Content Engineering

Content (Marketing) is finally getting some street cred … again.

Content engineer Philip Wisniewski

Many of us can recall the time we first came across the term “Content is King.” For me, it was probably around 1996 or 1997 (thank you, Bill Gates) and at the time, just about every brand was racing to have a presence on the internet.

Back then, it was mostly static brochure-ware, lending itself to the growth of content’s reign over the digital marketing. Somewhere between the late ’90s and today, we saw a shift in focus, or perhaps more than one shift. From eyeballs in 1999 to user-centered design in 2002 to Web 2.0 rich interfaces shortly thereafter.

And now, after keeping the user front and center, deploying rich apps to any user anywhere, we are back to a focus on the ultimate marketing currency…content. Continue reading

Content Engineering

Maintaining Control Of External Sites

Content Engineer DJ Gilcrease

Many of today’s brands generally have a large number of external or partner third-party sites that should ideally maintain the same look and feel as the brand’s main site. The solution for many is to pull in the CSS from the main site to keep the style of each experience consistent.

This approach has two issues. First: if the main site restructures their DOM or CSS, it can break the external site. Second: content changes do not automatically get propagated to the third-party sites. This can lead to inefficiencies and extra costs in maintaining and supporting those sites. It can also cause a lack of brand control and an inconsistent cross-channel customer experience, which can erode site conversion and brand loyalty.

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Content Engineering

Content Strategy or Bust

Content engineer Philip WisniewskiMinneapolis, on any given spring or summer day, seems to be a great place to do just about anything. Add about 500 content-centric professionals to the mix and you quickly have the perfect environment for the exchange of ideas, best practices, and almost everything else related to content strategy. The 2nd annual event, Confab 2012, was again a smashing success, thanks to the organizers, Brain Traffic, and a number of highly accomplished and passionate speakers (Dan Roam, Ann Rockley, Jared Spool, and Karen McGrane, just to name a few).Confab 2012, The Content Strategy Conference, brought together a community of practitioners and evangelists with a passion for content strategy…which, if you have not been paying attention, is quickly becoming an over-arching discipline in marketing and communications departments to address the challenges of delivering content in a multi-modal, multi-device world.Part user experience, part editorial, and part content management, the practice of developing a content strategy is becoming a hot topic for brands and agencies alike.

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