The new year is always exciting because we think about how small changes in our thoughts or behaviours can make a big difference to our lives. This is just as true in our workplace as it is at home. For those of us running businesses, or leading teams, a small shift in our behaviour can […]
Kathy spoke at Design & Content in Vancouver this August about Mapping Content to Customer Journeys. It’s a technique we often use at CSI to understand the content landscape of our clients. From it, we can pinpoint where the content gaps and opportunities are, and understand what content our clients already do well.
I’ve been challenged lately to think about agility and content strategy. Agile content, yes, absolutely I get that. But agile content strategy? Not so much. But I was challenged to convince both an agency client and large corporate client that we can do “agile content strategy”. Which we don’t.
Updated March 2016 The content maturity model is a great way for to you see where your challenges and opportunities are around creating content. You can use it to align stakeholders and team members around a common understanding, and get them excited about evolving their content practices. Most importantly, it provides you with some structure and […]
You already know that it’s more effective and cost-efficient to hire a professional writer to develop your business copy than, say, getting the product manager or designer to do it. But how can you make sure that your content investment pays off? And why do so many professional writers do a lousy job of getting […]
This is the second in a two-part article about mapping content to customer journeys. If you haven’t yet read part one on the foundational elements of mapping content to customer journeys, please take a moment to have a quick read.
Updated March 2016 Personas and customer journeys are fantastic tools to help understand who’s interacting with your organization, how, and why. But what about the content? By mapping content to existing customer journeys, you can show stakeholders how content impacts customer experience and then design for better content experiences.
Businesses are finally starting to understand the value of content. They understand it needs to be relevant to the audience. They certainly know it needs to engage and convert. Some even know that it needs to be structured and reusable. But very few people can recognize, let alone understand the value of, well-written copy.
Make the future into something you’re proud of As we head into a new year, it’s always fun to think about what’s in store for us. But we sometimes miss the most important point of the future: that it will be whatever we make it. I challenge you all to actively engage in the content strategy industry in […]