Putting Your Money Where Your Mouth Is: Closing the Loop in Content Strategy

A guest post by Noz Urbina, Mekon Senior Consultant and Congility 2011* Conference Chairperson * Keep reading for discounted and even free entry opportunity. The Hole in Holistic There’s an industry buzz about Content Strategy. But, in it, there’s a tendency to define Content Strategy as near synonymous with internet marketing strategy, or worse, clever web copy writing. There’s regularly an assumption that we’re talking about B2C mass-market writing where we’re trying to drive web conversions, ‘excite’ customers, and drive click-throughs. Although web marketing projects need content strategy, I don’t think that adequately defines the discipline. All dentists are doctors, but not all doctors are dentists. Content Strategy is in its adolescence, and the discipline is asking: Who are we? …

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