An overview of how you can make your content perform better by paying attention to small but important nuances. Part of the “Five Ws” of content strategy, this piece serves as a preview to upcoming pieces.
Blog
A “Tentpole Tendency” in an Age of Abundance
Authors buy in to the illusion that the publisher is going to market their book effectively. Over and over again, they are disappointed. What authors may not know—or might not want to hear—is that it’s a strategy, not a failing.
Author as a Profession
Running your own small business as a professional author requires a ridiculously broad skill set. How can you best position yourself for success?
Creating Good Content: Considerations for Authors
Good content connects. Poor content impedes connection. In the digital world, you are creating content with everything you do. Have a strategy. Make sure that it counts. Make sure that it says what you want it to say.
The Gatekeeper is Guessing
Publishers still position themselves as the tastemakers, but they are not. Readers are. Empowered by the Web, readers got more powerful. In turn, authors did too.
The new dynamics of publishing opened up a world of possibilities. Yet, publishers continue to rely on predictable performance from established talent. They take fewer chances on new authors and get very conservative in their decisions.
Content Strategy: Where Do You Share?
Where does your audience want to hear from you? If you choose the wrong medium, your message may never be heard. Or worse, it may hit the wrong note.
The Blurring Lines Series: The University in Transition
David Parker has a wide-ranging perspective about the entire higher ed sector and those who serve it. His view is that there are six major trends in higher education that are converging, which he details in the the Blurring Lines Series. I was proud serve as advisor and series editor for the series, which is published in The EdTech Times.
Content Strategy: When and How Often?
Creating and developing Good Content is only the beginning. The New Functions of You require that you think about the timing of a piece, too: Timing. When do your readers […]
Content Strategy: Why Do You Share What You Write?
Now that you’ve identified your target audience (“Who“), and the content you intend to create (“What“), it’s worth looking at “Why” you do it. Not just why you write, but, […]
What Is Advocacy Marketing?
Advocacy Marketing is based on the principle that you are far more likely to be influenced by someone you trust than someone you don’t. But how do you encourage and […]