Happy New Year! Here at VERDINO & CO, we took advantage of the holidays to slow down and shut down, spending Christmas week and New Year’s Eve contentedly soaking up the sun in Florida. As we kicked back into gear this week, we found inspiration in these fantastic articles: our Five Faves for the week ending January 8, 2016.
- For as long as I’ve been consulting, across various disciplines, I’ve felt a strange tension between strategy and execution. Odd, given the fact that the two are natural complements. This week, a post by copywriter Nic Evans on the GatherContent blog looks at the same tension, specific to content strategy, drawing a distinction between content strategy that informs practice and content strategy that just talks theory.
- Geoff Livingston takes on the theory — or really, the myth — that great content always rises to the top. Whether considering the great American novel that never sells a copy or the content marketing that doesn’t make a mark, Geoff busts the “best content” myth with a simple assertion — your content is only as good as your ability to get it seen.
- Contently published a good look at omni-channel content strategy. Vital in the age of “untethering”, when you simply can’t predict when, where or how your customer will consume your content. (Related: see me speak about untethered content at Intelligent Content Conference in March.)
- In a smarter-than-the-usual-pundits take on content overload, theMediaBriefing looks at the collapse of the attention economy through the lens of mainstream media businesses struggling to survive. Putting our own spin on this story, where too many marketers mistake advice to “think like a publisher” as a frenzied cry to “make more media”, the real right to win comes from understanding how to provide high value, quality content backed with a smart strategy to monetize it.
- If you’re looking for a batch of 2016 predictions that’s a cut above the super-simple and overly obvious, check out the trends Altimeter Group are watching in the new year. Among other things, Charlene Li and team have their sights set on digital governance, visual content analytics, predictive intelligence for content, and the way IoT will reshape the post-purchase customer (and content) experience.
- And if you’re looking for even more inspiration (and you’re willing to forgive me for sneaking a sixth link into our Five Faves), look back at our best thinking from 2015 — you’ll find frameworks, business-critical questions about content strategy, and more in our last post from last year.