and keep it relevant for your users and consumers? How does it set your content up for success now and in the future? Kevin P Nichols, a expert in…
April 26, 2015
In the first video of my video blog series, I interview content strategist extraordinaire, Anne Casson, on trends within the industry. We talk a lot about content marketing, its role within the digital and advertising industry, trends for the near future, and where content strategy fits into the entire mix.…
April 5, 2015
…but it can inspire a true consumer-centric content experience. Omnichannel is not a fad. It’s not some buzzword that replaces multichannel (although many people in the digital industry throw it around that way). Omnichannel also does not have to consider every existing channel out there or all channels (Latin definitions…
January 23, 2015
2015 marks a lot of great things for content, content strategy, and me! To begin, Julie Christie just delivered this new, sleek, website a few weeks ago on my digital doorstep. I updated most everything (but we are missing a bunch of old blogs, maybe they will fly back North…
February 24, 2013
My good friends Rahel Anne Bailie (Intentional Design, Inc.) and Noz Urbina have written a book. If you are a content strategist, you should read it. Let me repeat that, if you are a content strategist, or want to learn about content strategy, or somehow directly or indirectly work with…
February 19, 2013
Check at the paper I wrote this winter entitled: The Past, Present, and Future of Content — And What to Do About It. Content is an ever-evolving work in progress and so is how we think about it. This paper intends to help you better grasp an understanding of what…