Here at VERDINO & CO world headquarters, it feels like autumn has finally arrived. The leaves are beginning to turn and a dip in the temperatures has us asking ourselves if the weekend might be a bit too chilly for apple picking. But before the weekend arrives, we’re here to share our picks for the best content strategy and content marketing reads of the week — five articles about factors that could determine whether your content rises above the pack or falls by the wayside.
- This week, user experience consultants Nielsen Norman Group asked ‘Which Comes First? Layout or Content?’ And their answer was, ‘Yes.’ In this chicken-and-egg question, which comes first is less important than making sure the two work together seamlessly.
- Megan Hannay from Citation Labs wrote about brand backstory on the CMI blog. Brand backstory — the resounding “why” that sits at the center of your company’s purpose (the reason the founders started the business in the first place and the reason you do the work you do today) — is the foundation of good content strategy, the font of all great content ideas, and the grounding you need to make sure your content stays true to your vision.
- In a similar vein, Narrative Builders’ Deb Lavoy wrote on CMSwire about why your business’s core narrative is vital for unlocking meaning, marketing and innovation. Without it, she says, theres no way for your team to know whether or not they’re telling a good – or even the right — stories.
- A new post on MarketingProfs highlights the key B2C findings from their recent joint research with the Content Marketing Institute. As a number of other studies have already shown, companies with a documented content marketing strategy outperform those that have jumped straight to tactics. The bad news, though, is that only 37% of the B2C marketers surveyed have a documented strategy. That’s up 27% from last year, but still leaves a lot of room for improvement. (Call us.)
- Reinforcing this point, a different study by UK content firm Sticky Content found lack of strategy to be the #1 barrier to effective content creation (coverage by ClickZ), followed by a bevy of challenges related to workflow and governance. Paradoxically, respondents also put workflow at the bottom of their list of challenges, proving perhaps that many don’t truly understand what content workflow is.
Last but not least, for those of you who haven’t already subscribed, the middle of each month brings readers a new issue of our newsletter — and this was a newsletter week. Each issue recaps the best from the blog, includes original ideas we haven’t published here, and provides a peek into the work we’re doing or bits of our own brand backstory. Sign up here and you’ll be on the list for November.