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Pedro Gonçalves

Customers remember experiences, not content | Media Network | Guardian Professional - 0 views

www.guardian.co.uk/...-marketing-customer-experience

Content Marketing Content Strategy

shared by Pedro Gonçalves on 19 Mar 13 - No Cached
  • Justin Pearse recently wrote a nice article on the state of digital content. He argues that content needs to be thoughtful, meaningful and well executed for it to be effective – it should be less about the brand, and more about the audience.
  • While his argument is absolutely correct, it pivots on the idea that engagement often begins and ends with a piece of content. The reality is that the failure of content marketing is in the belief that content exists in a vacuum.If you create a piece of content and don't support it, you're probably going to be disappointed. In other words, if we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum.
  • Digital content needs to be supported by great user experience (UX), solid digital strategy, attentive channel management and smart technology. To reiterate – it must be part of a system.
  • ...5 more annotations...
  • Under this model, content strategists realise digital strategies and UX requirements as the things our users read, watch and play with. In other words, we are really the architects of experiences.
  • Most agencies look at content strategists as the guys who audit content, test its effectiveness and generally specialise in its strategic and editorial underpinnings.This needs to change.
  • Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.
  • I recently worked with a bank that wanted branded content to help bolster waning sales of a low-rate credit card. But when we looked closely at the entire experience, we realised that content would do little for card sales. The application process was complex, dated and unfriendly.My recommendation as a content strategist was "fix your website then look at content". We built out a strategy, but it focused more on constructing an ecosystem for content than content itself. Put differently, it laid out scaffolding for good, hard-working content.
  • users remember fun, exciting or informative experiences that go well beyond any single piece of content.
Pedro Gonçalves

Content Knowledge Is Power | Smashing Magazine - 0 views

www.smashingmagazine.com/...content-knowledge-is-power

Content Strategy Legacy Content Web Design Content-Out Design Content Audit

shared by Pedro Gonçalves on 01 May 13 - No Cached
  • content-out design4 — the concept of determining how your design should shift for varying displays by focusing not on screen sizes, but on where your content naturally breaks down.
  • if you want to ready your content to be more flexible and adaptable, then you can’t just look at each page individually. You need to start finding patterns in the content.
  • Each bit of structure you add gives you options: new abilities to control how and where content should be presented to best support its meaning and purpose.
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