Comments for Winning Content by Leen Jones

Comment on Your CMS Can’t Judge Content Quality by content quality

content quality — Sat, 06 Mar 2010 22:42:27 +0000

[...] content quality standards and is an effective way to achieve the aforementioned criteria. …Your CMS Can't Judge Content Quality Winning ContentKristina Halvorson of Brain Traffic asked me to think about content quality. … Content Quality [...]

Comment on Chronos vs Kairos: Do We Plan for the Right Concept of Time? by Kevin Cesarz

Kevin Cesarz — Wed, 03 Mar 2010 00:53:18 +0000

Love the notion of editorial strategy ‘priming’ and voice ‘establishing’ the path to context – content strategy. Thanks for the great post, Colleen.

Comment on Chronos vs Kairos: Do We Plan for the Right Concept of Time? by Colleen

Colleen — Tue, 02 Mar 2010 17:47:40 +0000

Jeff, you must be Greek at heart!

Comment on Chronos vs Kairos: Do We Plan for the Right Concept of Time? by Jeffrey MacIntyre

Jeffrey MacIntyre — Tue, 02 Mar 2010 15:51:32 +0000

Solid stuff, Leen. Chimes with my idea of editorial strategy in the bigger picture of content strategy, and recalls our previous conversation on this very blog — http://www.leenjones.com/2009/11/time-and-our-focus-on-content/

Comment on Persuasive Technology + Content Strategy = Influential Content by Colleen

Colleen — Fri, 26 Feb 2010 13:25:20 +0000

Hi Dwayne!
I’m thrilled you have a similar interest in persuasive technology. The potential for it is huge.

I applaud you for seeing that persuasive technology has to include content. I disagree that most people recognize this fact. I’ve studied persuasive technology a lot. If people don’t say it includes content, then people perceive it as not including content–and the reality becomes it doesn’t focus on content. When people talk about persuasion and interactive, they focus on design.

For more about my perspective, check out the article that A List Apart just published about content and kairos: http://www.alistapart.com/articles/words-that-zing/

Comment on Know Your Content Before You Test It by Colleen

Colleen — Fri, 26 Feb 2010 13:02:36 +0000

Great point, Kevin. Yes, these users were particularly sharp!

Comment on Know Your Content Before You Test It by Kevin Cesarz

Kevin Cesarz — Wed, 24 Feb 2010 23:19:31 +0000

Seems obvious, but you are correct – speeds kills. News business is classic for discovering assumptions later. Also, you highlight how important it is to share content with proper demo – gamers, etc. – who see details others do not.

Comment on The Persuasive Power of Storytelling by The Power of Storytelling

The Power of Storytelling — Sat, 13 Feb 2010 18:52:15 +0000

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Comment on Persuasive Technology + Content Strategy = Influential Content by Dwayne Paisley-Marshall

Dwayne Paisley-Marshall — Sat, 30 Jan 2010 16:02:47 +0000

Persuasive technology does focus on content, the title persuasive technology is not very clear in the terms that it’s relating to content. I too have read Persuasive technology: using computers to change what we think and do, and I have found it very inspirational, his work is genus.

You should check out this FMB model, it might give you a broader understand of Persuasive technology, in a particle sense

Check out some of my posts here http://www.superdwayne.co.uk.blog

I am in the process of creating a persuasive paper prototype social network.

Comment on Remember References by Colleen

Colleen — Thu, 21 Jan 2010 04:31:23 +0000

Hi Chris!

Interesting points. A few points to clarify…

1. Do marketers consciously decide not to cite?
In my experience, citing is often an afterthought or not a thought at all, rather than a conscious decision. The pharmaceutical / health / medical industries do have a lot of legal restrictions, but that’s around reporting their own research and going through extensive procedures to make claims of effectiveness.

2. Is this article claiming the product solves the problem?
No, it’s establishing that a problem or need exists. It’s not making claims about the product effectiveness in addressing the problem or need. As content marketing grows, articles like this will become more common. So, marketers better get a handle on references!

3. If there is a perceived risk in citing, what should a marketer do?
Explore adding a disclaimer about the relationship of the product to the cited source. If that isn’t possible, then don’t include the content at all.

I don’t see any reason for marketers (or anyone who creates content) to claim statistics or copy intellectual property and not cite the sources. So, if you can’t cite the content due to a perceived risk, you need to not use the content. I see no exceptions to that, even in marketing. The risk of damaging your brand’s credibility seems as bad–if not worse–as any legal or other risk. So, just avoid the risk altogether.