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BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss.BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss. WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences HOW TO AUDIT BIG WEBSITES The upfront method can be speedier, but you may get better results when auditors who are immersed in the content decide which pages are most useful to evaluate. Split the spreadsheets. For most audits, you need to create a spreadsheet to record your results. For a big audit, it’ll be especially important to keep things organized. TEN YEARS LATER: THE DISCIPLINE OF CONTENT STRATEGY Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every FINDING THE RIGHT PROBLEM TO SOLVE This is the secret superpower of the content strategy: identifying the right content challenges to solve. Bring the content strategist to the table early and often, and you’ll avoid the content problems that rear their ugly heads in the eleventh hour of any project. It’s often useful to engage a third party to conduct a situation analysis AN INTRODUCTION TO CONTENT ECOSYSTEM MAPS A content ecosystem map is not a workflow. Content ecosystem maps are a great way to capture all of your various workflows listed together in one place along with the people, content, and channels those workflows support. However, they are too high-level to document the complete production workflow of a given content type. WHAT DOES A CONTENT STRATEGIST DO? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences ASSESSING YOUR USER-CENTERED CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. TWO THINGS EVERY CONTENT STRATEGY NEEDS Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every HOW TO PLAN YOUR CONTENT ECOSYSTEM MAPPING PROJECT Content ecosystem mapping is a flexible and scalable methodology, but that flexibility can be overwhelming. Eventually, pouring additional hours into mapping does not bring additional clarity. (And your goal is always to increase clarity.) Timeboxing your mapping efforts before you start will help guide you on questions of scope, scale, and MAKING TIME FOR CONTENT STRATEGY Making Time for Content Strategy. Taking time to slow down and really think about content can seem impossible. But it’s a crucial step for the health of your business (and self). Sustainable content success depends greatly on how much time people in the organization who care about content generally are allowed to care about contentBRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss.BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUAD The practice of content strategy has evolved a lot over the past few years.We’ve seen several newly defined specializations (like UX writing, content engineering, and product content strategy) popping up all over in blog posts and job descriptions.In fact, there are literally thousands of content strategy jobs in the marketplace today!Love it.
TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every HOW TO AUDIT BIG WEBSITES The upfront method can be speedier, but you may get better results when auditors who are immersed in the content decide which pages are most useful to evaluate. Split the spreadsheets. For most audits, you need to create a spreadsheet to record your results. For a big audit, it’ll be especially important to keep things organized. WHAT DOES A CONTENT STRATEGIST DO? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences HOW TO CLEAN UP YOUR CONTENT MESS Content Strategy Tip #1: Lots of content isn’t better content. Get rid of the ROT. You’d be amazed at what a difference you can make in the content on your site by just eliminating the stuff that is redundant, outdated, or trivial. For smaller sites, you might be able to do this in one fell swoop. WHAT IS CONTENT STRATEGY? CONNECTING THE DOTS BETWEEN Content strategy means getting the right content, to the right people, in the right place, at the right time. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. Any of these definitions are correct. They’re just different ways of setting the stage for content as aproduct of
MAKING TIME FOR CONTENT STRATEGY Making Time for Content Strategy. Taking time to slow down and really think about content can seem impossible. But it’s a crucial step for the health of your business (and self). Sustainable content success depends greatly on how much time people in the organization who care about content generally are allowed to care about content HOW TO PLAN YOUR CONTENT ECOSYSTEM MAPPING PROJECT Content ecosystem mapping is a flexible and scalable methodology, but that flexibility can be overwhelming. Eventually, pouring additional hours into mapping does not bring additional clarity. (And your goal is always to increase clarity.) Timeboxing your mapping efforts before you start will help guide you on questions of scope, scale, andKRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across everyBRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUAD The practice of content strategy has evolved a lot over the past few years.We’ve seen several newly defined specializations (like UX writing, content engineering, and product content strategy) popping up all over in blog posts and job descriptions.In fact, there are literally thousands of content strategy jobs in the marketplace today!Love it.
HOW TO AUDIT BIG WEBSITES The upfront method can be speedier, but you may get better results when auditors who are immersed in the content decide which pages are most useful to evaluate. Split the spreadsheets. For most audits, you need to create a spreadsheet to record your results. For a big audit, it’ll be especially important to keep things organized. TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every WHAT DOES A CONTENT STRATEGIST DO? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences WHAT IS CONTENT STRATEGY? CONNECTING THE DOTS BETWEEN Content strategy means getting the right content, to the right people, in the right place, at the right time. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. Any of these definitions are correct. They’re just different ways of setting the stage for content as aproduct of
AN INTRODUCTION TO CONTENT ECOSYSTEM MAPS A content ecosystem map is not a workflow. Content ecosystem maps are a great way to capture all of your various workflows listed together in one place along with the people, content, and channels those workflows support. However, they are too high-level to document the complete production workflow of a given content type. HOW TO CLEAN UP YOUR CONTENT MESS Content Strategy Tip #1: Lots of content isn’t better content. Get rid of the ROT. You’d be amazed at what a difference you can make in the content on your site by just eliminating the stuff that is redundant, outdated, or trivial. For smaller sites, you might be able to do this in one fell swoop. MAKING TIME FOR CONTENT STRATEGY Making Time for Content Strategy. Taking time to slow down and really think about content can seem impossible. But it’s a crucial step for the health of your business (and self). Sustainable content success depends greatly on how much time people in the organization who care about content generally are allowed to care about contentKRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every HOW TO HIRE A CONTENT STRATEGIST Some good numbers to know, according to Glassdoor: The average national salary for content strategists in the United States is $72,742*. The average salary for a content strategist just starting out (0–1 years of experience) is $54,733*. The average salary for a seasoned content strategist (15+ years of experience) is $106,582*.BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
KRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss.BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
KRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FOR A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss. WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUAD The practice of content strategy has evolved a lot over the past few years.We’ve seen several newly defined specializations (like UX writing, content engineering, and product content strategy) popping up all over in blog posts and job descriptions.In fact, there are literally thousands of content strategy jobs in the marketplace today!Love it.
TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every AN INTRODUCTION TO CONTENT ECOSYSTEM MAPS A content ecosystem map is not a workflow. Content ecosystem maps are a great way to capture all of your various workflows listed together in one place along with the people, content, and channels those workflows support. However, they are too high-level to document the complete production workflow of a given content type. WRANGLING THE WILD, WILD WEST OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every HOW TO AUDIT BIG WEBSITES The upfront method can be speedier, but you may get better results when auditors who are immersed in the content decide which pages are most useful to evaluate. Split the spreadsheets. For most audits, you need to create a spreadsheet to record your results. For a big audit, it’ll be especially important to keep things organized. FINDING THE RIGHT PROBLEM TO SOLVE This is the secret superpower of the content strategy: identifying the right content challenges to solve. Bring the content strategist to the table early and often, and you’ll avoid the content problems that rear their ugly heads in the eleventh hour of any project. It’s often useful to engage a third party to conduct a situation analysis ASSESSING YOUR USER-CENTERED CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. WHAT IS CONTENT STRATEGY? CONNECTING THE DOTS BETWEEN Content strategy means getting the right content, to the right people, in the right place, at the right time. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. Any of these definitions are correct. They’re just different ways of setting the stage for content as aproduct of
CONTENT STRATEGY IS NOT UX Content Strategy is Not UX. It’s time to look beyond your industry-specific definition of content strategy and end these marmot wars once and for all. Every couple of weeks, one of my colleagues in the content strategy community wigs out a little bit about marketing people co-opting “our” terms and processes for their own(presumably
BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
KRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FORTACTICAL VS STRATEGIC DEFINITIONTACTICAL VS STRATEGIC LEADERSHIPTACTICAL VS STRATEGIC MANAGEMENTCORE STRATEGY IN BUSINESSGOAL VS OBJECTIVE VS STRATEGYOBJECTIVES VS STRATEGY VS TACTICS A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss.BRAIN TRAFFIC
Find your people at a Brain Traffic event. Join us at one of our wildly popular content strategy conferences, Confab and Button —all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. CONTENT STRATEGY ARTICLES Brain Traffic content strategy articles provide best practices and industry insights for improving content on websites, in products, and across content marketing programs. HOW TO PLAN AND RUN A CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. THE SECRETS TO STAKEHOLDER ALIGNMENT 5 steps to getting your stakeholders aligned. To get to the hand-holding and singing, follow these five steps: 1. Identify your stakeholders. First, make a list of the stakeholders for your project. Get specific—not just “someone from product development.”. Find out precise names and titles. Then, determine what type of stakeholdereach
HOW TO BUILD YOUR COMMUNITY OF PRACTICE 2. Schedule routine gatherings with the specific purpose of sharing practice methods and lessons learned. Steal any of the above-mentioned ideas! 3. Create workspaces to share artifacts and conversation. Use Slack workgroups, microsites, cloud-based sharing, even email newsletters. 4. Stay on it. NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUADSEE MORE ONBRAINTRAFFIC.COM
BRAIN TRAFFIC LANDS THE QUAD! Brain Traffic Lands the Quad! Substance, structure, workflow, governance. Now there’s a recipe for content strategy success. In 2018, we updated the content strategy quad to include elements of content design and systems design. The original quad featured in this post is still available on the Brain Traffic blog for archivalpurposes, so make
AN INTRODUCTION TO METADATA AND TAXONOMIES Let’s clear up definitions and applications of these two content strategy must-haves. Brain Traffic. |. August 18, 2017. As the structured/adaptive content conversation progresses, metadata and taxonomies will also become more and more important. To participate in the conversation, you don’t need to know everything—but you doneed to
KRISTINA HALVORSON
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every CORE STRATEGY VS. STRATEGIC PRIORITIES: WHICH IS RIGHT FORTACTICAL VS STRATEGIC DEFINITIONTACTICAL VS STRATEGIC LEADERSHIPTACTICAL VS STRATEGIC MANAGEMENTCORE STRATEGY IN BUSINESSGOAL VS OBJECTIVE VS STRATEGYOBJECTIVES VS STRATEGY VS TACTICS A core content strategy statement is a concise statement (we usually try to keep it to fewer than 30 words) that typically summarizes choices about why a company (or team) produces content, for whom, and how it manifests (the “what”). Example: Create concise, on-brand content that empowers our priority users to efficiently complete tasks and manage risk of financial loss. WHAT IS STRATEGY (AND WHY SHOULD YOU CARE)? Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences NEW THINKING: BRAIN TRAFFIC’S CONTENT STRATEGY QUAD The practice of content strategy has evolved a lot over the past few years.We’ve seen several newly defined specializations (like UX writing, content engineering, and product content strategy) popping up all over in blog posts and job descriptions.In fact, there are literally thousands of content strategy jobs in the marketplace today!Love it.
TEN YEARS LATER: THE DISCIPLINE OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every AN INTRODUCTION TO CONTENT ECOSYSTEM MAPS A content ecosystem map is not a workflow. Content ecosystem maps are a great way to capture all of your various workflows listed together in one place along with the people, content, and channels those workflows support. However, they are too high-level to document the complete production workflow of a given content type. WRANGLING THE WILD, WILD WEST OF CONTENT Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the owner of Brain Traffic, a content strategy agency; the author of Content Strategy for the Web; host of The Content Strategy Podcast, and the founder of the Confab content strategy conferences.Kristina speaks worldwide about content strategy, educating and inspiring audiences across every HOW TO AUDIT BIG WEBSITES The upfront method can be speedier, but you may get better results when auditors who are immersed in the content decide which pages are most useful to evaluate. Split the spreadsheets. For most audits, you need to create a spreadsheet to record your results. For a big audit, it’ll be especially important to keep things organized. FINDING THE RIGHT PROBLEM TO SOLVE This is the secret superpower of the content strategy: identifying the right content challenges to solve. Bring the content strategist to the table early and often, and you’ll avoid the content problems that rear their ugly heads in the eleventh hour of any project. It’s often useful to engage a third party to conduct a situation analysis ASSESSING YOUR USER-CENTERED CONTENT STRATEGY Scott Kubie is the lead content strategist here at Brain Traffic and the author of Writing for Designers from A Book Apart.Scott has focused on the content side of digital experiences since 2009, and was the first UX content strategist at Wolfram Research. WHAT IS CONTENT STRATEGY? CONNECTING THE DOTS BETWEEN Content strategy means getting the right content, to the right people, in the right place, at the right time. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. Any of these definitions are correct. They’re just different ways of setting the stage for content as aproduct of
CONTENT STRATEGY IS NOT UX Content Strategy is Not UX. It’s time to look beyond your industry-specific definition of content strategy and end these marmot wars once and for all. Every couple of weeks, one of my colleagues in the content strategy community wigs out a little bit about marketing people co-opting “our” terms and processes for their own(presumably
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FIND YOUR PEOPLE AT A BRAIN TRAFFIC EVENT. Join us at one of our wildly popular content strategy conferences,Confab and Button
—all online until this dang pandemic is over. Spend time with world-class speakers, make new friends behind the scenes, and get 365-day access to a robust virtual library of talks and live broadcast recordings. FILL YOUR HEAD WITH BIG IDEAS. Browse the Brain Traffic article library , and buy one (or both!) of our content strategy classics—_Content Strategy for theWeb_
and _The Content Strategy Toolkit_.
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