In yesterday’s post, How technical content on the Web is turning traditional marketing strategy on its head, we discussed the importance of technical content to today’s marketing funnel. You might be thinking, show me more evidence.
Category: content strategy
Kathy Sierra famously summed up most marketing departments’ approach to content in this slide: To paraphrase her, the website and brochure are a thing of beauty, while the user manual is a thing of boredom. Today, the way people use the Internet means this approach to marketing needs to change
There’s been an interesting series of posts recently by Tom Johnson on enabling users to navigate through content in lots of ways (instead of just providing them with a Table of Contents and a search box). It’s the type of approach used by sites such as Ravelry.com. Ravelry is a popular social networking site, with… Read more »
Adrian Baniak has written an article (3 Ways to Engage with Today’s Empowered Consumer) about how brands can “cut through the clutter” and communicate with their customers and prospect. He states one of the key ways to do this is “Write Your Own Tale, Or Someone Else Will Do It First”. This mantra was originally made… Read more »
You’ll find our latest post for the Society for Technical Communication on its Notebook blog. It’s called Letter from the UK: Learning from Netflix: “Netflix can track and analyse, in minute detail, the behaviour of every person who watches a programme on its service. The rumour is that Netflix used its “big data” to decide what… Read more »