Category: Content Collaboration
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Your content doesn’t need schema. It needs the voice of your customer.
Every B2B brand striking oil these days gets their content marketing right by investing in buyer research so they can speak with and for customers, not to them.
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For better content, throw away your question list and do this instead
In content marketing, like in journalism, getting the question right determines the fate of your final piece. That’s where the art comes in.
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Getting your (internal) ducks in a row
I have done time in the internal comms trenches, and I’m grateful for it because it showed me how vital it is—for both the effectiveness of your marketing and the health of your organization—that what you say externally reflects what people experience internally.
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Two questions to ask for better content collaboration
To that end, I’ve been thinking a lot lately about empathy in content. Not in terms of your audience (that’s kind of a given, right?), but in terms of the people you encounter in the process of creating content.