UIEtips: Content Marketing Sustains the Conversation

Jared Spool

February 19th, 2014

In today’s UIEtips, Ahava Leibtag shares an excerpt from Chapter 9 of her book, The Digital Crown: Winning at Content on the Web, to explain the challenges content marketing can solve and the set of tools it provides you.

If you’re looking to expand upon traditional content strategy-both external (branding, messaging, tone) and internal (governance, workflows)-by folding UX into the conversation, you’ll want to join us on February 20, when Ahava presents her virtual seminar, Designing Effective Content Marketing.

Here’s an excerpt from the article:

As a UX, web and communications professional, you have daily challenges that are ever present on any given day. Today’s technologies are so fast, and accessibility to information so consistent and portable, that capturing your audiences’ attention and focus seems like an insurmountable problem.

Everyone says content is the solution, but when you try to find new ways to manage it in your organization, you feel like you’re fighting an ancient beast from the deep. Why is content so hard? How do you lasso this monstrous beast and align your content developments to your business objectives? And what’s this new thing everyone is talking about called content marketing?

Read the article Content Marketing Sustains the Conversation.

How does your organization align content development with business objectives?  Tell us about it below.

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