'Brand journalism' sounds like a clever approach to becoming a 'content brand'. The key element: branded stories that fluidly take the shape of any social/online platforms where it will be shared. Imagine a "...branded content hub from which most other social tactics emanate." In my last blog post … [Read more...]
Are you building a content machine or a content brand?
First, there was a rush to create content for the Web in the hope that we may strike gold and go viral. Then we realised that creating content was as much as science as art. To get our audience to stop, look, like, and share our content demanded creativity, usability, and resonance in our … [Read more...]
A content-first approach is relevant to both UX and social strategy
Bas Evers talked about the importance of a content-first approach to customer experience (CX) and user experience (UX) design process at The Web and Beyond 2012 conference held on Sept. 26, 2012 in Amsterdam. Despite the central role content plays in the touchpoint design process, it is easily … [Read more...]