WORKWEEK

The online discourse about content marketing is all over the place. SEO works. SEO is dead. Webinars work. Webinars are dead. Long-form content works. Long-form content is dead.  Most of these takes are, well, takes. There’s little data backing them up, and even if there were, the larger questions around website information architecture and interlinking,…

Your product marketing team is your #1 input to your content strategy. In fact, at many orgs, content marketing and strategy teams live on product marketing. But even if yours doesn’t, your content strategy needs to align with your product roadmap.  Marketing’s main job is to create a narrative and tell a story around how,…

A short & sweet list of things that haven’t changed even a little:

I’m deep in the work of content taxonomy this week. In fact, it’s why I’m in Boston. I’m gathering in person with content stakeholders across the organization to align on content categorization and tagging. The goal is to walk away more aligned, and ultimately to update (i.e. clean up) our site-wide search functionality.  It’s nerdy,…

I’ve been thinking about content governance a lot recently, which makes sense.  When you get to a certain size of content library, and your company launches an insane amount of new products and features each month, let alone quarter, you find yourself needing to make consistent updates to old content simply because a product doesn’t…