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This site is currently under construction. We are, however, pleased to say that the SMU 102 Digital Copywriting Unit is now open. We've also added Marketing Principles and an Intro to Public Relations. Our Content Marketing Unit is currently in development.

SMU 105 - Session 7: Best Practice in Content Marketing

Content marketing is the linchpin of of establishing a deep relationship with an audience...and gaining your audience's trust in answering your calls-to-actions. It is the link between brand awareness and customer action. Done well, content marketing builds familiarity, affinity and trust with prospective and current customers by providing information that resonates – in the right format, through the right channel, at the right time.

A recent Econsultancy study reports that search queries for the term have more than doubled in the past two years. This places new emphasis on content creation and quality. It also spotlights a very real need for products, services, businesses and organizations to rethink their go-to-market plans by adding content to their marketing mix, or refining an existing strategy.

A content marketing strategy doesn't create itself. It’s the result of clear intention, careful planning, and focused execution.

Purpose/Aim of this session

In this session you will deepen your understanding of content strategy through the lens of best practice. You will explore and assess how to create a strong foundation of content that attracts an audience at every stage of the buyer’s journey, seeding awareness and nurturing ongoing interest.

The best practices we will explore in this session will help you to develop and deploy effective strategies for content marketing across all channels and buying cycles.

differences in measuring content success

For the original, larger image, please click:

We will be studying the fundamental disconnect between audiences and marketers in this session. This disconnect will unveil why best practice content marketing yields results. And why classic in-bound marketing practices creates negativity and poor performance.

What other things on are this session's best practice checklist:

  • Get Stakeholder Support
  • Understand Your Audience
  • Identify the Right Content Formula
  • Accessible Content
  • Create an Editorial Calendar
  • Get Maximum Mileage Out of Your Content
  • Develop a Process for Measuring and Reporting

Learning Aims for this session:

  • You will explore how to adopt best practices in content planning, marketing and measurement
  • You will develop your knowledge of content strategies to understand how to better integrate content into your marketing mix
  • You will identify and develop appropriate mobile marketing opportunities and strategies to engage your audience through digital storytelling.
  • You will critically assess how to create content initiatives that stand out, engage customers and get results
  • You will apply relevant marketing theories and concepts in diverse online contexts, to your marketing mix
  • Plan and execute content marketing strategies with greater efficiency and impact

Learning Outcomes for this session:

At the end of this session, you will be able to:

  • Demonstrate a professional understanding of the process of content marketing strategy
  • Demonstrate how to establish deeper audience connections through a strategic approach to a digital context
  • Outline and define the best channels of distribution for your content, based on your audience’s media preferences
  • Understand the difference between user-centric content approaches and in-bound marketing approaches; and how content marketing best practice relates to both user-centric and in-bound led content marketing practices
  • Identify and define how to manage your content and evaluate its performance.

How this Session Works:

  1. Read through the Overview that accompanies this session. This provides an overall context for the session
  2. Work your way through the items on the Preparatory section that accompanies this session
  3. work your way through the items in the Thought Leadership tab
  4. Listen to the Lecture that accompanies this session
  5. Work your way through the branding scenarios in the "Scenario" tab. Scenarios are practical activities to develop your critical thinking and apply your knowledge to a specific component of content marketing
  6. Work your way through the template in the "Template" tab. The template will support you as you take the first steps in developing your own content marketing strategy
  7. You can browse through some carefully selected material in the "Reading Room" tab. These materials will build upon your knowledge of content marketing

SMU 105 Session 7 Study Activities

  • Overview
  • Preparatory Activities
  • Thought Leadership
  • Lecture
  • Scenarios
  • Template
  • Reading Room

So what are some aspects of content marketing best practice should you begin with?

Get Stakeholder Support


For the full Infographic, please visit

Content marketing is not a short-term affair. Many make the mistake that it is. It is not. When executed properly, it's a long-term commitment that requires continual collaboration and engagement to succeed. Unless you are a solopreneur, you’ll most likely need to sell the idea to you team, management, as well as other key people or departments within your organization.

One effective technique for getting internal buy-in begins with not talking about content marketing at all. At least not initially. Instead, focus on your stakeholders’ goals and pain points. Then introduce content marketing as a valuable way for everyone to achieve better results.

Understand Your Audience

content credibility. Souorce: The Economist

We have spent a considerable amount of time drilling you on this. Understanding your audience is a key component of this course. It’s one of our key unique selling points. So…we’re going to take a hot few minutes to re-visit this…just to make sure you haven’t forgotten.

Content marketing isn't about selling. It's about educating, entertaining, or otherwise informing your readers in order to earn their trust over time.

Content is not a sales pitch. Source: The Economist

To be successful, you need to understand who your audience is – and what they want and need from you – in order to gauge how much viable content you already have and what content you’ll need to create.

content preferences. Souorce: The Economist

There are three key activities here, both of which require stakeholder commitment and participation to be most effective:

  1. Develop customer personas. This is an effective approach to uncover who your target customers are. This, in turn, helps you identify what topics your content should be covering. Start by asking yourself and your internal stakeholders these questions:

    • Who are our ideal prospects and customers?
    • How do they go about making a buying decision?
    • What are their questions? Pain points? Objections?
    • What gaps in information are they lacking that my content can fill?
  2. Map your content to the buyer’s journey. By assigning content to the most appropriate buying stage, you not only make the best use of existing content, you also discover gaps that need to be filled. Typical steps include:

    • Map your sales cycle to the buying cycle, doing this by persona if it makes sense. A typical buying cycle is: need, learn, evaluate, negotiate, purchase, implement, advocate. A shortened version may be: awareness, interest, consideration, purchase intent.
    • Set up a spreadsheet that helps you visualize and track your mapping process. This does not need to be complex. It can be as simple as simply listing the buying cycle phases in the top row.
    • Audit and evaluate your existing content – tools, case studies, solution briefs, white papers, videos, demos, webinars, etc. – based on which persona it addresses, which questions it answers, and which stage of the buying process it will serve.
    • Create your content matrix by adding each asset – title and link – Into the appropriate spreadsheet location. Focus on creating a sequential flow where each content asset "continues the conversation" by building on the previous content.
  3. Accessibility. Accessibility is all about making your online work accessible to your widest possible audience. Things that used to be impossible for disabled people, are now possible through the web. Have you ever take the time to consider the accessibility of your digital content? And we don’t just mean how easy it is to find information on your website – though that does play a role. How easy is it for users with disabilities to access and take advantage of your content? This is an important consideration. And it comes with major benefits. When your content is accessible by everyone, regardless of ability, you are automatically using digital content formats and solutions (i.e. image galleries, video players, audio players, etc) that will appear and are playable across a wide variety of devices.

For a deeper understanding of accessibility and why it's important in content marketing, please read the articles below:

  1. Three Reasons To Consider Accessibility. 2103. The Whole Brain Group.
  2. Clarke, S. Accessibility and the Web: Improving the Reach of Your Marketing, Business 2 Community.
  3. W3C, the international body which oversees accessibility criteria and guidelines, has a thorough listing of accessible formats for a staggering variety of digital content which you should review by visiting

Taking a Customer-Centric Approach


It’s essential to focus on what your audience wants from you in order to identify the depth and breadth of content that will resonate with them. Which means you have to do some research to find out what’s already out there… and what’s missing.

Here are some key elements to get you started:

  • Your website analytics. Your visitors offer a wealth of clues about their needs and interests. Uncover it by looking at keyword performance, internal search data, user behaviour and bounce rates.
  • Investigate the social web. This includes blogs, forums, and the ever-increasing networking channels your audience is interacting with. A variety of listening tools – many are free – can help you collect data about the conversations and topics people are discussing as they relate to your company’s products and services.
  • Get your hands on industry research. In the age of big data, research studies are being published more frequently than in the past, with many of them at low or no cost. Relevant research results can provide insights into your industry, as well as your competitors.
  • Survey your customers. Ask your current customers specific questions about what they’re interested in when evaluating whatever it is that you sell, what features are important, what their favorite websites are, what information piques their interest or breaks the deal.

Aggregating and reviewing this information will give you a good understanding of what your customers and prospects want and need.

Identify the Right Content Formula

Content marketing is about helping your current and future customers solve an issue or need that’s important to them. To do this, your content needs to facilitate conversations among influencers, stakeholders, and decision makers, giving them the confidence to take the next step. If it doesn’t, your content marketing strategy will fail. Or, at the very least, under-achieve its goal.)

These three steps will help you uncover the optimum content formula:

  • Create content your customers want. Many organizations make the mistake of investing heavily in pushing marketing messages that are important to the company, rather than providing information that’s important to the customer. When planning content, always take a customer-centric approach to best ensure you create something of value for your readers.
  • Develop an array of content to deploy across multiple channels and devices. Take the time to understand which channels and formats your customers prefer, and then diversify how and where you publish your content to extend your reach. In addition to printed (or PDF’d) content, consider other formats such as HTML-based articles, blogs, social media sites, webinars and videos. Given the steep adoption rates of tablets and smartphones, make deciding what you will optimize for mobile part of your strategy.
  • Don’t just create content, curate it. There’s enormous value in not only creating original content, but in curating “best of” content from across the Web. By showcasing and sharing relevant content from other thought leaders – from magazines, blogs, research, etc. – you demonstrate independence and credibility, which can increase customer affinity and loyalty.

Create an Editorial Calendar

We’ll be covering editorial calendars in Session 9 in much more detail. For now, just consider that every good content marketing program begins with a carefully planned, proactive editorial calendar. It’s the execution plan for integrating content into a cohesive story that you want your audience to see. You probably won’t follow it verbatim, but if it exists up front you’ll be far more consistent and successful at publishing the content you need and generating the results you want. Your editorial calendar should:

  • Enumerate your customer-centric themes, aligning content with appropriate buying cycle phases and audience personas.
  • Provide a tentative outline of when different pieces of content will publish, on what platform, and via which syndication and social channels.
  • Clearly articulate cadence; that is, the date each piece of content will be developed and distributed. Publishing your content in a consistent, timely fashion is critical.

Additionally, since social promotion and content go hand-in-hand, be sure to map social campaigns to your editorial calendar. Work with your social team during the calendaring process to align the respective publishing schedules and help drive traffic to your website.

Plan SEO-Friendly Content

The business success of a search engine company is completely dependent on satisfying the human searcher.

Further to what we’ve already covered on the subject of keywords and meta tags, here are five tips to ensure your content serves both the search engines and your visitors:

  1. Target one keyword per page. Pick the single word or phrase that your article or webpage can be found by. It’s difficult to optimize a page for more than one keyword, so select something that will resonate with your audience
  2. Include the keyword in your copy. Visitors who come to your page from a search engine expect to see the words they searched for in your copy. Use each keyword phrase three to four times within your copy – more if it makes sense and still sounds natural.
  3. Use the exact term. Search engines are very good at interpreting a searcher’s intent, but they still rank pages that exactly match a searcher’s query higher than a page that has all the right words – but in a different order.
  4. Optimize, but don’t overdo it. You are writing for real people, not search engines, so you want your writing to have relevance to your audience while also sounding natural and authentic. Never sacrifice the user experience in order to meet an SEO goal.
  5. Establish a minimum page length. Page length should be dictated by the message you want to communicate, not an arbitrary limit. Longer copy provides a better opportunity for keyword placement that reads well and allows you to provide more information to your visitors. A minimum of 300 words is a good target, but make certain its all quality content, not obvious filler.

Get Maximum Mileage Out of Your Content

Developing the volume of content necessary to fuel a content program is a challenge. Try using the Rule of 5 – use one piece of content in five distinct ways. Five may not always be the optimal number, the goal is to extend the life of your content by using it in multiple ways, offering it in multiple formats, and distributing it everywhere.

Plan to break long content up into smaller pieces and different formats. For example, after putting time and energy into a fantastic webinar, convert it into a video and publish it on YouTube. Post the presentation deck on SlideShare. Make a PDF of the transcribed audio track available. Break the transcript into a short series of blog posts. Create a Q & A from the session.

Have a robust white paper? Extract two main ideas and create short articles. Take two more ideas and create blog posts. Promote them all through social media channels. Link them to each other, inviting readers on an information journey with your brand. Use the articles in lead-nurture campaigns.

Maximize the visibility of your content and brand by including social and share links in your various content pieces – papers, web pages, emails, blogs, etc. – whenever and wherever appropriate. And don’t forget about search engine optimization. Use keywords and metadata to make your content findable by the people you’ve created it for.

By planning your content for scalability, you’ll reduce resource overhead while increasing visibility and providing value to your audience.

Develop a Process for Measuring and Reporting Decreasing costs and increasing

Decreasing costs and increasing profit margins are as important as increasing sales and revenue. An effective content marketing program can do both. Make sure you track that and measure it over time.

A recommended method is to develop Key Performance Indicators (KPIs) that are tied to the business value of your content marketing program. Take a look at everything you’ll need to execute the strategy you’ve created.

  • What are the leading indicators of success? The lagging indicators?
  • How can the content program’s financial impact be measured?
  • How can the content programs’ engagement impact be measured?
  • What would an ROI based on engagement look like?

Conclusion: Driving Results

Good content marketing establishes long-term, trusted relationships with current and future customers by regularly delivering high-quality, relevant, and valuable information. In addition, it can bolster your SEO and brand positioning.

By leveraging these best practices, you can create an effective content marketing strategy or fine-tune the one you already have in place. The company that does this best will break through the noise and drive real results.


Read More

We're trying together various strands under the banner of content marketing 'best practice' in this preparatory section. We'll be quickly re-visiting concepts we've already covered throughout this course so far - like the important of tone and voice. Content must have the same tone and voice as your copy and your overall branding! If you haven't made the connection yet, don't worry. You will by the end of this session.

We'll also be delving into new territory - like the importance of producing accessible content; or content that can be accessed and/or playable across devices and browsers. We'll also be making the link between content and thought leadership. 

There's quite a bit of information to work through in this session.  Our advice? Go at a moderate pace. Be certain that you've grasped one concept before moving on to the next. 

So...let's begin to explore the topic..

    1. Let's quickly review what content strategy means. And what better way than through a quick and handy checklist?:

      Please read: Six Best Practices for Creating a Content Marketing Strategy [White Paper], Act On

    2. The article below reminds us that content marketing, and a content marketing strategy, MUST link back to a clearly defined, understood and communicated business value:

      Please read: B2B Marketers Struggle to Connect Content Marketing with Business Strategy, 2014, Forrester Research. 

    3. Let's not forget that our content must have link back to the conversational tone and voice as our copy. It's all part of brand congruence. The article below touches on this concept, which we explored in the Branding Unit. Now that you know substantially more about branding than you did in the first study unit - and have been applying this knowledge - it's only fitting this article delves more deeply into the subject:

      Please read: Cummings, C. Finding Your Brand's Voice, Distilled

    4. The short article below further develops the link between content and brand voice:

      Please read: Shewan, D. 2014. How to Develop Brand Voice Through Content Marketing, Business 2 Community.
    5. The short article below builds on Shewan's article in the form of a handy content marketing checklist:

      Please read: Simone, S. 2012. The 10-Step Content Marketing Checklist, copyblogger.
    6. Owned vs Earned content: this will also form part of your content marketing strategy:

      Please read: Scott, S. 2015. How to Approach Owned and Earned Media, MOZ.
    7. Still stuck on what kind of content you can produce? Stuck on what information or stories to share with your audience? The handy inforgraphic below should give you plenty of informed ideas to get you started:

      Please read: Clark, B. 2012. 22 Ways to Create Compelling Content When You Don’t Have a Clue [Infographic], copyblogger.
    8. The podcast below follows on from the above article by Brian Clark on the topic of creating audience-focused, meaningful, and engaging content. The podcast covers:  How to generate a constant stream of powerful content ideas, What to do if you feel like an uncreative, unoriginal dolt, Where "original" ideas come from and how to grab them, The two essential elements of all compelling content, and Why loafing can make you a more productive writer.

      Click here to download the mp3 | 39.8 MB | 27:37
    9. When it comes to best practice, no conversation would be complete without covering accessibility. We will be exploring accessibility in much more detail in the Website unit. However, for now, we want you to consider some basic considerations around accessible content: 

      Please read: Accessibility Basicsusabiity.gov

You're now ready to go to the Thought Leadership section for this session.

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An Overview

No conversation about content strategy would be complete without visiting the topic of thought leadership. 

What is thought leadership?

There are countless definitions for thought leadership. One definition that resonates strongly with us, and mirrors our own practice, is the definition from the Thought Leadership Lab (

Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success. They create a dedicated group of friends, fans and followers to help them replicate and scale those ideas into sustainable change not just in one company but in an industry, niche or across an entire ecosystem.

It should come as no surprise that this definition fits into one of SMU’s core missions. It’s our mission to launch the next generation of innovative integrated marketers. It’s also our mission to produce the next generation of thought leaders within this field. In doing so, it is our hope that the thought leaders in our industry will re-invigorate and guide it. In this we’re being kind of selfish. It’s our hope that with the majority of practitioners in the field working within a best practice framework – and leading what best practice looks like and feels like – that the worst practices of in-bound marketing practices will fall by the wayside and be forgotten. Think of it as evolution for integrated marketing. The best adapted practices prevail and the ill-adapted (bad) practices will fail.

Why is thought leadership important?

Content marketing isn't solely limited to storytelling or the slippery slide. It can be an important and invaluable means by which brands can establish and build upon credibility. Why should an audience trust you? Why should it listen, much less act, on what you say? You can establish your credentials and trust-factor through the content you produce and/or share.

Indeed, whether you become a thought leader or not...understanding what thought leadership truly is will help you in deciding what content to produce, how to produce it and, more importantly, how you share your content.

Thought leadership takes time to establish and build. In truth, it never stops. It’s an on-going process. Regardless of the time it takes to establish your thought leadership. This should be a key component of your content strategy. However, there is an important caveat, which is covered in the short video below.  A word of warning, in keeping it '100',  Guy Kawasaki's language is NSFW

There is an excellent online Thought Leadership course offered by There is a price. You can access this course for US $24.99, which will buy you a month-long access to the course. We’ve reviewed the course and it definitely gets the thumbs up from us:

Dave Crenshaw’s  Becoming a Thought Leader: 

So...let's begin to explore the topic.

  1. Based on her recent interview with technology influencer Robert Scoble, Forbes contributor Dorie Clark shares four tips for becoming a thought leader in your field:

  2. The article below builds upon the ideas and concepts introduced in Clark's video above:

    Please read: Content Marketing and Thought Leadership, Suite Seven.

  3. The short article below revisits some key components of copywriting (remember Logos, Pathos & Ethos?) and applies them to content marketing and thought leadership:

    Please read: Clark, B. 2010. The Force that Powers Persuasive Content (And 3 Ways to Intensify It), copyblogger

  4. The industry report below covers content and storytelling from the audience's point of view - as well as examples of best practice and thought leadership in the content marketing field:

    Please read: The Future of Storytelling: Phase 1, 2012, Latitude.

  5. The eBook below tackles thought leadership through the lens of innovation. You will find a set of exercises, tools and insights that we hope can help you in your work with creating innovative content marketing strategies and innovative content.

    Please read: Lindegaard, S. Innovation Exercises and Insights: Be Competitively Unpredictable! Make It Happen Through Innovation, Lindegaard

  6. The report below is based on IBM's Creative Leadership Study, which found that leaders who embrace the dynamic tension between creative disruption and operational efficiency can create new models of extraordinary value. Apply what you read to the subject of content strategy, content marketing and content publishing:

    Please read: IBM Global Business Services. Cultivating organizational creativity in an age of complexity: A companion study to the IBM 2010 Global Chief Human Resource Officer Study, IBM

  7. Brining it all together, Simon Sinek presents a simple but powerful model for how leaders inspire action, starting with a golden circle and the question "Why?" His examples include Apple, Martin Luther King, and the Wright brothers -- and more:


Karen McGrane, author of Content Strategy for Mobile and pioneer in user experience design and content strategy discusses content marketing opportunities in the disruptive rise of mobile technology. In a world, where 87% of connected device sales will be tablets and smartphones within three years, marketing has a unique opportunity, right now, to clean up crappy, outdated, useless content. Make it less verbose, more succinct; less ugly, more attractive; less awkward, more intuitive; less about us, more about the audience.

Some real world examples

The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. Coca-Cola have always been at the forefront of innovation. In the video below, Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company, is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. In this video he explains how Coke will realize the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story". While watching the video, think about all of the concepts we have explored and developed in this unit. How do the examples outlined in the video link to thought leadership? what is the relationship between thought leadership and content? What is the relationship between research and analytics, thought leadership and content?


Scenarios have been provided below for you to further develop your understanding of thought leadership.

  1. The Blue Paper below brings together the various themes we've covered around thought leadership.  As you read through the paper, answer the questions that it asks: 

    Please read: Becoming A Thought Leader, 4Imprint


  1. De Clerck, J-P.Thought leadership: the role of trust, value and content,i Scoop
  2. Gryskiewicz, S. and Taylor, S. 2003. Making Creativity Practical: Innovation That Gets Results, Center for Creative Leadership.
  3. Horth, D. M. 2014. Becoming a Leader Who Fosters Innovation, Center for Creative Leadership.
  4. Horth, D.M. and Palus, C. J. 2003. Navigating complex challenges: creative competencies for contemporary leadershipDe Montfort Business Mastery Series, 2003 2(1): 12–18.
  5. Johnson, C. 2013. Why Your Thought Leadership Strategy Should Make You UncomfortableContent Marketing Institute.
  6. Sinar, E. F. Dr, Wellins, R. F. Dr, and Pacione, C. Creating the Conditions for Sustainable Innovation The Leadership Imperative, DDI,
  7. Skaug, I. 2007. Breaking Free in Turbulent Times – The Intersection of Turbulence, Innovation and Leadership: Unleashing Creativity and Driving Positive Change, Association of MBAs.

You're now ready to go to the Lecture section for this session.

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Part 1

The first lecture video covers quite a few of the best practice approaches we have covered in this session.

Part 2

The second video below covers how IBM engages some of the technology industry's leading influencers to broadcast their messaging across all social media channels.

Part 3

For nearly two decades, Carol Barnum has been helping clients understand their users' experience. Client projects run the gamut from software, to websites, web applications, documentation, training, elearning, mobile devices, and more. Carol is the Director and co-founder of the Usability Center and Director of Graduate Studies in Information Design and Communication at Southern Polytechnic. She touches on accessibility in her discussion of focusing on content and audiences.

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Please read the article below, which features 4 successful examples of content marketing storytelling. Think about all of the key concepts we have covered in this study unit - and particularly this session. This includes thought leadership. Apply this knowledge to the 4 examples shown in the article below. You will find the link to the article beneath the image.

Cordray, R. 2015. 4 Examples of Thinking Outside the Box with Content Marketing3 Digital

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The activity below involves reading and answering questions.

Read the article How to Find Your Social Media Marketing Voice: The Best Examples, Questions and Guides and provide answers to the key points and the questions contained in the article.

There is no one right way to approach this exercise. When it comes to answering the questions in the article you're going to read  you can use any number of approaches. You can use blank sheets of paper to write your answers down, an MS Word document, Powerpoint, Mindmapping apps like Mindmeister or an online whiteboard & post service. Please use all that you have learned in this study unit, as well as this study session (including thought leadership). 

Some pointers about what you will need to answer.  Not all of the questions will appear as questions. You will also provide answers to the key points raised in the article.  An example:

When you see items like the below, think of them as questions. So the following:

  • You cultivate a voice that delights your customers.
  • Delighted customers talk positively about your brand, essentially creating new content.
  • This content reaches other customers and prospective customers, delivering your brand’s message for you.
  • Don’t just give your customers something to talk about, give them somebody to talk about.

You need to think of them like this:

  • How will you cultivate a content voice that delights your customers?
  • How will you delight customers and get them to talk positively about your brand, essentially creating new content?
  • How will your content reach other customers and prospective customers? How will it delivering your brand’s message for you?
  • How will you not just give your customers something to talk about; but give them somebody to talk about?

And then answer each question.

Here's the link to the article:

Lee, K. 2014. How to Find Your Social Media Marketing Voice: The Best Examples, Questions and Guides, Buffer App.

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The Reading Room for this session provides carefully selected resources for you to further explore content marketing concepts, elements, issues and practice.

Best Practice

Bailey, J-M. 2015. Good Branding, UX, And Content Marketing Start With Your Story, Wood Street

Clerck, J-P. Integrated content marketing and the customer experience: lessons from Mike Corak, i Scoop.

Eggleston, M. 2015. A UX Lesson for Content Marketers: Your Invisible Advantage, Content Marketing Institute.

Erickson, D. 2014. How To Fail At Content Marketing While Really Trying [STATISTICS], Creative PR.

Jones, C. 2012. How to Make Branded Content More Credible [Research], Content Marketing Institute

Lurie, I. 2014. It's Time to Treat Content as Part of the User Experience, Moz.

Shewan, D. 2014. Storytelling in Content Marketing: What It Is, What It Isn't, & How to Do it RightWordStream.

Smart Insights, Digital marketing best practice

Traacks, The Ultimate Guide to Content Marketing & Strategy: How to Build Relationships & Create Content That Drive Business Impact.


WC3, Accessibility

WC3, A guide to understanding and implementing Web Content Accessibility Guidelines 2.0.

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