A Study in Interactive Media and Communications.
Fairmont State University sits on a hilltop campus in Fairmont, West Virginia. The school prides itself on being an unpretentious school for hard-working West Virginians. While the school's brand is well defined, its story is lost to a website bogged down in too much content. I have prepared a content strategy report for Fairmont State… Continue reading Content Strategy Report for Fairmont State University
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… Continue reading Trust suffers when branded content misleads consumers
When Northumbria NHS Trust's leadership contracted Bernard Marr to help create and implement strategic performance management, it was not an organization in distress. The Northumbria NHS Trust was, instead, a thriving, top-rated healthcare system with the means and capabilities to look ahead toward a more successful future. With more than 12,000 staff members working across… Continue reading Northumbria NHS Trust: Too much content, too little structure
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.… Continue reading When a website refresh just isn’t enough…
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… Continue reading Content Strategy: A Roadmap for Successful Content Marketing
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… Continue reading Big Ideas or the Bottom Line: Content Strategy since 2006
