The Digital Age Requires Companies to Broaden
UX Booth editor Marli Mesibov reached out to several of the speakers at the content strategist conference Confab next month. One of the speakers, Jonathan Kahn, will discuss how forming a content strategy "is just one piece of the challenge of digital transformation." Alongside discussions about creating content that makes sense in the Digital Age, companies need to re-think basic business models, organizational structure, and the product development...read more >>
Content Merchandising Roundup #68
Below is a summary of the week's most interesting content merchandising-related posts from Content Ping as well as from other blogs and news sites. Enjoy. Tina Courtney-Brown: Content Should Honor the Device In this interview, Tina weighs in on responsive design as well as on the question of whether consumers expect a different experience on mobile. Tagging for Mobile The last post in our Smart Content series, content26 President Mark White looks...read more >>
Tina Courtney-Brown: Content Should Honor the Device
In our third interview on the topic of mobile commerce, Tina Courtney-Brown talks to Content Ping about the limitations of responsive design. Responsive web design relies on media queries to figure out what resolution a screen is and uses fluid grids and flexible images to scale a website to that screen. Too much tech speak? Basically, responsive web design is an alternative to having a separate site for every device, and aims to adjust a site...read more >>
The Challenge of Aligning Your Product Launch Content Needs
One of the challenges brands face today is how best to align their product messaging across their many sales channels. In a recent study on the influence of the Internet on consumer buying behavior, Nielsen reported that 67 percent of consumers are likely to make a purchasing decision based on web searches. This behavior seems to apply across most major product categories, from food to hair care to consumer electronics. Must Reads for Content Managers...read more >>
Building the Future of Content, One Chunk at a Time
Content, multichannel, and convergence. If your paycheck depends on keeping your product-marketing strategy ahead of the curve at product launch and your budget below it, these are days, and those are words, that are undoubtedly trying your soul. I was recently introduced to Sara Wachter-Boettcher and her book Content Everywhere: Strategy and Structure for Future-Ready Content, through an interview my colleague Trinity Hartman conducted on Content...read more >>
Matt Kumin: Using Content to Connect with Customers
In the competitive world of e-commerce, getting an online shopper to hit the "buy" button isn't good enough. Smart companies look for ways to go beyond the immediate sale in an effort to forge deep, long-lasting relationships with their customers. How can companies form meaningful connections with customers? One way is to offer relevant, helpful content. I recently caught up with PublishThis founder Matt Kumin. PublishThis is a platform which allows...read more >>
Content Merchandising Roundup #49
Below is a summary of the week's most interesting content merchandising-related posts from blogs and news sites. Happy reading. No More Stupid Scam Ads Say good riddance to spammy banner ads? Ad firms such as OneSpot have realized that it's easier to attract customers with great content. Oops! Best Buy and Target Stumble with Amazon Price Match Target and Best Buy, who are attempting to compete with Amazon on pricing, should focus on the strengths...read more >>
Giving Content an Encore with APIs
Has it been a minute since you heard a compelling reason for businesses to create content? Here's a good one: Pearson, a publishing and tech company, made roughly $2 billion from digital content last year and is repurposing its existing content using APIs, or application programming interfaces, to create new products. It currently has eight API products, including Eyewitness Guides and Pearson Kitchen Manager, available for subscription. Eyewitness...read more >>
Google Shopping Transitions to a Paid Platform
Today, Google officially replaces its free Product Search with a paid shopping platform. As discussed in an earlier post, the controversial change means merchants must now pay to be listed on Google Shopping's search results pages. Google's move to a paid comparison shopping engine sends a big message: the company is making a step toward e-commerce and taking on Amazon--the world's most popular "first stop" in shoppers' online product research. Critics...read more >>
The World of Content Marketing [Infographic]
Navigating the world of content marketing can be confusing. The path from marketer to consumer is a vast ocean of ad agencies, social media sites, content creators, syndicators, aggregators, and search engines. In an effort to gain a bird's-eye view of the situation, content marketing firm Studio One created one single chart to rule them all. In the same manner as LUMA Partners' exceedingly complex e-commerce chart, Studio One arranged all the major...read more >>