Trust suffers when branded content misleads consumers
When everything is advertising “Do we seek out things to covet? No, we begin by coveting things we see every day.” Perhaps in an alternate universe, Hannibal Lecter was a Content Marketing Strategist instead of a Psychiatrist/Serial Killer. Branded content touches on the most covetous parts of our selves. It often shows an idealized view […]
When a website refresh just isn’t enough…
When setting out to audit a non profit website with content strategy in mind, I knew Long Wharf Theatre would be the target of my attention. I worked at LWT for more than 10 years and know too well the specific brand of hopeful-and-well-meaning mixed with pulled-too-thin that plagues its staff and therefore its content. […]
Content Strategy: A Roadmap for Successful Content Marketing
Last week, when attempting to write about content strategy, I opted to look through the lens of why content marketing seems to get more attention online. If we use Rachel Lovinger’s suggestion that “literally, everything is content,” you can see why the idea of creating a strategy for literally everything may seem overwhelming. Take Meghan […]
Big Ideas or the Bottom Line: Content Strategy since 2006
Defined by a pioneer of the field Kristina Halvorson in her landmark article The Discipline of Content Strategy from 2008, “content strategy plans for the creation, publication, and governance of useful, usable content.” It brings order to the chaos of all of the information that exists, often hastily written and published, on the internet. Content […]