IMC Intuition

Thinking out loud about all things IMC

So, How’s Your Content?

with 2 comments

I was recently invited to sign up for the Content Management Institute (CMI), and I must say their introductory emails do not disappoint.  Let me back up here…

From the Inside Out

I work for an engineering-heavy capital equipment manufacturer therefore our organization is lead by sales, rather than marketing.  Sales engineers, as a rule, are not particularly interested in practices such as segmentation or creating customer profiles, much less personas.    Their job is to develop and sell projects, and they do that exceedingly well.  When we get into discussions about content driven marketing on our website, well… needless to say, it’s just not their thing.

 From the Outside in

 Working solo on developing our website along with everything else, I have found some great tools and insight on the CMI blog

 My two favorite posts so far:

In “How to Start Your Content Strategy:  The Discovery Phase,”  Chris Moritz provides a link to a great template by Maadmob (Donna Spencer) for organizing your website content:  Navigation title, page title and URL, list of all downloadable files (publications, resources, fact sheets etc), and content relationships – it’s in there.

A follow up post, “A Quick and Dirty Way To Segment Your B-to-B Content Marketing,” Robert Rose offers a clever three-step model to offer content value to the different types of people that are seeking, and finding value, in your content.

Soon CMI will be charging a membership fee, but for this moment, you can access very useful information for free.  Take advantage of it. 

Just in case you are on a budget like mine, here are two more great free resources:

=> A List Apart:

=> Smashing Magazine:

So how’s your content?   I have a new navigation design in my plan, so I’m ready to really get serious about content this summer before special event season comes ‘round again in the fall.  Happy Analytics!


2 Responses

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  1. Beth….

    Thank you so much for the kind words….

    I appreciate it…. Glad you found some value in the piece…. Hope that the CMI works out for you…



    Robert Rose

    June 5, 2010 at 12:14 am

    • My pleasure – thank you!


      June 5, 2010 at 9:32 pm

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