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Measuring your “Return on Content”: How to tell whether your content is successful

If your organization is like most, it publishes a lot of content. When I oversaw Realtor.org, the member website of the National Association of Realtors, we published or updated 25 to 50 pieces of content every day. (Surprising, right? When we added it up, we were astounded also.) This contentRead More …

A lesson in content types

A key task in conducting a content audit is determining what content types exist. Creating and managing content by type is essential to an effective website. “Content type” captures regularly occurring kinds of content found on a website. It is founded what the content is ABOUT. (Developers tend to equateRead More …

Roadmap to content strategy success, part 1

Content strategy – that is, creating content in a strategic way so it helps your organization reach its business goals by meeting your users’ needs – almost always requires change. It is a journey that takes careful planning and management. Content strategy for any digital presence, whether an intranet orRead More …

How to sell content strategy to management

My article on this topic was published today in UX Booth, an online journal for user experience professionals. In order for a strategic, holistic approach to content to be adopted throughout a large organization, management must buy in. They’ll do that if they see the connection between content problems andRead More …

How associations can attract and retain members with a content strategy

Content – programs, products, services, events, etc. – represents the value that associations produce. Creating, publishing, and managing that content strategically is key to making the organization’s value more visible to both existing and prospective members, and will enable the organization to thrive by helping its members succeed. On aRead More …