If you’re wondering whether brand awareness matters, just remember: last week I was feeling nostalgic for college, and so I bought some bubble tea.
My first experience with bubble tea is forever ingrained in my memory, intertwined with my first experience on my own, at college, living in Boston. The first day of classes, as I wandered through campus, I saw the sign: bubble tea. Here was a sign for an exotic, never-before-heard-of beverage, the likes of which I would never have found in the small town where I was raised. It sounded elegant and worldly. It was everything I had dreamed college would be. I immediately bought one (with my brand new debit card), and watched as they put tapioca pearls (!) into a smoothie glass and added something viscous yet light. I raised the straw to my lips, took my first sip, and hated it. I don’t think I managed to finish half of it before throwing the rest away – altogether unsurprising, since I didn’t particularly like tea, juice, or tapioca. Since then my tastes have changed, I’ve come to love tea and enjoy (some) juices, but tapioca and bubble tea have never made the cut. Continue Reading
Influencing the Influencers: Building a Contributor Network from the Ground Up, by Kim Higdon
The problem: They had great assets, but no stories behind them.
They had food photos, activity photos, lots of proof that people have a good time in AZ (which they were selling).
They evaluated what they had:
- A huge community of Arizona advocates
- An understanding of the gaps – what content they didn’t have
- Knowledge that stories (the missing content) existed, but that they didn’t know how to get it
The solution they came up with was to create a platform that users could use to share these stories. Continue Reading
Next Level of Collaboration: The Future of Content & Web Design, by Rebekah Cancino
Work used to be simple. It was tangible and had clear edges. (quote from @kerry_anne) – but now everything has changed.
No matter where a customer is experiencing content, it’s all part of the brand experience.
More and more of our experiences are online, which means more content we need to create, and thus more complexity.
“Meeting the demands of our multi-device web is less a problem of technique and more one of communication.” Mark Llobrera
Rebekah asked: why do we still get stuck, even with extremely talented people? She found patterns that make collaboration and co-design possible. Continue Reading
How to Convince Your Boss to Invest in Content Marketing, by Arnie Kuenn
Arnie’s team does content marketing workshops, and frequently hears students afterwards asking “I can’t get our management to see the potential in this.”
- The problem: using words like “blogging” or “social media” or “content marketing” or “inbound marketing” doesn’t work.
- The solution: use words like “learning” or “helping” or “listening”
Buyers are searching info that helps them to make an informed decision. The business that provide that information win.
The question to ask upper management “when prospects visit our website, do we want to help solve their problems better than anyone else in our industry?”
Content marketing searches are skyrocketing. And yet, most people don’t know what content marketing is – which means we need to explain it to upper management.
“Content marketing is the art of providing relevant, useful content to your customers without selling to them” – this is the definition Vertical Measures came up with. Continue Reading
Taking Messenger from a Feature to a Standalone App, by Marissa Phillips
The Facebook Messenger app has been around for awhile, but no one bothered using it, because it was the same as what already existed on Facebook.
They focused on being “textceptional” – as close to texting as possible.
To start, the mobile designers began by working within the constraints of the actual phones, so that Messenger would feel like texting. Then they wanted to set up a system so that people who were on messenger would appear quickly, so that the user would know who was likely to receive messages. Continue Reading
Your Complete A-Z Guide to Personal Branding, by Barry Feldman
The benefits of a powerful personal brand:
- A steady stream of clients
- More prestige
“Think of your blog a self-directed professional development” Ann Handley”
“To best understand social media you need to become a part of the communities”Neal Schaffer
“Never forget about your personal brand. It’s inherently connected to the business brand you work for.” Chad Pollitt
The rest of the presentation is also available as an infographic.
CSA: Closing the Gap on the Adaptive Content Challenge, by Don Day
Why so much emphasis on adaptive content?
- Content should be easy to find!
- Content should be reusable – it’s not a tea bag.
- Content should be timeless.
There are a lot of factors determining what content is presented:
- The technical, cultural (think jokes that don’t translate), or religious preferences
- The reading level of the audience
- What users have looked at before – to personalize what we give them next and ensure they’ll like it
- How long users will have to consume their information (bites, not meals)
Do More with Less Using Content Pillars, by Amy Higgins
When you’re trying to do a full content strategy process alone, it’s easy to get stuck in the details and lose the big picture. We need to figure out what the sun is for the project.
- What is the sun/what is providing the energy?
- What are the main galaxies? (main priorities)
- What are the main planets? (the mid-sized content)
- What are the moons? (smaller, influential content that revolves around the planets – slideshares, infographics, case studies)
- What are the stars? (the first things people see – social media posts, blog posts)
Interview: Content Design – Working Together for an Elegant User Experience, by Dave Lippman and DeAnn Wright
DeAnn: How did your intro to content strategy start?
Dave: My experience started with content, and a fundamental thing was ensuring content strategists understood the problem, before they began crafting the experience. I still look back at that. It’s important that content strategy be pulled in before we start creating problems.
DeAnn: What’s your view on content and design? How do they work together to create great UX? Continue Reading
Onramp: Making the Case for Author Experience, by Rick Yagovich
- What is “author experience?”
- Why is it an imperative?
- The value of author experience for the whole organization.
What’s the purpose of a CMS? Continue Reading