After a day of talking social media, regulations, and innovative marketing, you’ll be well on your way to smarter content marketing–right? Not so fast. With all the data you have on your target audience, it’s easy to personalize your story for users, their context, their conditions–and all that can be downright creepy. Content strategist Margot Bloomstein, author of Content Strategy at Work, will share how you can connect without throwing off your users. We’ll discuss how content strategy can unite your efforts, ensure you build a cohesive brand, and maintain an appropriate voice across channels, authors, and “the fine print.”
Presented at Content Marketing World Health Summit 2012, Cleveland; #CMWorld, November 7, 2012.
5. @mbloomstein #cmworld
Content strategy: planning for the creation,
aggregation, governance, and expiration of
useful, usable, and brand-appropriate content
in an experience.
32. @mbloomstein #cmworld
“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.
33. @mbloomstein #cmworld
This is one of the few Google services that
reveals how much the company really knows
about you.
34. @mbloomstein #cmworld
The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.