Most Active Articles 2009-11-24T05:49:22.973-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:content-strategy Mary S. Butler mbutler535 urn:com:businessweek:bx:article:15295738013941870213-9e66f10ae419f9eb4b17cd1e6ccab43e 2009-11-23T16:56:07.914-05:00

Corporate photography may not be dead, but it’s on the critical list. If the patient is to survive, photographers must reinvent themselves, along with their profession. A new and healthy photography industry must be willing to accept some...

Corporate photography may not be dead, but it’s on the critical list. If the patient is to survive, photographers must reinvent themselves, along with their profession. A new and healthy photography industry must be willing to accept some... http://expertaccess.cincom.com/2009/11/is-corporate-photography-dead/ Steve Kayser skayser152 3 2 0 1 urn:com:businessweek:bx:article:4703692067683552128-e77532a581768b40f6d5eb729a082134 2009-11-23T12:47:40.215-05:00

Here are four mission statements. Two are from real organizations. Two were created by Dilbert's Automatic Mission Statement Generator. Can you guess which ones are genuine? 1. It is our job to continually foster world-class infrastructures as well...

Here are four mission statements. Two are from real organizations. Two were created by Dilbert's Automatic Mission Statement Generator. Can you guess which ones are genuine? 1. It is our job to continually foster world-class infrastructures as well... http://www.fastcompany.com/magazine/140/do-something-wordplay.html Jesse Kedy jkedy401 2 0 1 1 urn:com:businessweek:bx:article:10402204117726406860-a6208ecc63b560e6dbf5fb20522049ea 2009-11-18T13:49:25.255-05:00

Do you know what the most important part of your online strategy should be? No, it’s not building traffic, but that’s important. No, it’s not branding and looking good – but you’re close. Content and messaging. The key to a successful online...

Do you know what the most important part of your online strategy should be? No, it’s not building traffic, but that’s important. No, it’s not branding and looking good – but you’re close. Content and messaging. The key to a successful online... http://www.travelonlinepartners.com/the-most-important-part-of-your-online-strategy Andrew Hayes ahayes124 6 4 2 0 urn:com:businessweek:bx:article:7956870328281891263-4c1291b574e605871973338ad3c662a7 2009-11-04T13:15:38.984-05:00

When an Internet visitor is in the process of deciding from which company to buy a particular good or service, the choices can be confusing. It certainly doesn’t help the visitor if the copy on the...

When an Internet visitor is in the process of deciding from which company to buy a particular good or service, the choices can be confusing. It certainly doesn’t help the visitor if the copy on the... http://compukol.com/blogs/compukol/does-your-web-copy-connect-with-your-visitors/ Michael Cohn mcohn283 14 11 2 1 urn:com:businessweek:bx:article:11600742292409189019-b8ddf790ebc37710e98ca62772bab04c 2009-10-28T22:00:51.884-04:00

“Why do we need content strategy?! We have an editorial team!” - anonymous client In my consulting experience I’ve heard this statement enough times that I’m willing to facilitate a kumbaya moment for content representatives of both sides.

“Why do we need content strategy?! We have an editorial team!” - anonymous client In my consulting experience I’ve heard this statement enough times that I’m willing to facilitate a kumbaya moment for content representatives of both sides. http://www.dopedata.com/2009/10/28/how-consultant-and-in-house-content-folks-can-play-nice/ Mary S. Butler mbutler535 9 8 1 0 urn:com:businessweek:bx:article:15662200424786809375-a9435fa15a6763ca1bb0db22c3cddd58 2009-10-28T13:29:59.427-04:00

This is a story about story budgets. No, not the kind of budget that defines, in dollars and cents, what you’ll spend on a story. This is about the traditional media use of the term “story budget” to describe the running tab of story ideas that make up a long-term publishing schedule.

This is a story about story budgets. No, not the kind of budget that defines, in dollars and cents, what you’ll spend on a story. This is about the traditional media use of the term “story budget” to describe the running tab of story ideas that make up a long-term publishing schedule. http://blog.junta42.com/content_marketing_blog/2009/10/creating-consistent-content-a-content-marketing-plan.html Mary S. Butler mbutler535 8 8 0 0 urn:com:businessweek:bx:article:18177208999103651984-35560c9a69f955a26f6fb9ee1d8a6861 2009-10-12T16:53:42.840-04:00

Regular folks don't think about copyright infringement on YouTube

Regular folks don't think about copyright infringement on YouTube http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115236 Cindy Zuck Pabst cpabst688 4 3 0 1 urn:com:businessweek:bx:article:6408855498551048558-7e92a186a06e99cd6daa33a9866ed5a2 2009-04-15T12:22:03.347-04:00

When looking at what a content strategist does, it is important to clarify the context of the work. This will likely vary greatly depending upon whom you are talking to. A content strategy could be something as simple as planning to make daily updates to a blog and distribute content via RSS feeds. Or it could be as complex as designing a content development strategy for a 1500 page website with different, targeted content written for specific user groups, and localized in 20 languages.

When looking at what a content strategist does, it is important to clarify the context of the work. This will likely vary greatly depending upon whom you are talking to. A content strategy could be something as simple as planning to make daily updates to a blog and distribute content via RSS feeds. Or it could be as complex as designing a content development strategy for a 1500 page website with different, targeted content written for specific user groups, and localized in 20 languages. http://www.web-content-strategy.com/contentstrategyarticles/whatcontentstrategistsdo.html Richard Sheffield rsheffield409 56 52 3 1 urn:com:businessweek:bx:article:18206992620480681684-8f6f695a1819f53c35e2447ffd25cb24 2009-10-01T16:57:31.127-04:00

For those of you who haven’t heard, neuromarketing is the study of how the brain acts during buying decisions. Just as more active muscles in our body need more oxygen, the more active areas of our brain also get more O2 enriched blood flow when they are working harder.

For those of you who haven’t heard, neuromarketing is the study of how the brain acts during buying decisions. Just as more active muscles in our body need more oxygen, the more active areas of our brain also get more O2 enriched blood flow when they are working harder. http://www.socialmediatoday.com/SMC/127082 Jesse Kedy jkedy401 7 6 0 1 urn:com:businessweek:bx:article:16937786792247240231-49a830ef4e2e8787e9e04774f8270275 2009-10-05T22:00:02.826-04:00

Why marketers can’t afford to remain oblivious to consumer media habits and issues of trust, authenticity, and the...

Why marketers can’t afford to remain oblivious to consumer media habits and issues of trust, authenticity, and the... http://insightsandingenuity.com/2009/09/26/5-ways-good-content-welcomes-customers/ Heather Rast hrast757 4 4 0 0 urn:com:businessweek:bx:article:13466822966163704441-4f1a13222f52806866a8b80c7bf13bb4 2009-04-05T21:49:44.941-04:00

The content strategist elevator pitch I thought I’d follow up on this post where I was given the opportunity to share with a colleague what I do and how we can work together efficiently. It’s a beautiful gift, really. How often are we given that...

The content strategist elevator pitch I thought I’d follow up on this post where I was given the opportunity to share with a colleague what I do and how we can work together efficiently. It’s a beautiful gift, really. How often are we given that... http://www.wordsaredelicious.com/2009/03/the-content-strategist-elevator-pitch/ Mary S. Butler mbutler535 33 31 2 0 urn:com:businessweek:bx:article:7723124855969788870-cbb43b7a61fd2876373116eedc1dd167 2009-05-07T14:36:10.970-04:00

A content strategy is a plan to obtain a desired end result through defining the process for the creation, distribution, and governance of content that is useful, usable, and desirable. Make sense? Let’s break it down a bit into some buckets. A good content strategy:

A content strategy is a plan to obtain a desired end result through defining the process for the creation, distribution, and governance of content that is useful, usable, and desirable. Make sense? Let’s break it down a bit into some buckets. A good content strategy: http://www.roninresearch.org/2009/05/what-is-your-content-strategy/ Mary S. Butler mbutler535 29 27 1 1 urn:com:businessweek:bx:article:6378176333348960691-c14d4ff7e3aebf51bc86230dab0d2f47 2009-04-08T00:17:09.891-04:00

Lou Rosenfeld: Kristina, thanks for talking with us today. Let's jump right in: what is content strategy? Kristina Halvorson: Content strategy plans for the creation, delivery, and maintenance of content. I typically talk about content strategy for the Web.

Lou Rosenfeld: Kristina, thanks for talking with us today. Let's jump right in: what is content strategy? Kristina Halvorson: Content strategy plans for the creation, delivery, and maintenance of content. I typically talk about content strategy for the Web. http://www.rosenfeldmedia.com/announcements/2009/04/future_practice_interview_kris.php Mary S. Butler mbutler535 32 31 1 0 urn:com:businessweek:bx:article:16262612856130303472-b3d9454080a0485efda16d86e1f6c67b 2009-04-05T16:09:36.646-04:00

A project I’m currently working on involves analysing a large amount of legacy web content and restructuring a public sector site with a new, straightforward, navigation. Findability and interesting, relevant content is key.

A project I’m currently working on involves analysing a large amount of legacy web content and restructuring a public sector site with a new, straightforward, navigation. Findability and interesting, relevant content is key. http://www.gavinwray.com/2009/02/planning-a-web-content-management-strategy/comment-page-1/ Mary S. Butler mbutler535 27 25 2 0 urn:com:businessweek:bx:article:17015758034067386256-bbf17c08595d5fbb9608c49e95bd249a 2009-04-05T16:20:26.382-04:00

Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.

Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. http://www.alistapart.com/articles/thedisciplineofcontentstrategy/ Mary S. Butler mbutler535 22 18 4 0 urn:com:businessweek:bx:article:9591178078768484811-7c9bd6bbd7515aafe98a2236b13f2842 2009-04-29T21:30:57.139-04:00

Content strategists who are trained in journalism know that a content plan needs to engage an audience over time and build trust through a consistently authentic voice that delivers useful and entertaining experiences each time (aka publishing), as opposed to most branded web-site launches that may start off with a bang but soon fizzle over time due to lack of a long-term content plan.

Content strategists who are trained in journalism know that a content plan needs to engage an audience over time and build trust through a consistently authentic voice that delivers useful and entertaining experiences each time (aka publishing), as opposed to most branded web-site launches that may start off with a bang but soon fizzle over time due to lack of a long-term content plan. http://blog.junta42.com/content_marketing_blog/2009/04/moving-from-journalist-to-content-strategist.html Mary S. Butler mbutler535 14 13 1 0 urn:com:businessweek:bx:article:2302754384866689928-0304334b8b8a628d9e9558c08b77e390 2009-09-21T14:28:40.939-04:00

In no particular order, here’s the list of books that helped me grow from writer to content strategist and are still within arm’s reach for inspiration.

In no particular order, here’s the list of books that helped me grow from writer to content strategist and are still within arm’s reach for inspiration. http://scattergather.razorfish.com/703/2009/09/21/have-books-will-strategize/#more-703 Mary S. Butler mbutler535 1 1 0 0 urn:com:businessweek:bx:article:5058397157449598636-9f6b9012c9be18fb7d32391ee6e835ec 2009-08-03T14:39:50.101-04:00

You are about to embark on a site redesign and you’re starting to feel that spine-chilling feeling that somehow, someplace the content is being ignored. Enter Content Strategy. Any way you spin it, a good Content Strategy is about creating long-term...

You are about to embark on a site redesign and you’re starting to feel that spine-chilling feeling that somehow, someplace the content is being ignored. Enter Content Strategy. Any way you spin it, a good Content Strategy is about creating long-term... http://www.dopedata.com/2009/07/17/6-signs-you-need-content-strategy/ Mary S. Butler mbutler535 5 4 1 0 urn:com:businessweek:bx:article:14179911548295457955-8ea207a1b22373995476dd4140b88101 2009-09-07T11:54:32.616-04:00

You hear it from all over, including from me. It's not cool to talk only about your products because your buyers don't care about them, they care about achieving their business objectives.The platform for accomplishing the objectives is secondary to...

You hear it from all over, including from me. It's not cool to talk only about your products because your buyers don't care about them, they care about achieving their business objectives.The platform for accomplishing the objectives is secondary to... http://marketinginteractions.typepad.com/marketing_interactions/2009/08/b2b-content-ambiguous.html Ardath Albee aalbee827 2 2 0 0 urn:com:businessweek:bx:article:9247803992229675528-3548319e9d5abb23a7fc8e4057e6b5e4 2009-09-07T11:55:20.509-04:00

How to Use Existing Content in B2B Demand Generation Programs Many of my clients don't have content suited for all stages of the buying process. Some of them have lots of content, but are stumped about how to use it effectively. So they think they...

How to Use Existing Content in B2B Demand Generation Programs Many of my clients don't have content suited for all stages of the buying process. Some of them have lots of content, but are stumped about how to use it effectively. So they think they... http://marketinginteractions.typepad.com/marketing_interactions/2009/08/how-to-use-existing-content-in-b2b-demand-generation-programs.html Ardath Albee aalbee827 2 2 0 0 urn:com:businessweek:bx:article:13962144632838837441-ccf233d9c435137de75ed526e8b903a2 2009-08-31T22:49:39.702-04:00

“It’s no question. Things are changing rapidly. We’re going to see the media evolving. On Friday I spoke with Jay McGraw, Group Publisher at McGraw-Hill Construction, about where he thinks Online Media stands and is headed. “Content will be very...

“It’s no question. Things are changing rapidly. We’re going to see the media evolving. On Friday I spoke with Jay McGraw, Group Publisher at McGraw-Hill Construction, about where he thinks Online Media stands and is headed. “Content will be very... http://rockyreichman.wordpress.com/2009/08/30/jay-mcgraw-on-online-media-publishing-content-is-still-king-news-and-visual/ Rocky Reichman rreichman181 2 1 0 1 urn:com:businessweek:bx:article:7197836724336160249-f45275a0fae8b55c6f85cf8a9fef6a28 2009-05-04T18:58:21.224-04:00

Content types” are among the least understood, and yet most potent, aspects of user experience and web design. Most people encounter them for the first time when implementing a grand-scale content management system (CMS) because you have to define...

Content types” are among the least understood, and yet most potent, aspects of user experience and web design. Most people encounter them for the first time when implementing a grand-scale content management system (CMS) because you have to define... http://contentstrategy.rsgracey.com/2009/04/22/content-typology-the-way-to-get-a-handle-on-your-content/ Mary S. Butler mbutler535 13 12 1 0 urn:com:businessweek:bx:article:14953764075010989907-0fcd47e8a96794ffe535733cc7276289 2009-03-21T02:54:29.674-04:00

There’s a good chance you’ve seen “content strategy” popping up in your RSS more frequently – what it is and why it’s important. If you aren’t yet familiar with content strategy, here’s the 10-second breakdown we use at Brain Traffic:

There’s a good chance you’ve seen “content strategy” popping up in your RSS more frequently – what it is and why it’s important. If you aren’t yet familiar with content strategy, here’s the 10-second breakdown we use at Brain Traffic: http://braintraffic.typepad.com/braintraffic/2009/03/five-things-content-strategy-can-do-for-you.html Mary S. Butler mbutler535 17 16 1 0 urn:com:businessweek:bx:article:15083068915872387498-0935a2ad56b606e853e10b16a42721fe 2009-04-05T21:35:47.545-04:00

I have a lot of friends and personal heroes who are in the information architecture field and keep hearing the words “content strategy” coming out of their mouths. A few months ago I began thinking more about where content strategy fit in a...

I have a lot of friends and personal heroes who are in the information architecture field and keep hearing the words “content strategy” coming out of their mouths. A few months ago I began thinking more about where content strategy fit in a... http://thecubiclepunk.com/2009/03/a-case-for-content-strategy/ Mary S. Butler mbutler535 14 12 1 1 urn:com:businessweek:bx:article:14969740326411971003-78cfa14e22d2c9f39cfc310fe2aa4237 2009-09-07T11:56:06.507-04:00

How to Use Existing Content in B2B Demand Generation Programs » August 23, 2009 Customer Content vs. Marketing Content There's a big difference between the information that will engage your customers and that which will engage your prospects.

How to Use Existing Content in B2B Demand Generation Programs » August 23, 2009 Customer Content vs. Marketing Content There's a big difference between the information that will engage your customers and that which will engage your prospects. http://marketinginteractions.typepad.com/marketing_interactions/2009/08/customer-content-vs-marketing-content.html Ardath Albee aalbee827 1 1 0 0