Content Audits, Inventories and Interviews Oh My!

Written by Andrew Kaufman on August 12, 2012.

If phrases like content audit, content inventory, and stakeholder interview make you giddy with excitement and possibility, chances are that you need to seek help immediately. Either that, or you just have a sincere appreciation for the benefits of the content strategy discovery process. And that’s not crazy at all! In fact, I’d go so far as to say that the discovery phase is THE most important part of creating a successful content strategy. [Continue Reading]


Using Experts for Higher Education Content Marketing

Written by Andrew Kaufman on August 12, 2012.

Higher education marketing seems to be plagued by a bad habit: an over reliance on shrill and overly-promotional content that comes across more like sales copy than an introduction to an institution of higher learning. You know what I’m referring to. Brochures that tout “multifaceted” educations and “holistic learning,” along with claims of having an amazing campus! The best professors! Unbelievable dorm rooms! Kids from 175 countries! []Continue Reading]


How to Communicate the Value of a College Education

Written by Andrew Kaufman on August 12, 2012.

The Higher Education community has been dealing with some pretty serious criticism in the media and the court of public opinion lately. With talk about the runaway cost of college, record-breaking student loan debt, and the inability of graduates to find good well-paying jobs in their field dominating the discussion, it’s getting harder and harder for organizations to justify themselves by relying on the old adage that higher education is always a good investment.[Continue Reading]


Healthcare Marketing to Caregivers

Written by Andrew Kaufman on August 12, 2012.

While traditional healthcare marketing efforts have been focused primarily on educating and influencing patients, new research shows that family caregivers are often just as influential (if not more so) than patients when it comes to making choices about health providers, products and services. With a rapidly aging population contributing to an increase in caregivers, it’s vitally important for healthcare marketers to understand the behaviors, needs and interests of this audience.[Continue Reading]


Designing Healthcare Websites for Seniros

Written by Andrew Kaufman on August 12, 2012.

When I first got a used laptop for my grandfather, I thought that it’d be a great way for him to keep his mind sharp, get updates from family and friends, and enjoy all of the videos, music and content that he could ever want. And it was!He signed up for Facebook, started watching every video of Leonard Bernstein he could find on YouTube, and (of course) started sending me emails with subject lines like FWD:FWD:FWD:100 Stars You Didn’t Know Were Jewish. [Continue Reading]


The Attention Economy and Micro-storytelling

Written by Andrew Kaufman on August 12, 2012.

“For sale: baby shoes, never worn.” Legend has it that Ernest Hemingway wrote these words on the back of a napkin after betting some fellow authors that he could write a complete short story in only six words. Now whether you think those six words actually fit the definition of a short story or not, you have to admit that they evoke a whole host of complex emotions that hint at events, characters and motivations that are nowhere to be found in the actual words. [Continue Reading]


The Case for Content Strategy

Written by Andrew Kaufman on August 12, 2012.

When clients hear the term Content Strategy, it’s not uncommon for them to get a blank look on their face – as though we‘re giving them a lecture on quantum physics. What’s a little surprising is the way they perk up when the subject of Content Marketing comes up. Content marketing is one of the biggest media trends for 2013, but it’s not their interest in the area that surprises us (quite the opposite, in fact). It’s the knowledge that many clients are clamoring for content marketing programs...Continue Reading]


Why You Need an Editorial Style Guide

Written by Andrew Kaufman on August 12, 2012.

Consistency is boring. It’s not sexy, fun or awe-inspiring. It’s not the coolest new social media channel or marketing tactic. You don’t usually win awards or get mentioned on Top 10 lists for consistency. So why should you waste time worrying about whether your social media manager is using the same tone as your copywriter? Because consistency is at the heart of all successful brands. [Continue Reading]


Is Content Strategy the New SEO?

Written by Andrew Kaufman on August 12, 2012.

As humans, we love to put labels on things. It helps us understand our world and make sense of objects and concepts in relationship to each other and our surroundings. Naming things also gives us a convenient way to communicate with others about our experiences and interactions; something which helps us find commonalities, discuss solutions, and work together to improve our understanding of whatever it is we’re trying to understand. [Continue Reading]


Tips for Consolidating Content Post Panda

Written by Andrew Kaufman on August 12, 2012.

If you’re one of the many online publishers that saw your organic search traffic and rankings take a significant hit after Google’s recent Panda update, you’ve no doubt been scrambling for ways to adjust to the new Post-Panda world order. Since the stated aim of the (so-called) farmer update was to de-value “Low-Quality” content in the SERPs, it’s only logical that you would start by focusing on ways of improving the content on your site to be more in-line with what Google thinks of as “High Quality” content.[ Continue Reading]


Confessions of a Content Farm Hand

Written by Andrew Kaufman on August 12, 2012.

I’ve been riding the online content rollercoaster for a while now, both freelance and full time, at startups and at public companies, through thick and thin, long tail to head, from stubs to feature length articles and back again. I’ve helped produce seven thousand word expert instructional pieces with videos, images and purpose – and I’ve also been partially responsible for language butchering hundred word abominations wrapped in adsense. And while I may not have written them all myself, I still feel... [Continue Reading]


The Tyranny of Keyword Intent

Written by Andrew Kaufman on August 12, 2012.

The online “Search” business is a billion dollar industry for one basic reason: it’s often the easiest and most efficient way for people to find what they’re looking for. Whether it’s finding out who is buried in Grant’s Tomb, when your flight to Las Vegas leaves, or where to buy that camouflage Snuggie©, search engines try to get us to our object of desire as quickly as they possibly can. But no matter how much search engines have evolved, they still don’t have the ability to read minds (yet). [Continue Reading]