The hierarchy of content needs: A new model for creating and assessing content

Psychologist Abraham Maslow developed a theory of human motivation that he called the hierarchy of needs. As explained in the Economist, “Needs in the lower categories have to be satisfied before needs in the higher ones can act as motivators. Thus a violinist who is starving cannot be motivated toRead More …

My Confab presentation: Working with a Content Surplus

I’ve just returned from Confab Minneapolis, the content strategy conference, which took place June 3-5. What a wonderful experience — great people sharing and learning, plenty of networking opportunities over delicious food and beverages of all kinds, and the perfect hosts/coordinators/volunteers of BrainTraffic. I was fortunate enough to be ableRead More …

10 content strategy lessons I have learned

In my work with associations, corporations, intranets, and nonprofit organizations, I have come to realize several things that seemed worth sharing. Content strategy challenges and opportunities are similar for organizations in many industries, locations, and sizes — and as a content strategist, your work is similar too. I hope theseRead More …

How to choose digital tools and channels for your association

In your association, you need a good way to make smart decisions about which tools and channels to adopt. It’s all too easy to succumb to “shiny object syndrome,” since it’s free and easy to set up a new channel or tool. However, launching any new tool or channel isRead More …

Content strategy: A two-way mirror between you and your audience

In my work with various clients, I find that many people see content strategists as only outsiders involved when a website is being redesigned. This is a huge missed opportunity, and I wanted to share some thoughts about that. Content strategy guides an organization to create its content most effectively.Read More …