The Quantified Brand
As Content Strategists we are hardwired to measure, quantify and count things. We hold our content accountable, and we are expected to be able to report results. And yet, somehow, brand escapes this...
View ArticleIntroduction: High Hopes
This story is mostly true. We changed some details to protect the innocent and made some up to entertain you, the reader.Over the next week, we’re going to recount the story of Mary, the CMO of a...
View ArticlePart One: When The Honeymoon Ends
The First Four Months…With an approved budget, and energized by a newfound sense of possibility, Mary hosts a brainstorming session with her internal team. The whiteboard quickly fills with ideas for...
View ArticlePart Two: A Desperate Decision
6 to 12 months…Previously on Content Tales Stanley, the COO of Mary’s law firm called her in to show what kind of return the firm was getting for its investment in her plan.* * *Stanley’s email hit...
View ArticlePart Three: Tactics Ad Populum
Previously on Content Tales - Mary attempted to appease Stanley’s need for numbers, only to get burned by SEO.Over the past year, Mary has been anything but idle while Tactics, Inc. diligently applied...
View ArticlePart Four: The Dark Side of Tactics
Previously, on Content Tales: Mary fired her SEO firm and successfully turned her marketers into publishers.Mary looked at the blank email and told herself she was being proactive. Her team was doing...
View ArticlePart 5: Balance is Restored
Previously on Content Tales, Mary appeased Stanley by doubling down on tactics and measuring everything. But this came at a cost: she and her team had lost the excitement, the joy, that came with their...
View ArticleThe Content Cult
Have you seen the new Coca Cola website? Talk about a brand that has truly embraced content! There’s hardly any mention of the product at all. Rather than selling me Coke, Coke Zero and Coke with Lemon...
View ArticleIs Your Site Doing It’s Job?
Before you can answer the question of whether or not your site is doing its job, you first have to ask the question “what is the job of my site?” It’s not as philosophical as it sounds. Websites should...
View ArticleThe Changing Meaning of Black Friday
If you’re like millions of other Americans today, you’re either shopping or recovering from the experience. Don’t worry, that’s normal. Thanksgiving has been associated with the start of holiday...
View ArticleHoliday Post Humbug
The 12 Days of Content MarketingContent Tips To Stuff Your StockingThe Gifts of the Content MagiWhat Kind of Christmas Cookie is Your Brand?It’s that time of year where feeds all over are flooded with...
View ArticleA Content Strategy Holiday Gift Guide
As noted in Monday’s blog post, content strategist draws from a variety of backgrounds in order to create well-rounded and adaptable strategies. The breadth of backgrounds and still-evolving industry...
View ArticleTurn your Stuff into Content
“Content is everything,” you hear people proselytize. But don’t let anyone tell you everything is content. Not to harp on semantics, but a successful content strategy must be built on what content...
View ArticleMind the Gap
Know your enemy. Whether you’ve read Sun Tzu or not, the concept is familiar. If you know what your enemy is doing, you increase your likelihood of winning, whether that’s in war or in the business...
View ArticleDon’t Predict, Plan.
Regardless of the vertical, the end of the year always seems to bring out two types of content – the Retrospective and the Prediction. As their names suggest, the Retrospective takes a good, hard look...
View ArticleCover Your Back End
You’ve heard the old adage, “retaining customers is cheaper than acquiring new ones.” But why settle for simply retaining customers after they make the purchase? With the right plan and the right...
View ArticleStop Wasting Time on Keywords
Why are you still doing keyword research? Every day client time and money is wasted by SEO companies that insist on doing keyword research. But, is keyword research still a necessity in the current...
View ArticleOur Annual Review
By now you could probably guess a Recurve Year in Review post is going to be much more than simple nostalgia. Today, we’re going to air some of our dirty laundry to show you how we used the data we’ve...
View ArticleWelcome to the Big One Four
The start of the year represents a refresh for most of us, doubly so for cyclical planners. To denote that new beginning, let’s have a little strategic fill-in-the-blank.2014 will be...
View ArticleBefore You Fire Your Ad Agency…
If you look at data on consumer engagement with TV, radio, and banner advertising, you could surmise that the only people who really like ads are the people making them. No one’s beating the “ad...
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