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News & Notes

Sarah Worsham / Dec 11, 2008

Content is King – So What's Your Content Strategy?

kingmark_cogginsYou’ve heard it before – content is king.  Well without regularly updated useful content your business website will stagnate.  It’s the end of the year and a good time to reflect on how you’re using your website and the Internet to further your business goals.  Take a few minutes to think about how you can use content to help your customers and further your goals.  The good news is that content strategy can be cheap (in dollars) to implement and can provide excellent returns on investment (helping you reach your goals).  Here are some questions to consider in your content strategy:

  • What goals are you trying to reach with your content?
  • How will you measure your progress towards those goals?
  • What content should you provide?
  • How often will you post new content?
  • What types of content will you post (text, audio, video, images)?
  • How will you use your content and get your message out to your customers?
  • How will you connect with your customers and have rewarding, useful conversations?

In the next few posts I’ll give you an example of a content strategy that can work for any business and how to measure progress towards your business goals.

(photo by Mark Coggins @ Flickr CC)

Technorati Tags: content, customer-centric,content strategy, strategy, internet marketing, internet business strategy

Aaron Worsham / Dec 10, 2008

Perspective requires distance

moonkevinBack in college I was hopelessly naive.  A sheltered childhood had insulated me against the harsher aspects of the world so that my overall perception of the universe was as simple to understand as it was far from reality.  Like most kids at that awkward age, I really was convinced that I had it all figured out, knew what it was all about and how it all worked.  I could see, or thought I could see, the system that turned the gears and my place in that great machine was as assured as it was inevitable.  Yeah like I said – hopelessly naive.  It lasted half way through my first class.

The class was Psychology 101 with professor whats-her-name, who all know who I’m talking about, with the frizzed pony tail tucked behind large thick glasses.  She was talking about perception and how we are all suckers to the lies our brains tell us about the world around us.  She showed us some optical illusions, the kind 3rd graders marvel over, and I was unimpressed.  I listened with polite disinterest, confident in my command of my own senses.  Then suddenly, like a lightning bolt on a clear day, she told us about the moon.

You see, the moon is an optical illusion too.  On those nights when you stare out through your car windshield at the huge satellite on the horizon, orange and magnificent, you are really being lied to.  The moon doesn’t grow and it doesn’t get any closer.  It is always that smallish gray orb, only our minds make it larger when it is closer to the ground and trees and other things that we have mental models to compare sizes to.  I always loved watching the moon from my bedroom window on summer nights, sometimes even sitting up on the roof’s peak to get a better view.  I was so close to the ideal of that perfect harvest moon, so connected to it, that the discovery of its deception was powerfully jarring.  What else was I wrong about?  What else had I blindly believed?

I live in Detroit now, which is in its own way a form of self delusion.  A microcosm of a macrocosm of misery surrounds this place like a dense fog.  My friend tells me about her circle of friends that work in the auto industry.  A couple of them have lost their jobs and a couple more think it is coming soon.  My uncle is worried that the bank he works for may not be on the list for a bailout.  I think about the work I do and I slip back into comforting lies that nothing bad could possibly happen to me.  Yet I can see the moon from my window when I work late, trying to impress someone else, and I know that perspective requires distance. I pack it up for the night and go home.  The work will be there in the morning.

We have books and magazines and podcasts and blogs and webinars and conferences dedicated to maximizing our business potential.  Between that we have networking luncheons and evening round-table talks and weekend retreats to double guarantee success. And yet, for all that effort, believing you have mastered your fate is an illusion of perception.

My advice?  Step back and get some distance from it.  Find your own perspective.  Realize that the balance of work with family and personal interests is really just about the best recipe for happy, healthy living.  I now am spending Mondays with my daughter at the community pool and Sundays out at my woodshop.  How about you?  What do you do to get perspective?

Photo attributed to Kevin

Sarah Worsham / Dec 9, 2008

Online Customer Engagement Findings

cscapelogoAs a followup to yesterday’s post on online customer engagement, reader Sarah Woodbridge suggested taking a look at cScape’s report on Customer Engagement.  The report is well worth a look (and it’s free!).  They’ve been producing a report for 3 years so they have a bit of historical data as well.

Customer engagement is widely seen as a way of deepening and enriching a product or service offering and a method for gaining customer insight.  – The cScape Online Customer Engagement Survey Report 2009

Here are some of the key findings:

  • Only 42% of organizations surveyed have a defined customer engagement strategy in place
  • 41% of respondents said that deteriorating economic climate has resulted in a greater focus on customer engagement
  • There’s interest in creating relationships with customers to increase the long-term customer value and also to increase the value delivered to the customer.
  • Most organizations feel that sensitivity to price is a key customer behavior that will have to be addressed in the next 12 months (48%).
  • Email newsletters are the most likely tactic to improve customer engagement (59%).
  • Web 2.0 and social media such as user ratings & feedback (41%), user-generated content (37%), blogging (36%) and social networks (36%) will also be used to engage customers.
  • Very few companies (5%) have a strategy that uses mobile channels.
  • Lack of resources continues to be a barrier to successful customer engagement.
  • About a third of companies site problems with technology as a significant barrier to cultivating better customer engagement.

Technorati Tags: online customer engagement, customer-centric,brand, branding, internet marketing, brand management, brand strategy, internet business strategy

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About Sazbean


Sarah Worsham (Sazbean) is a Webgrrl = Solution Architect + Product Management (Computer Engineer * Geek * Digital Strategist)^MBA. All views are her own.

Business + Technical Product Management

My sweet spot is at the intersection between technology and business. I love to manage and develop products, market them, and deep dive into technical issues when needed. Leveraging strategic and creative thinking to problem solving is when I thrive. I have developed and marketed products for a variety of industries and companies, including manufacturing, eCommerce, retail, software, publishing, media, law, accounting, medical, construction, & marketing.

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