Brevity, Right to the Point, Relevance – Travelling With The User – Part III

Content has its biggest impact when it is brief enough to transfer knowledge, goes right to the point and it possesses relevance to the user. If these are not met, chances are that no one will spend quality time with your content.

Brevity

The best advice I have ever got is Keep It Simple or “Kiss it”. Short forms are generally better accepted than long forms unless we are talking about reading masterpieces published in The New Yorker, The Guardian or eBooks. It really depends, though, on the form and the task that should be accomplished. A short form for a mortgage would be taken as SPAM.
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Taxonomy, Taxonomy, Taxonomy – Travelling With The User – Part II

Content needs to be organised. Vessels and shapes do, too. A little bit of healthy OCD on your part can go a long way. Taxonomy is the bread and butter of content classification and distribution.

If you have been around content or created even a blog post or posted a picture on Instagram, you would know that search and visibility of your creation depend on the way you tagged it. A blog post without keywords as tags cannot be found easily a couple of months after being published, especially on a busy blog. It also impacts your SEO score and some other things. The same goes for your Instagram photo – if you have not used keywords (hashtags), your photo will be visible only to the people who follow you…and like you posts the most.
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Content’s Shape – Travelling With The User – Part I

We often forget that the content’s shape matters. And to illustrate what I mean exactly, I will tell you a short story.

Just before Christmas 2012, I took a day trip to Innsbruck, Austria – a wonderful place offering an amazing Glühwein made from white wine. At the end of the day, I found myself at the train station trying the figure out which platform my train will arrive on… And then I saw the only info panel available with three people standing in front of it and me not being able to see. And I am tall!

Content can be moulded into different shapes. They need to make sense to the consumer much more than to the people behind their creation.
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Travelling With The User – My Talk At The Bulgarian Web Summit

A couple of months ago, my friend and organiser of the Bulgarian Web Summit annual gathering, Bogomil Shopov, invited me to speak at the event.

At first, I was wondering why a digital strategy and marketing guy like myself is invited to speak in front of audience vastly consisting programmers, coders and designers. I heard previously about the conference and I knew that at the Bulgarian Web Summit most of the topics were hard-core tech. I presumed the crowd wanted that and expected it from the speakers.

On the other hand, me speaking at such an event would allow me to offer the point of view of marketing people. After all, we do work together. We bring products, apps, platform and other things based on cooperation – us the content, them the code and visuals.

And this is how my idea to talk about content and how it travels together with the user was born.

This is a very large topic, which couldn’t possibly be exhausted in just 45 minutes’ talk. Besides, I didn’t want to build it around the “content out” approach to design and delivery. I would have lost the audience somewhere at the beginning of my presentation. Instead, I decided to imply it, by offering my reflections on the past, present and future of content. Also, I set on offering the top 10 things I’ve noticed in my career and projects that often divided the marketing and the technical side of the team.

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Subscribing To Democracy

I think we can all agree that at this day and age of technology’s progress and the Internet, the attention span of the average user is ever narrowing down. In the same time, the availability and variety of the information flows are overwhelming. For millions of citizens, democracy remains hidden behind a subscription.

Apart from keeping the populace informed, the media has and equally and sometimes even bigger responsibility to keep the checks and balances on the government and its officials. And while the latter is encompassing a vast area of official and private information about the officials (some of it crossing moral grounds), it is still a necessity to offer a sort of accountability in case someone chooses to exploit one’s position.

Establishing and maintaining a good media outlet is often a gargantuan and very costly endeavour. Newspapers, magazine and even websites spring to life and very often disappear just as fast, well before they got the chance to build an audience enough to sustain their model or fully develop their idea and course of events coverage.
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