WORKWEEK

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…

I work on enterprise content strategy. I’m responsible for performance content (SEO) and campaign content for our SMB audience and our brand team. And I work closely with global counterparts to determine our approach, including translations into French and German.  It’s a complicated mess on the best of days. There are just so many moving…

I was inspired this week by a few LinkedIn posts highlighting content strategies: These posts highlight the best of content marketing: And, they zero-in on one of the most important types of content: Original content, e.g. original research, thought leadership, blog posts, log-form assets, videos, website copy, etc.  Content marketing in concept is simple. Create…

Several years ago at BigCommerce, I put together a content plan to build out a nostalgic piece of content pre-holiday. The thought went something like this: BFCM has everyone’s attention over Thanksgiving, and even December. But by then, my content teams have usually published all we can to help the audience get ready. So, what…

Poor Richard’s Almanack is one of the earliest recorded content marketing efforts I can find, though I am certain not the very first.  It was published by Benjamin Franklin continuously from 1732 to 1758. He wrote it in an effort to promote his printing business, but like all great content marketing, it focused first on…