Workflow – The Unlikely Revolutionary in the Democratization of Content Contribution?

Workflow – The Unlikely Revolutionary in the Democratization of Content Contribution?

When organizations deploy content management systems, one of the business objectives that is often cited for the new system is to broaden the number of content authors. You’ll hear reference to marketers and communicators becoming more autonomous, the removal of IT bottlenecks or reducing the dependency on external agencies – and I refer to this as the democratization of content contribution. Over my 15 year career in web content management, I have heard this at…

A Nine Discipline Content Strategy Maturity or Readiness Model

A Nine Discipline Content Strategy Maturity or Readiness Model

When working with our clients in helping to develop content strategies, I am often asked at some point during the initial discovery or assessment phase “how are we doing?”.Human nature dictates that people are naturally curious if their problems or processes are normal – and if not – how far from normal they are. Then once we get to the recommendations stage of an engagement, clients are often wondering what to do first, or where to…

The 4 P’s of your Content Marketing Strategy: People, People, People, People

The 4 P’s of your Content Marketing Strategy: People, People, People, People

I think we can agree that we’ve moved past the notion that organizations need to create content. Mention content marketing to a CMO in an organization large or small and you don’t need to put together a slide deck to make the case for a strategy, they want know how soon we can start. The challenge today is not just about fulfilling the digital consumer’s need for relevant, personalized content, but that the pendulum has…

Hello again to Persuasive Content

Hello again to Persuasive Content

I’ve decided to resurrect the old URL and Persuasive Content moniker for this blog as I am intending to write more about content again. (As you may have noticed the last few years this URL simply redirected to my personal blog iantruscott.me).  There is a good reason for that as I move from being marketing practitioner for a technology vendor, to being an advisor and practice lead for a digital agency (Tahzoo) and I will…

Care to Be Shared? 6 Questions to Ask Of Your Content

Care to Be Shared? 6 Questions to Ask Of Your Content

I recently came across an article on the Business2Community blog that discussed conformity versus creativity in content marketing. It’s worth a read, but buried in the article, I got introduced to  a common sense list of questions that I think content marketers should ask of their content, especially if they hope will be shared. So, I thought I’d share that list here (if only so that I had it to hand!). The list comes from a survey that…

Content Marketing: Just Sizzle, Flash, And Occasional Splash?

Content Marketing: Just Sizzle, Flash, And Occasional Splash?

The use of the Internet as a platform for customer engagement is maturing within organizations; it is no longer the preserve of the technologically gifted. As the Internet has moved from a technical, tasked-based function up the corporate agenda, we are seeing distinct business disciplines and best practices being defined. Web governance, content strategy, and content marketing are all examples of “things that people have been doing for ages,” and they are now coalescing into…

If You Love Your Content, Set it Free!

If You Love Your Content, Set it Free!

I’m sitting on my deck, the sun is out, I have a cup of tea resting on the broad arm of my adirondack chair. After a cheery wave to my neighbor, with my favored mobile device in hand, I am indulging myself in a long overdue catch-up with my RSS feeds on a fine Saturday morning. Contented as I flick through the wisdom of the bloggers I have chosen to follow. But wait… I have had to…