Interview with Content Strategy Author Ann Rockley

Ann Rockley and Buddy Scalera photo

Ann Rockley and Buddy Scalera at the Intelligent Content Conference 2013

Despite being a relatively young industry, content strategy and marketing owes a great deal to certain pioneers who helped shape essential concepts. Their names pop up in blog posts, at conferences, and on bookshelves because they are the true thought leaders of this evolving discipline.

Instead of becoming a fond footnote of the content strategy industry, pioneer Ann Rockley has continued to evolve with fresh, relevant insights. Her book “Managing Enterprise Content,” is, quite frankly, required reading for everyone who wants to work in content strategy.

After several years of hearing about Ann Rockley, I was fortunate enough to meet her at the Intelligent Content Conference 2013 in San Francisco. (I spoke at the conference and delivered a scintillating presentation called “Channel Agnostic Content Strategy for Happy Marketers.”) Later, Ann and I exchanged a few emails, and she was kind enough to grant me an email interview.

Fair warning. You will probably have to read this interview once, then read Ann’s book, then read this interview again to get the full impact. Ann’s very smart. I was just trying to keep up. Continue reading

Speaking at Intelligent Content Conference 2013 in February

See Buddy Speak at Intelligent Content Conference 2013

See Buddy Speak at Intelligent Content Conference 2013

West Coast! It’s been a long time since we’ve seen each other, maybe too long.

Let’s get together at the Intelligent Content Conference 2013 in San Francisco on February 7-8, 2013. I’m packing now to bring some East Coast fun to the City by the Bay.

If you’re a content marketer, this is one of the big conferences you should attend. I’ll be there to deliver my presentation on Feb 8th at 2:00. Here’s the description:

Channel-Agnostic Content Strategy for Happy Marketers
Learn why “intelligent content” is an inevitable future for multi-channel marketing. Developing channel-agnostic content is rapidly becoming the only way to address the proliferation of emerging channels and new devices. Brands are publishers and content is liquid. Marketing teams need to consider how to share messages across the platforms that their customers are using. Intelligent, channel-agnostic content development, governance, and maintenance will ensure that your marketing team is happy (i.e., employed) and prepared for the future.

You’ll see a lot of the stuff you’ve come to know and love including my sparking personality, these rock-hard abs, and some amazing comic book art. Continue reading

5 Great Reasons Your Marketing Strategy Works

Marketing strategy. Yours is working.

Look, I’m going to run through a few things with you, since you already know all of this. You’re a marketing pro, so this is just a quick review of your talking points with your boss.

A good marketer like you knows that you can’t just check boxes and expect to deliver remarkable results. You are already working hard to make sure your strategies and tactics are effective.

Let’s review five reasons your campaign will succeed, so you can discuss it during your next performance review:

1. You have a strong content strategy.
Last quarter you rocked it with a smart strategy, fantastic branding, and a super message. It took some time, but you managed to deliver an equally amazing content strategy. You know (because you read Content Strategy for the Web and The Elements of Content Strategy) that content strategy includes a plan for ongoing content creation, management, and governance. That’s why your website isn’t still in Phase 1/Launch. You’ve had a content strategist focused on all aspects of content, so that the message stays fresh for your target audience. It’s not just the copy on your website either. It’s mobile, social, video, graphics, and everything in between. This, above all, is why you are succeeding where others have failed. You know that content strategy is the foundation of content marketing. Continue reading

Guy’s Guide to Pinterest: Pinning Testosterone

Guy's Guide to Pinterest

Guy's Guide to Pinterest

The statistics are incredible. According to ComScore estimates, Pinterest is the fastest growing social network ever.

In this age of social networking sites, you’d think that we had enough places for people to like and share stuff. Apparently not.

But a curious thing happened on their way to becoming an Internet phenomenon. Pinterest became an overwhelmingly female destination. By some estimates Pinterest is to 50% to 70% female. Everyone has an opinion about why Pinterest attracted so many women and what it means for social media marketing.

If you’re a male, you’re probably wondering why you should bother with Pinterest. Well, for one, it’s really kind of fun. (I hated typing that sentence, but it’s true.) It’s also a platform that shows huge potential for marketing and branding, since people are sharing the products and services that they love. If your campaign includes content marketing, you know that great product images can help your brand message go viral.

For a change, though, I am not here to talk about your content strategy or anything marketing-y like that. I’m here to help the fellas out there get started with Pinterest. Continue reading