Hovering Over The Back Button

Forgive the cheesy title, but yes I gave a presentation at the Technology for Marketing and Advertising (TfMA) show last week where I talked about the place of content and in web or digital engagement. Or as marketing put it in the show guide synopsis:  "The importance of good content management and governance as a platform for engaging your website visitors" [ read more ]

I have been asked to write a Christmas or holiday themed post, now I don't normally write what I am asked, especially when it sounds this, well lets be honest - cheesy - but, if you bear with me, I think I can do it. So, web content management, persuasive content, customer engagement and the holidays.... hmmm... [ read more ]

A couple of weeks ago Alterian aquired Techrigy who specialize in Social Media Monitoring and whilst its obviously exciting to be part of an organisation that is confidently aquiring and growing - it's even better when it's an absolutely gem that has everyone talking. So, I thought I'd better jot down a few thought on this - what does Social Media Monitoring mean for Web Content Management? [ read more ]

More thoughts on Vignette and OpenText. The news of OpenText planning to gobble up Vignette and the recent Interwoven acquisition by Autonomy sees a new chapter for these grandees of content management and I think is further evidence in the shifts that have been occurring in this market around Enterprise Content Management and what organisations really want to do. [ read more ]

Is your website is a living thing? While I am sure you wouldn't cast your website in the role of a monster, this classic line from the 1931 Frankenstein film captures that moment, when your website bursts into activity, that blip on your website statistics graph.  "Look! It's moving. It's alive. It's alive..." Of course your website is not a monster – it’s a beautiful thing, someone in the web team has given you a puppy. [ read more ]

So much for the content and our audience - what about the reader? It's easy to get advice on the content, the tools you should use, the right title, how to leverage the social web, SEO to drive traffic to your site.. etc etc. But... a visitor is not a reader, web analytics will tell you how many people arrived at the site, but statistics say that 2/10 visitors won't get much further than that catchy title of yours. In this post, I think about the reader - the one that hangs in there and wants to read your content. [ read more ]

In my day to day life, I am usually approaching Persuasive Content from a tools perspective - talking to organisations about understanding and engaging with their audience and enabling the folks with the knowledge and information to translate that into published content. The Persuasive Content architecture as Forrester refer to it.  But, of course all this is all for nought, if the currency of this transaction - the content - is not engaging, educational or persuasive and does nothing to further the objectives of your website. [ read more ]

A chap called Kraig Kleemen got my attention today, whilst peddling his "Must-React System" for sales, he put this post into a Content Management forum on LinkedIn.  In it he refers to a story about how he attracted the attention of Bono, with a targeted message during a chance meeting - which resulted him endorsing his product and writing a forward to his book.  [ read more ]

Aside from being the name of this blog, what really is Persuasive Content? [ read more ]