Month: July 2011

Where Old School Marketing Campaigns Fail, Variable Data Cross-Media Marketing Shines

by Scott Abel, The Content Wrangler It’s a fact. Most corporate marketing dollars are wasted on outdated approaches that yield astoundingly unimpressive results. Today’s marketers are spending buckets of money producing old school campaigns distributed via new school delivery channels. Newsletters now arrive via email. Special offers via Facebook. Twitter has become the new fax machine. These ‘spray-and-pray’ approaches to marketing are not impressive. Let’s look at the math. In many industries a 2-3% response to a traditional direct marketing campaign is viewed as a success. This means that 98% of those targeted did not respond to the offer....

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Content Strategy: Beyond the Web — Featuring Kristina Halvorson

If you missed the Web Content Conference this past June in Chicago, you missed a great event! Luckily for you, the organizers recorded the sessions you missed and have made them available at no charge on the web. You can access the entire library of presentations on-demand from the Web Content Conference video archive. The video below features web content strategist Kristina Halvorson and her talk “Content Strategy: Beyond the Web”. Check it out and let me know what you...

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In Review: TIMAF Information Management Best Practices

By Joe Gollner, Gnostyx Research I have already written an initial piece about the TIMAF Information Management Best Practices Volume 1 and in this piece I touch upon a theme, that of diversity of perspective, which I would like to pick up on again. I am reminded of what Forrest Gump recalled as a piece of wisdom from his mother: “Life was like a box of chocolates. You never know what you’re gonna get.” The TIMAF Information Management Best Practices is a bit like that box of chocolates. Open the volume and pick a chapter and you will find...

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10 Tips for Writing International Technical Content

By Michael Kriz, President and Founder, Acclaro Writing as a profession has shifted dramatically since the early days, when writers — from technical writers to journalists — had a clear, unified, culturally homogenous audience to which they communicated. Before starting a project, they could determine the nature of the audience: Are they U.S. male consumers, between the ages of 18 and 34? Doctors living in California? Mid-level engineering managers? Or, perhaps a group of Chinese-speaking New Yorkers? In these cases, they could conduct research into their target group and know exactly how to communicate their message — in what...

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Artist Or Criminal? Getting Down With Mashup Aritst DJ Schmolli: The Content Wrangler Interview

By Scott Abel, The Content Wrangler I often use music as a way to illustrate how components of content can be re-purposed or recombined in new ways to create useful derivatives of content. In my work as a blogger, presenter, and content strategy consultant, I borrow concepts from remixing music to make such examples easier to understand. My experiences as a night club dj made the move to creating music — and content — mashpups a natural progression for me. A partial library of my mashups and remixes can be found here.   DJ Schmolli is one of my...

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