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Understanding Language Services for Content Globalization

During recent discussions with global product and content leaders, and language service suppliers, I noticed that a recurring topic still made relationships between these suppliers and their clients less productive than expected. They can't seem to agree on the answers to a couple of questions. What are language services and how do these services contribute to global business in general and digital experiences in particular? Read More >>

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IHS Markit: A Case of Streamlining Content Management

IHS Markit, similar to many global enterprises, found itself with the challenge of connecting 5,000 analysts, data scientists, financial experts, and industry specialists across the globe. Because the company had grown mostly by acquisitions, it had many different offices using any number of disparate production processes. It was clear the company needed an efficient, uniform way to create content, often across borders.Read More >>

Making Snapchat More Accessible

Until 2017, Snapchat Ads were available mostly to big budget brands. But, Snapchat has launched the brand new self-serve ad manager for the purpose of buying video Snap Ads. The self-serve ad manager seeks to make Snapchat more affordable for small businesses. However, because this platform has not always been accessible to smaller companies, Snapchat is still a mystery for many marketers. Here, we try to demystify Snapchat.Read More >>

The Truth About Keywords

The notion that we can simply place keywords in our HTML to rise in Google's ranking is so 90s. While it is true that Google does not read the keywords within the HTML, putting the weight on specified keywords, like it used to do in years past for direct ranking purposes, they are still far from dead. The truth is that we do not control keywords, and we should not be targeting an individual keyword as an isolated search strategy. Rather, keywords should be used to guide us in topical relevance that provides a great customer experience.Read More >>

Numbers Do Not Equal Narrative: Identifying Themes Within Data

Marketers are just now learning what many others have known for years: data visualization is the key to dramatic storytelling and resonating with your target audience. Media theorist John Berger said that data visualization is important because people "think in pictures." Leave aside the fact that people are visual learners and that the vast majority of human communication is nonverbal--visualization data takes ideas and presents them to people in a way that their brains are already naturally receptive to. The problem, however, is that numbers alone are kind of boring--even when they've been visualized.Read More >>

Lost and Found: Content Modeling for Large Digital Presences

Managing badly structured web content is hard. When content authors are stuck with an unusable editorial interface or with content types that don't make sense, they start working around the CMS. At some point, there are so many workarounds that training and documentation become confusing too, resulting in a desperately reactive approach to web content management (WCM). Content modeling—when done right—is meant to prevent this mess from appearing in the first place. It is about organizing content in meaningful ways, so that there's a place for everything in your digital home. Read More >>

How to Maintain Integrity When Using Affiliate Links

While affiliate marketing's popularity is on the uptick, it's more important than ever to recognize that there are certain guidelines for publishers to follow to maintain their unique voice while promoting the products they love. To find success with affiliate links, they must blend seamlessly and naturally into your content. Here are six strategies to implement affiliate marketing links into your content while still maintaining your integrity as an author.Read More >>

Post-Purchase CX: The Forgotten Step on the Customer Journey

From the first time a customer or prospect engages with any external-facing facet of a business, that CX is being tested. And while many organizations are laser-focused on making a sale to drive revenue, delivering a positive experience must go far beyond the initial transaction. Read any marketing publication today and you will find information on how to address the customer's needs before an actual purchase is made, but few touch on one of the most important parts of the overall customer journey: the post-purchase customer experience.Read More >>

How AI is Impacting Content Marketing

While there are plenty of dire-sounding discussions taking place these days around artificial intelligence (AI) and machine learning—and their potential to disrupt the world as we know it—this isn't technology of the future. It's already gaining traction across multiple industries and professions, including with content creators. New technologies are promising to upend the traditional ways in which content is conceived, produced, and disseminated. Examples already exist. 20th Century Fox used IBM Watson to create a trailer for Morgan. Read More >>

An Interview with Sanja Gardaševic, Content and Campaign Manager, .ME

As a content and campaign manager of .ME, a company that operates the personal domain name .ME, Sanja Gardaševic's varied roles have a single purpose: to share stories of .ME domain names and its users. "As a company that does business in a mostly .com world, explaining what .ME is and why it should be your alternative is a challenge," says Gardaševic.Read More >>

The ‘It Girl’ of Content Marketing: Episodic Content

On the web series Royal Crush, sophisticated teens fall in love with each other on cruise ships that bring them to some of the world's most majestic destinations and have playful onboard attractions such as a rock climbing wall, a spa, and a teen lounge. It's perfectly delightful entertainment, but that's not all. It's also a grand marketing effort from Royal Caribbean International. Royal Caribbean is one of many brands that have embraced episodic content, which refers to a single narrative developed over multiple segments. It's an elaborate content marketing play that employs the power of compelling stories to build stronger brand connections with viewers. Read More >>
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