Five Maxims for a Successful Digital Content Strategy
Monday, August 20, 2007
{self}No longer is “we have a website” a sufficient response to the question “What’s your company’s digital content strategy?”{/self}
Tag: digital strategy
Davis Thinking
Full or Meaningful?
Monday, November 30, 2009
Now that we've pushed back from the Thanksgiving table and returned to work, it's worth focusing a moment not on our abundance of blessings, but on our glut of content across platforms. These blessings are decidedly mixed. Faced with multiple options we graze and gorge on empty calories, but rarely succeed in satisfying our hunger.
Cultivate Your Company’s Capacity for Gorgeous Instability
Monday, September 24, 2007
When we counsel clients about online strategy, we frequently use the term “perpetual beta.” The idea is to break the notion of a “complete” web project, that what lies ahead is a continuous learning experience. Corporate response to this is almost universal: Help us make a bullet-proof plan. The problem with “perfect plans” is that they end in perfect failure.
Web Content Strategy: What’s Your Signal-to-Noise Ratio?
Wednesday, September 12, 2007
Congratulations. Your business has embraced a digital content strategy. You’ve all settled on the cornflower blue icons. The company president wants to know if you’ve “gotten IT to install the Web 2.0 yet.” You’re sitting in your cube, taking a moment to breathe, thinking that the beast has been slain, the stables cleaned, the rock is on the top of the mountain, and hey, Hell looks nice from up here.
At Issue } essential reading
Do We Still Need Websites?
Aug 11, 2010
So with all this relentless talk about Twitter accounts, Facebook fan pages and cool new apps, I have a serious and timely question. Do brand websites still matter? Yes, I know -- even asking this question is a bit digitally sacrilegious. Websites are to digital strategy as models are to fashion, but do we really need them?
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Ford Speaks: How to Sell Cars and Influence People
Jul 20, 2010
Scott Monty is the global digital communications chief for the Ford Motor Company, and full disclosure, a force to be reckoned with in The Influence Project. He currently ranks at number 43. He likes to say that Ford subscribes to a combination Woody Allen/Yogi Berra theory for social media where 90% may be just showing up, but what's critical is what you do when you get there. Monty talked to Fast Company about Ford's strategy for combining online and traditional advertising, breaking out of comfort cliques to expand a customer base, and the trials and opportunities presented by living in a 140 character society.
Digital Strategy, Generous Interactions And The Engagement Opportunity
Jul 9, 2010
Aki Spicer, digital planning director at Fallon, recently shared a presentation he gave on brand engagement and planning in a digital age. He is also the co-founder of Planning for Good, and seeks to “bring planning into the age of participation.” Spicer’s presentation is insightful, informative and worth reading in its entirety – that said, we culled several ‘guidelines’ from it, for anyone wanting and needing to think as a digital strategist.
The Abandoned Tollbooth
Jun 2, 2009
Time Warner is going to spin off AOL by the end of the year. It should hurry up. It paid $124 billion in 2001; while that's less than a decade ago, it might has well have been a different planet. The Internet was fast becoming the superhighway for business and entertainment, and AOL owned one of the first and largest tollbooths. It was the Google and Twitter of its day. AOL made money, and seemed poised to be perhaps the dominant portal for Internet experience. Some critics even worried that it was poised to take over the Internet.
Digital Strategy Is a Process, Not a Product
May 20, 2009
Digital strategy should be a continuous and iterative process, informed by a steady flow of measurement and used to guide tactical adjustments in pursuit of the client's primary online objective.
