When we create content—whether it’s a tweet, a blog post or a program description—we can no longer anticipate the default experience to be the desktop web browser. Our content is going places—sometimes places we can’t predict. It could be an iPhone, a Kindle, even a Nintendo Wii. As it is dispatched to digital corners far and wide, is it equipped to do its job, no matter the context? Will content goals and user needs remain well … [Read more...]
Taking Care of Harvard Business
March 23, 2012 by
It's always nice to see higher education content initiatives getting some attention from the broader content strategy community. The latest institution in the spotlight is Harvard Business School, and they're doing a lot of things right. Their content creation is driven by stories -- sourced from the campus population, refined by the marketing communications staff and published across multiple platforms. Content creators find resources and … [Read more...]
Content Governance Assessment
March 19, 2012 by
During our first Meet Content webinar, an attendee asked a great question: where do you start with web content governance? It’s a challenging question to answer because content governance requires that you first have a content plan. Content governance — a process of managing content roles, responsibilities, processes, documentation, tools and training — can’t be distinguished from your content strategy. In order to manage the elements of … [Read more...]
Go With the Workflow
March 8, 2012 by
We're very fond of saying that you shouldn't plan for content unless you have the resources to support it. But it's not enough to gesture toward the three willing and eager warm bodies you have on hand, ready to tackle content. What are the tasks? How will they be broken out and assigned? How much time do they take? What comes first, then second, then third? Resources alone aren't enough. Only by planning for the efficient use of those … [Read more...]
Evaluating the Mantra “Think Like a Publisher”
January 26, 2012 by
Over the last few years, a popular phrase has gained popularity in higher education as well as the broader community of web professionals: Think like a publisher and less like a marketer. This thinking is a backlash against outdated "push marketing" and communications that interrupt and distract users rather than inform and attract them. Hearing this message continually reinforced gets me pumped because it’s a mindset I strongly … [Read more...]