Author Archives: Dean Froslie

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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The Pluses and Pitfalls of Content Formulas

You can find a formula for nearly any aspect of online content: Magnetic headlines. Tried-and-true list posts that draw the reader in (like this one). Catering to emotion. Tweaking small elements that entice and (for better or worse) convert. When taken to extremes, … Continue reading

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What SEO Trends Mean for Content Professionals

The pace of change in search engine optimization (SEO) continues to accelerate. It’s quickly evolving beyond the usual tried-and-true tactics to a more sophisticated and audience-centric discipline. Consider a few posts from recent weeks: The Moz blog did a useful before-and-after comparison … Continue reading

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What’s Your Content Rallying Cry?

In “The Advantage,” his book on the power of organizational health, Patrick Lencioni writes about the power of a thematic goal – or, as he calls it, the Rallying Cry. A rallying cry helps an organization identify what’s most important … Continue reading

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Expand Your Content Knowledge in 2014

For content professionals, the learning opportunities in 2014 are expanding and exciting. Content strategy and content marketing are becoming much more prominent topics on the conference circuit. And if regional or national gatherings aren’t feasible, you’ll likely find content-related learning … Continue reading

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