Content Strategy

Policeman or Partner? Making Website Governance Plans That Work

June 24, 2014

Website governance plans are an acknowledgment that the website is an organizational tool, and while typically the focus of governance is content and messaging, it can cover other areas as well. Governance generally has three components:

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Real-Time Website Content Personalization Is About To Take Over The Internet

May 28, 2014

When it comes to offering personalized experiences on the web, the first thing that usually comes to mind is a website that welcomes you with a greeting like “Hi Steve…not Steve? Click here” in small type in the top corner of the page. Or perhaps you think of a commerce site providing product recommendations based on your past purchases or browse behavior.

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3 Must Haves For Your Higher Ed Website Redesign

April 22, 2014

It's no secret that colleges and universities, especially private institutions, are facing a crisis. Applications are decreasing, enrollment numbers are plunging, and that spells bad news for revenue. In fact, Moody's outlook for higher education in 2014 cites an alarming trend of expenses exceeding revenues in the long term.

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Higher Education Infographic: The Student Lifecycle

February 18, 2014

Many factors weigh in the decision-making process for prospective students. It's critical for higher education institutions to deliver the right information at the right time. To communicate effectively, it's important to understand the type of messaging that will resonate most with prospective students as they make their way through the student lifecycle.

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Branded In Boston: The Power of Making Meaningful Connections

January 17, 2014

Earlier this week I attended the “2014 Edge Conference - Branded in Boston,” hosted by the ICA and organized by the AdClub. With speakers representing companies ranging from Google and Fidelity Investments to Bully Boy Distillers and Island Creek Oysters, the event celebrated the brands that live, breathe, and grow in Boston.

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Content Strategy: What You Need To Know To Avoid A Failed Website Redesign (Part 3)

January 13, 2014

The launch date for your redesigned website is getting close. Your visual design is perfect and your content management system is ready to rock. You’ve conducted a content inventory, created new content, and outlined a governance plan. There’s just one thing left to do – optimize your content for search engines.

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Content Strategy: What You Need To Know To Avoid A Failed Website Redesign (Part 2)

January 13, 2014


Now that you have completed a site map and identified a CMS, it’s time to start diving into your content. The best way to determine what you already have and what you’ll need to create to get your site launched is to conduct a content inventory.

Create a Content Inventory

A content inventory should list all of the content items on your site, including text, video, file downloads, images, and forms. It’s also helpful to make note of basic information such as:

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Content Strategy: What You Need To Know To Avoid A Failed Website Redesign (Part 1)

January 13, 2014


Your website tells the story of who you are, who you are serving, and how you get it done. While creative design is a key piece to telling your story, your content plays the starring role in communicating your message. Copy, video, and photography work together to tell your brand story and convert prospects into customers. However, despite its starring role, the content strategy for a website is often put on the back burner during the redesign process.

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Social Shareability: The Secret to Making Your Content Stand out and Get Clicked

January 10, 2014

Picture it. You’ve just discovered a very interesting link that you can’t wait to share with your friends. You log into Facebook, write a quick status update, and paste in your link… and you see something like this:

Facebook Share Link - Example without Description or Image

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Digital Marketing Trends for 2014

December 20, 2013

It’s that time of year when we turn to predicting the future and figuring out what will be keeping us busy in the next 12 months. For digital marketers, 2014 will have us looking for new ways to create meaningful interactions with prospects and customers, keeping up with the rapid pace of technology evolution, and finding ways to measure and report on digital marketing channels.

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