Content Strategy at Work: Real-world Stories to Strengthen by Margot Bloomstein

By Margot Bloomstein

Content material is king... and the recent kingmaker... and your message must align along with your version and metrics and different mumbo jumbo, correct? no matter if you're slogging via conception or buzzwords, there's no denying content material method is coming of age. yet what's in it for you? And if you're now not a content material strategist, why when you care?

Because whether content material procedure isn't your activity, content's most likely your problem--and most likely greater than you think that. You or your corporation has a message you must carry, correct? you could convey that message via a number of channels and content material varieties, from Tweets to testimonials and photograph galleries galore, and your viewers has simply as many ways of attractive with it. such a lot of methods, a lot content... so where's the matter? that's the challenge. and you'll degree it in time, creativity, cash, misplaced chance, and the sobs you pay attention both from inventive administrators, venture managers, and web optimization specialists.

The resolution is content material process, and this booklet deals real-world examples and ways you could undertake, regardless of your position at the workforce. positioned content material technique to give you the results you want through taking in never-before-seen case reviews from groups at Johns Hopkins medication, MINI, Icebreaker, and extra. content material procedure at paintings is a e-book for designers, info architects, copywriters, venture managers, social media specialists, and somebody who works with visible or verbal content material. If conversation issues in your corporation or consumer, placed content material technique to paintings for you.

discover a content material procedure framework and procedures from either consultancies and in-house advertising departments

Dig into case reports and interviews from manufacturers in academia, clothing, community tv, the non-profit quarter, retail, and more

assemble functional revenues suggestions and examples to promote content material strategy--or to take advantage of content material technique to promote different prone and bigger tasks

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Extra info for Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project

Sample text

To foster a culture within your organization in which innovative surprise ideas germinate routinely, you need to hire employees who are creative. Occasionally, vehement job applicants will demonstrate their creativity without being prompted to do so. The hypercompetitive job market triggered by the recent recession prompted some individuals seeking employment to take measures to stand out in the application process. Colorful office water cooler stories include tales of applicants that submit interactive videos in their application materials, include a Pinterest link, or send the hiring team a Lego model with a description of its significance.

If a grocery store manager knows that she or he has an oversupply of a certain flower, how about giving them out from time-totime in the check-out line? Spawning customer delight is about creativity. Key Takeaways • Surprise tactics can involve the reallocation of service tasks. • Surprise tactics can entail delivering service in nontraditional locations. • Surprise strategies can include unexpected price reductions. • Surprise strategies can involve altering the structure of interactions. • Even seemingly mundane services, such as mail delivery or window cleaning, can be infused with surprise tactics.

This chapter concludes with a story of a slow-pitched, lobbed, softball right down the center of the plate that a hotel could have hit a grand slam with—but didn’t even take a swing. This past March, a business consultant named Henry was driving to a speaking engagement when the area that he was driving through received a late season, poorly forecasted snow. As he was driving, the area received about three inches of snow that transitioned directly into freezing rain. The result was a highway that resembled the top of a 7-Eleven Slurpee—the driving surface was extremely slippery and there were accidents with a wide range of severity about every mile or so.

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