Read e-book online Content Strategy at Work: Real-world Stories to Strengthen PDF

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By Margot Bloomstein

ISBN-10: 0123919223

ISBN-13: 9780123919229

Content material is king... and the hot kingmaker... and your message must align together with your version and metrics and different mumbo jumbo, correct? no matter if you're slogging via idea or buzzwords, there's no denying content material process is coming of age. yet what's in it for you? And if you're no longer a content material strategist, why in the event you care?

Because no matter if content material approach isn't your activity, content's most likely your problem--and most likely greater than you think that. You or your corporation has a message you need to bring, correct? you could carry that message via a number of channels and content material forms, from Tweets to testimonials and photograph galleries galore, and your viewers has simply as many ways of attractive with it. such a lot of methods, rather a lot content... so where's the matter? that's the challenge. and you may degree it in time, creativity, cash, misplaced chance, and the sobs you listen both from artistic administrators, venture managers, and search engine optimisation specialists.

The resolution is content material method, and this ebook deals real-world examples and methods you could undertake, irrespective of your position at the workforce. placed content material technique to be just right for you by means of taking in never-before-seen case reviews from groups at Johns Hopkins medication, MINI, Icebreaker, and extra. content material technique at paintings is a publication for designers, info architects, copywriters, undertaking managers, social media experts, and somebody who works with visible or verbal content material. If conversation issues on your corporation or shopper, placed content material technique to paintings for you.

discover a content material method framework and strategies from either consultancies and in-house advertising departments

Dig into case experiences and interviews from manufacturers in academia, clothing, community tv, the non-profit zone, retail, and more

assemble sensible revenues recommendations and examples to promote content material strategy--or to exploit content material technique to promote different companies and bigger initiatives

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3 Compare that with the hospital with a specialized focus that is able to deliver superior service by marshalling and integrating just the right people, equipment, and resources to treat a specific kind of disease. Christensen and his colleagues equate brand positioning with the idea of “hiring” a product, service, or company to do a particular job. Not all jobs, just a very specific job. And the more specific the job, the better. Focusing a product and its brand on a job creates differentiation.

5 Because most enterprises haven’t taken the time or exercised the willpower to define a relevant, differentiating value proposition of their own, they default to the nonstrategy of adaptation—adaptation of category features, benefits, and pricing. They simply adapt to the status quo in the category. But powerful value propositions are never the result of duplicating what other brands or companies do. In fact, they’re often born out of doing the exact opposite. THE FOLLY OF ALL- IN - ONE One of the main forces at play that leads brands to become homogeneous is the tendency to define the value proposition solely in terms of product or service attributes.

Behavioral psychology tells us that the way to be truly “incomparable” is to avoid offering the commonplace. Using consumer package goods as an example, if you as a consumer were asked the average price of a gallon of milk, you’d have a pretty good answer. What would you expect to pay for a bottle of white truffle oil? Because it’s an uncommon item, most of us wouldn’t have an accurate guess. Professional knowledge firms N ot B e s t Pra c ti c e s , B u t N e x t Pra c ti c e s 27 that offer up the standard list of services and capabilities are therefore quite “comparable” with other firms.

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Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein


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