Articles

Evergreen or campaign content: which do I need?

  • ByPeter Kelly
  • |
  • Sep 23 2016
Categories: |Ideas
Evergreen or campaign content: which do I need? Photo credit: Janine Kearns

I think I need a campaign but I’m not sure why

It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.

For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.

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Overcoming 5 common biases in audience and stakeholder interviews

  • ByTeam CSI
  • |
  • Sep 15 2016
Categories: |Toolbox
Overcoming 5 common biases in audience and stakeholder interviews Photo Credit: R. Nial Bradshaw

Different roles, distinct challenges

In any content strategy effort, you’ll inevitably need information that other people have, whether they know it or not. Interviewing people can be hard work (which is why we have some general pro-tips).

Making matters more complicated, when you interview someone, you naturally bump up against that person’s inherent biases, which can heavily shape what they say. Cutting through these biases and arriving at helpful information can be tricky.

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Webinar Recording: Content strategy skillsets — Know your strengths and build better teams

  • ByTeam CSI
  • |
  • Sep 8 2016
Categories: |News

Lasting strategies rely on having the right skillsets in your team

Building the right team – whether that means hiring new or training existing staff – depends on your team’s accountabilities. What are your areas of impact? What areas does your team have responsibly and control over? Websites? Social? Video? Images? UI text? Intranet? External communications? Campaigns? In order to have an impactful and lasting content strategy, you need to determine your team’s unique needs.

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Case study

TELUS Customer support

Governance

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Case study

Adoptive Families Association of BC

Website content strategy

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