Last week, the Content Marketing Institute blog asked contributors, "What is the most useful thing you learned about content marketing in 2011?" I chimed in and gave the badge to Ann Handley and C.C. Chapman for their lesson "reimagine; don't recycle," found in their book Content Rules. This is a valuable content marketing lesson, but it's also an important content strategy lesson. The idea is to not simply repurpose content … [Read more...]
Communicate Clearly With Less Content
I love content, but nothing gets me pumped more than cutting it. Crop. Delete. Remove. Archive. Why? Because the road to clear communication often leads to less content, not more. The purpose of content is to communicate. For higher ed web professionals, it's easy to lose sight of this. Many people are responsible for constantly creating content — new blog posts, twitter updates, event descriptions, landing pages, "related links." But … [Read more...]
SEO Copywriting for Content Contributors
Search engines such as Google are one of the primary ways people find our websites and the content they seek. As such, it's very important to be mindful of search engine optimization (SEO) best practices so that we enable search engines — and the people using them — to find and discover our web content. People often consider SEO to be a content editing task — something you hand-off to a specialist. The reality is that SEO is an important part of … [Read more...]