Many of our best modern innovations are the result of creative collaboration (the Internet being a great example). Ideas tend to generate more ideas, and the theory goes that more minds contributing to solving a specific problem will produce a better solution. But creative collaboration can sometimes feel like herding cats. It has its dark […]
Content marketers are in the business of attention economics. The content the audience sees and engages with must be relevant or of interest. But due to the ubiquity of information today, if content is to stand out it has to be both.
What makes content interesting can directly or indirectly be attributed to hype. Yet the term “hype” is pejorative. As a noun, its consequences are negative or neutral. As a verb, it connotes carnival barking. At Tendo, however, we believe hype gets a bad rap. In fact, we believe it has the ability to leave an indelible impression on your audience. If done well—not as self-promotion—hype will not only engage your audience but help your message endure and prevail.
Unified communications (UC) technology integrates voice, email, and instant messaging services, along with video conferencing desktop sharing. When Plantronics decided to enter the fast-growing unified communications (UC) market, it had two main marketing objectives: Reposition the company as more than just a headset maker Introduce the headset as a critical piece of an overall UC […]
To “confab” means to have an informal chat with someone. Confab is also content strategy’s most popular conference—and for good reason. Where else can you hang with hundreds of kindred content spirits and geek out over audits, structured content, and content models? (Nowhere, that’s where.) Last month I—yes—confabbed with more than 400 kindred geeks for […]
One of the first questions we ask before beginning a content strategy is, “What content do you have and how is it performing?” (OK. That’s two questions.) Answers to both are critical to the success of your content strategy, and an audit is the best way to get those answers. What’s the purpose of […]
No matter what the task is—creating an editorial calendar, tracking site metrics, auditing content, or planning a migration—here at Tendo we always start with the data. How much content do you have? Where is it? How much traffic? There are scores of data points available, and with the growth of self-service analytics and business intelligence […]
William Faulkner coined a literary expression that all content creators should know: “In writing, you must kill all your darlings.” Eliminating cherished but unnecessary words and phrases is essential to good writing. Faulkner’s advice may sound morbid, but it is spot-on for any writer, from novelists to B2B marketers.
A content conversation with Oren Singer, Head of Global Distribution Marketing at Cisco
Audience attention is one of the most precious commodities for the modern marketer. Earning and cultivating an audience is a challenge all companies face. The role content can play in attracting, engaging, and retaining audiences is second to none. Harnessing that power, however, is extraordinarily difficult.
Advances in web technology, specifically the ability to collect and analyze content consumption data, promise more personalized and relevant digital experiences for customers. The inherent business value of this idea has led many B2B marketers to invest in website personalization and optimization initiatives. Yet despite this investment, organizations still struggle to effectively use data to achieve these goals.