Archives for the tag "marketing"

How to alienate customers and drive away prospects

October 5, 2009 · Posted in Content Strategies, user experience  

A content strategy anticipates the info users may need, and provides it in the best way. Here’s a how-not-to example.

Redefining content strategy

June 11, 2009 · Posted in Content Strategies, content convergence  

An argument to broaden the definition of content strategy to include more consumer-facing content types.

Experience design for the market segment of middle-aged women

January 7, 2009 · Posted in Content classification and findability, user experience  

It’s natural to want to categorize our customers; in fact, it’s a necessity. Some of the segmentation is quite misunderstood, and organizations are missing valuable opportunities by not investigating the changing nature of the segments. Here’s an email I received last month from a colleague that demonstrates:
HAPPY BIRTHDAY, RAHEL!
It may not be the coolest thing [...]

Keep creating unexpected value

December 24, 2008 · Posted in management, professional development  

What better way to create a great customer experience than by delivering more than they expect?

Ten Things Small Business Owners Should Do in 2009

December 3, 2008 · Posted in user experience  

Business owners can improve user experience in a holistic way for customers by taking these market adoption measures.

Documentation: Cost or Investment?

November 7, 2008 · Posted in Content Development  

An organization shows that gets what other organizations have found out the hard way: bad documentation costs money.

Take advantage of the economic recession to boost your content mix

October 15, 2008 · Posted in Content Strategies, content convergence  

Economic woes created “lean and mean”-more like anorexic or bulimic-organizations that lack the content needed for effective marketing.