Tags: B2B, B2B Marketing, content access, content strategy, search, SEO, SEOmoz_org
Today, I came across this presentation on SlideShare that enumerates five trends in B2B marketing. The presentation is titled ‘The Future of Content Marketing: 5 Beyonds‘ and I hope the link works for you. There is a lot of great insight here along with humor and some foul language for those easily offended. I hope the message resonates with you and I’m glad to see someone talking about moving the state of the art for content marketing forward.
Here is a brief summary of the 5 Beyonds mentioned and my comments.
1) Beyond Guttenberg – we continue to use print as the reference for content marketing. Move on! We have smart phones, tablets – all this computing power at our fingertips to present static content. I think responsive web sites will accelerate this change to present more dynamic content.
2) Beyond Search – Let Google change the SEO algorithms. You need to build a community around the brand. SEO Moz is mentioned as a great example. Well deserved shout out and kudos to Rand and the team.
3) Beyond One Size fits All – About time. Gets to the 1st beyond as well. Dynamic and personal content. B2C is already doing this and so is banner ads. Show that you know me and present content that is of interest to me. Not the masses. Having a personalized experience also provides motivation to come back.
4) Beyond Teaching – Don’t just explain it. Provide a way to use it.
5) Beyond Faceless Brands – Put your name on it. And your face. Establishing a relationship aligns with the community concept and builds credibility and authenticity.
When you flip through the deck, you will find that there are more than 5 beyonds. As a tease, there actually are 10 and I’m not going to list them here…use the link above. I will mention that I do like the implications of content islands and platform silos.
Thanks to Velocity Partners for sharing.
Content Strategy Ruminations June 8, 2010Posted by Edwin Ritter in Trends.
Tags: content strategy, web
1 comment so far
Based on a recommendation from a blog post, I read the book ‘Content Strategy for the Web‘ by Kristina Halvorson. If, like me, you read the classic ‘Don’t make me think‘ by Steve Krug, this book is worth your time. Kristina makes the case for having a web content strategy that helps clarify what you say, how you say it and when to say it. I have seen many web projects where this topic is not given enough attention. It requires last minute heroics from people not directly assigned to the project – not a key to success. Kristina argues that having a plan for web content is a key part of these projects and requires its own unique planning. For many, being a content advocate is a new role. It is different from a content owner, content reviewer, requestor and copywriter.
- Content (defined) : The use of words and data to create unambigous content that supports meaningful, interactive experiences.
- Content is still King.
- A successful content strategy requires formal guiding principles and a authority structure (inc. management support).
- Content must support key business objectives and enable a customer to complete a task.
- More content does not equal better content; less content is better.
- Messaging does not equal content.
- Content fills a need and establishes emotional connections between people.
- (Good) Content delights readers when it delivers what it promises.
- Content is not a feature or a commodity.
- Content requires care and feeding; it is a complex body of information and does not take care of itself.
- Content workflow = (interactions among) process + people + tasks.
I especially like the point (#5 above) on having less content. It reduces complexity, lowers cost and maintains focus. in the broader view, implementing a content strategy relates to changes in process, behavior and staffing. That level of change can be difficult and Kristina acknowledges this. She provides ideas on what is required to get management support (always a good thing).
Other topics related to creating, managing and delivering web content include meta data for search engines (SEO) and localization (translation). Kristina has convinced me that having a content strategist on a project team is a good thing. It is equivalent to, and ,as important as, user experience (UX), site navigation, ensures the content is aligned to business objectives and provides a consistent tone of voice. Knowing the details on how and when content is used helps frame many of the tasks involved in web projects. Also, knowing when to retire content is just as important – part of the care and feeding.
What do you think? Does this change your view on web content?