Author Archives: Dean Froslie

IS YOUR CONTENT UNIQUE?

We previously reviewed the importance of developing and documenting your content strategy. With a core strategy statement in place, your content becomes more intentional and aligned. At the same time, this foundation doesn’t necessarily mean your content is distinctive or unique. … Continue reading

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FIVE (MORE) GREAT CONTENT STRATEGY READS

Last summer, I highlighted a few great content strategy reads and it’s time for a new roundup of content geekiness. Check these out: 4 Ways to Boost Your Content Strategy (Creative Bloq) Why you should read it: In this Q&A, Kristina Halvorson shares several … Continue reading

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EXTEND YOUR BRAND VOICE TO UNEXPECTED PLACES

For many organizations, it’s really challenging to master voice and tone. Branding efforts often (justifiably) focus on strategy, archetypes, visual systems, brand standards and related areas. They’re necessary elements, and they’re usually easier to wrangle. As a result, solidifying voice … Continue reading

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THE MULTI-PLATFORM MANDATE

The potent combination of shifting mobile behaviors, social media adoption and device proliferation means our content must be available anywhere, at any time. In the retail world, for example, content must be readily available (and well-optimized for search engines) during … Continue reading

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WHAT’S YOUR CORE CONTENT STRATEGY?

Many organizations may think they have a clear direction for content, yet few actually formalize it. Similar to an organizational mission statement, your core content strategy should establish your long-term direction. In Content Strategy for the Web, Kristina Halvorson and Melissa … Continue reading

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THE CRUTCHFIELD APPROACH TO EFFECTIVE CONTENT

As a consumer and as a content strategist, I’ve always looked to Crutchfield as an example of quality content. Their product listings, like this Denon home theater receiver, don’t seem all that different at first glance. But when you dig deeper, you quickly … Continue reading

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WHEN NECESSARY, OPT FOR STEALTH CONTENT STRATEGY

Content strategy is an emerging discipline with countless flavors, specialties and approaches. The field is expanding and evolving at a head-spinning rate. At the same time, content strategy doesn’t have to be a THING. A few years ago, during a … Continue reading

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DOES YOUR CONTENT BUILD RELATIONSHIPS?

  “Content builds relationships. Relationships build trust. Trust drives revenue.” —Andrew Davis   As we create content, we obsess over so many considerations: Brand compliance. Our audiences. Internal approvals. Design elements. Style standards. Platforms, devices and channels. Search engine optimization. … Continue reading

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FIVE CONTENT STRATEGY READS YOU SHOULDN’T MISS

Every day brings great reads in the content strategy and content marketing worlds. The past few weeks have been especially chock-full of great stuff. Here are five of my favorites. Content and Design Are Inseparable Work Partners (User Interface Engineering) Why … Continue reading

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CORES, PATHS AND THE CUSTOMER JOURNEY

In the user experience world, cores and paths are an effective framework for balancing your audience, content and business goals. The concept is simple: As this Boxes and Arrows post describes, the core is the substance of your site. It’s the primary … Continue reading

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