Hier soir, j’étais à une conférence de Geoffrey Dorne organisée par UX Romandie et intitulée “A la poursuite de l’utile”. Geoffrey Dorne s’y interrogeait sur l’utilité dans notre travail de designer. Il trouvait dommage qu’on aie tendance à faire du design pour les designers. Il nous a notamment enjoint à nous mettre au service de… Continue reading Chercher lʼutile: une mission de la stratégie de contenu
Category: Content Strategy
Who is responsible for staff profile pages?
Team member profiles or biographies can be found on many organisations’ sites. For most of them, employees are the best resource and, also, the best ambassadors. A college, for example, must have visible teaching staff members to attract students and funders as well. Worth it? There are, obviously, exceptions. A few companies like Brain Traffic… Continue reading Who is responsible for staff profile pages?
De la difficulté dʼarticuler des buts pour les projets de communication
Il est souvent très difficile de parvenir à l’articulation d’un objectif pour un projet comme un site web ou une campagne réseau sociaux. La communication dans ces médiums est encore trop souvent vue comme un travail d’emballage et de transport: un souci technique — de l’IT. Ainsi, la question des objectifs semble absurde. L’objectif est… Continue reading De la difficulté dʼarticuler des buts pour les projets de communication
One-person web teams are cheap not inexpensive
Single-person web teams might seem like a great bargain but they’re not. They tend to become stuck in a content uploader role which is bad both from an HR and day-to-day business perspective. When discussions and collaboration happen in another realm, the one-person web team only gets e-mails with attachments or content copy-pasted for immediate… Continue reading One-person web teams are cheap not inexpensive
How to Inventory Your Content Warehouse
Remember when I said to treat your content like a product? Now is the time to take practical steps. Your website is like a warehouse: full of treasures. To bring those treasures into your shop window, you need to know what you have and where it’s stored.You have created lots of content as advised in… Continue reading How to Inventory Your Content Warehouse
Churning Content Without a Plan is Gambling
Recently, I have been writing about content consumption a lot. A comment by Therese Torris drew my attention to the causes of the avalanche of content we are struggling to live with. It might appear as though our content environment rewards the churning of low-cost branded content. She calls this “Content Inflation”. However, we can point out an alternative route. Organizations who produce… Continue reading Churning Content Without a Plan is Gambling
Make Your Content More Nimble With Metadata
Metadata permits us to convey information about content in a structured manner so that computers may understand it and use it to make all sorts of cool stuff. Your own content management software, search engines and social networks use it. Tagging your pages is the first step, but you can do much more with meta… Continue reading Make Your Content More Nimble With Metadata
Tactics for Content Re-Use
You might have realised how resource intensive content creation is. There is no hope for economies of scale, unfortunately. However, there are a few things you can do to reduce the costs of content. First, you can use your attention and research time to create more content. Second, you can make your content live longer.… Continue reading Tactics for Content Re-Use
Let Readers Discover Your Publication’s Personality
At first, I used Paper.li simply as an aggregator of links from all the people I followed. Of course, to an outsider, the group of people I follow looks random. No wonder I am the only regular reader of my first paper. To experiment further, I made another paper about content strategy. I thought that… Continue reading Let Readers Discover Your Publication’s Personality
Content Marketing for Small Businesses
Content marketing is the buzzword of the week. Yet, it has always existed: under different names, spread by different means. When a farmer talks with his customers about the compared merits of different crops on the market floor, it is content marketing already. He helps his customers make better sense of the world in a… Continue reading Content Marketing for Small Businesses