The document outlines 8 digital trends for 2015 as presented by speakers at an event. The trends are: 1) Customer experience becoming a top priority, 2) Focusing on content quality over quantity, 3) Leveraging cooperative content like user-generated and employee-generated content, 4) Video becoming a main content format, 5) Paid social media gaining importance alongside organic social media, 6) Owned social media platforms making a comeback, 7) Search marketing integrating more with other channels, 8) Local marketing improving listings and integration across platforms. The document provides supporting data and recommendations for each trend.
User Centered Everything - (Personalization, Customer Experience, User Design...)
Real trends v. basics
Takeaway: If your content doesn’t speak to your users and it doesn’t meet your business goals, it doesn’t matter how much you create—no one’s going to want it. Content marketing is not Field of Dreams: Just because you build it does not mean they will come. You have to figure out why people will even want to read your content in the first place.
Takeaway: If your content doesn’t speak to your users and it doesn’t meet your business goals, it doesn’t matter how much you create—no one’s going to want it. Content marketing is not Field of Dreams: Just because you build it does not mean they will come. You have to figure out why people will even want to read your content in the first place.
Takeaway: If your content doesn’t speak to your users and it doesn’t meet your business goals, it doesn’t matter how much you create—no one’s going to want it. Content marketing is not Field of Dreams: Just because you build it does not mean they will come. You have to figure out why people will even want to read your content in the first place.
Same basic advice from two year’s prior. Underlying message is to stay hydrated by drinking tea. Content doesn’t bring anything new or relevant to the conversation.
Great page that speaks to everything Starbucks Foundation has contributed to community-building programs, but the last update was on what they did in 2013. Rest of the page goes on to talk about 2013, and doesn’t give an update after. In fact, much of the Responsibility section of the site is outdated, with multiple updates given on 2012/2013 progress, then nothing after that.
Everyone loves Oreos, but these posts show that just because you can get on the Big Game bandwagon doesn’t mean you should. This content is a stretch for sure. Just another example that proves that just because something looks good does not mean it provides value.
Archer
Archer
Archer
-What do those social conversations look like? What needs do your consumers have?
-What insights can we take out of analytics?
-Categorize keywords into themes.
-Take all of that research and use it to drive content strategy. Create a tactical plan and execute it.
-Real-world metrics (conversions, revenue, etc)
Archer
Can you explain again how content strategy is different than content marketing?
What about utility marketing?
Should CS and UX really happen at the same time? It seems from your examples that content should almost always come first.
What brands are doing a good job integrating UX Design and content? (PayPal, MailChimp, LastPass, Minitab, )
Do you have any examples of improved results with the integration of UX Design & Content Strategy with a client? (PayPal, ASU, QuickLearn, GibsonDunn)
What 3 simple steps can you recommend to build this UX Design/Content Strat union for in-house teams?