Content Marketing, Digital Marketing, Social Media Tools, Blogging and Content Creation, Digital Agency Toolkit

Why You Should Use a Content Rationale Report

Little is the new big.

On today’s Web, buying decisions are influenced less by the grand, sweeping programs that take old marketing and put a fresh coat of social paint on them. On today’s Web, buying decisions are influenced more by specific, hyper-relevant pieces of content that your brand creates to get in front of potential purchasers at the contextually-perfect time and place.

As search becomes ever more interconnected, and websites begin to routinely change dynamically based on your search and browser history, your ability to create and optimize individualized pieces of content (blog post, photo, video, tweet, status update, podcast, PDF, presentation) reaches critical importance. If someone is looking for “chocolate ice cream” you need to have content pieces to show up on that radar. If someone is looking for “ice cream sandwiches” you have to cover that base – as well as possibly hundres of other keyword combinations.

There are two strategic ramifications for this new era of content marketing.

First, elaborate but narrow ideas and executions need to take a back seat to simpler but widespread initiatives. One podcast with very high production values is less important than ten podcasts (about different topics) with reduced production values. (There is of course a limit to this logic. Crap is still crap). Also, if you are a larger, well-known brand that relies less upon prospective customers finding you via search or discovering you via social chatter, this principle of breadth trumping depth is not as iron-clad. But, it’s still important. Sure, people probably know how to find Toyota online. But, shouldn’t they also be using content marketing to be in the debate around vehicle safety, reliability, ethics, and an array of other topics?

content marketing 300x214 Why You Should Use a Content Rationale ReportSecond, if you’re going to commit to creating content to fit a large number of customer queries, you can’t waste bullets. You cannot just show up to the party and create your 10 podcasts, and not think about what keywords apply, what the psychology of the people using those keywords is, and how your company can fulfill those needs. Way too much content is being created today with a mindset that goes no deeper than “well, we’re creating and uploading content, so that’s a good thing.”

There’s a Method to the Content Madness

Content without strategy is a colossal waste of time and money. You can do better than that, and you need to, as we’re entering an era where low-hanging fruit is an anachronism. When every single one of your competitors has a content marketing program, the advantage will go to whomever has the best understanding of WHY certain content is successful.

For every piece of content you create, regardless of format, you should develop a Content Rationale Report that includes these pieces of information (as an example, I’ve included prospective answers for a social media metrics chart I’m developing)

  • Format of Content: Downloadable chart and glossary (PDF). Companion blog post.
  • Description of Content: This chart and glossary will show businesses how to select the most appropriate social media success metrics, based on their business goals and availability of specific data.
  • Budget, Including Labor: $300 + 5 hours of Convince & Convert time
  • Who Will Be Interested in This Content: Small and medium-sized businesses (with an emphasis on agencies) that need to figure out social media success on a regular basis. Targeted at marketing directors.
  • What Questions Does This Content Answer for Them: What social media success metrics should I be paying attention to, and why?
  • What Keywords Will Be Used to Find It: Social media ROI, social media statistics, measuring social media
  • What Do We Want Them to Do After Consuming It (Call-to-Action): Subscribe to C&C blog, contact C&C about training their teams on this metrics selection process, share the chart with colleagues
  • 3 Success Metrics: Social sharing, RSS subscriptions, inbound leads

Here’s the worksheet in downloadable form:

This is functionally similar to the Creative Brief that ad agencies have been using for decades to help copywriters and artists understand the psychology of the customer, and what needs to be included in the advertisement. It’s a tremendous tool for keeping your marketing strategically on target, and now the Content Rationale Report repurposes the creative brief for this new era of search-driven, socially-enabled communication.

You can’t just fire content bullets randomly into the air. You have to know why you’re making it, for whom you’re making it, how they’re going to find it, and how each and every piece of content will contribute to your business success.

That’s the future of content marketing. Are you ready for it?

Related
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    RT @jaybaer: Why You Should Use a Content Rationale Report: Little is the new big.On today’s Web, buying… http://bit.ly/abaSf7 #marketing

  • http://twitter.com/epopdev/status/17237305167 Jim Weldon

    Why You Should Use a Content Rationale Report: Little is the new big.On today’s Web, buying decisions are influenc… http://bit.ly/9PLeLX

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    Why You Should Use a Content Rationale Report: Little is the new big.On today’s Web, buying decisions are influenc… http://bit.ly/9OoGzi

  • http://twitter.com/erwinjansen/status/17237306526 erwinjansen

    Why You Should Use a Content Rationale Report http://tinyurl.com/2asptvf

  • http://twitter.com/doktormarketing/status/17237307710 Doktor Marketing

    Why You Should Use a Content Rationale Report http://bit.ly/9PLeLX #ConvinceandConvert

  • http://twitter.com/f2facebook/status/17237307193 Face to Facebook

    RT @jaybaer Why You Should Use a Content Rationale Report http://bit.ly/9pQ9Rl #SMM

  • http://twitter.com/per_call/status/17237307867 Per Call

    Why You Should Use a Content Rationale Report http://bit.ly/9PLeLX

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    Why You Should Use a Content Rationale Report http://bit.ly/9PLeLX /via @jaybaer

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    Soc Media Link: Why You Should Use a Content Rationale Report | Blogging and …: … Coastal Social – September 2… http://bit.ly/byVDDz

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    Soc Media Link: Why You Should Use a Content Rationale Report | Blogging and …: … Coastal Social – September 2… http://bit.ly/byVDDz

  • http://twitter.com/kworkmanflood/status/17237740073 Kelly Workman-Flood

    Jay Baer Blog: Why You Should Use a Content Rationale Report http://bit.ly/a13q1O Full http://bit.ly/czshxl

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    Why You Should Use a Content Rationale Report http://bit.ly/9rchLn #news #socialmedia

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    Why You Should Use a Content Rationale Report http://bit.ly/9rchLn #news #socialmedia

  • http://twitter.com/social_insider/status/17239360910 Social Media Insider

    Why You Should Use a Content Rationale Report http://bit.ly/cB65qq #Socialmedia

  • http://twitter.com/aronstevenson/status/17239386005 Aron Stevenson

    Why You Should Use a Content Rationale Report – Little is the new big. On today's Web, buying decisions are influenc… http://ow.ly/17UCSB

  • http://twitter.com/berpelding/status/17239456651 Brad

    Why You Should Use a Content Rationale Report – Little is the new big. On today’s Web, buying decisions are in… http://ow.ly/17UChl

  • http://twitter.com/claudiovaccaro/status/17239468412 Claudio Vaccaro

    Why You Should Use a Content Rationale Report http://bit.ly/9PLeLX

  • http://twitter.com/utollwi/status/17243840225 William Toll

    Why You Should Use a Content Rationale Report: Little is the new big.On today’s Web, buying decisions are influenc… http://bit.ly/9zvIBL

  • http://twitter.com/mysmartmedia/status/17244295889 Valerie

    Why You Should Use a Content Rationale Report | Blogging and … http://ow.ly/17UGCt

  • http://twitter.com/juntajoe/status/17244696448 Joe Pulizzi

    Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn

  • http://twitter.com/b2bento/status/17245223051 B2Bento at GetIT

    “@juntajoe: Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn”

  • http://twitter.com/lisapetrilli/status/17245295772 Lisa Petrilli

    Excellent example RT @juntajoe: Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn #blogchat

  • http://twitter.com/mengonline/status/17245333380 @LisaPetrilli

    Excellent example RT @juntajoe: Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn #MENGonline

  • http://twitter.com/mengonline/status/17245333380 @LisaPetrilli

    Excellent example RT @juntajoe: Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn #MENGonline

  • http://twitter.com/salessafari/status/17245479362 Tricia Braden

    Joe Pulizzi Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn http://fb.me/BJaYiIQD

  • http://twitter.com/salessafari/status/17245479362 Tricia Braden

    Joe Pulizzi Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn http://fb.me/BJaYiIQD

  • http://twitter.com/jlevymedia/status/17246252922 Justin Levy

    Why You Should Use a Content Rationale Report http://j.mp/9GzlBv

  • http://twitter.com/justinlevy/status/17246352020 Justin Levy

    Do you use a Content Rationale Report? That's what I thought. Me either. @jaybaer explains why we all should http://bit.ly/9GzlBv

  • http://twitter.com/justinlevy/status/17246352020 Justin Levy

    Do you use a Content Rationale Report? That's what I thought. Me either. @jaybaer explains why we all should http://bit.ly/9GzlBv

  • http://twitter.com/justinlevy/status/17246352020 Justin Levy

    Do you use a Content Rationale Report? That's what I thought. Me either. @jaybaer explains why we all should http://bit.ly/9GzlBv

  • http://twitter.com/hotinmarketing/status/17246359323 Hot In Marketing

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2nzp

  • http://twitter.com/hotinmarketing/status/17246359323 Hot In Marketing

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2nzp

  • http://twitter.com/hotinmarketing/status/17246359323 Hot In Marketing

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2nzp

  • http://twitter.com/aprildunford/status/17246364496 April Dunford

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI love this.

  • http://twitter.com/aprildunford/status/17246364496 April Dunford

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI love this.

  • http://twitter.com/jimwarnold/status/17246804669 Jim Arnold

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/wojtekhoch/status/17246980384 wojtek hoch

    RT @justinlevy: Do you use a Content Rationale Report? That's what I thought. Me either. @jaybaer explains why http://bit.ly/9GzlBv

  • http://twitter.com/bobbyc10/status/17249309077 Bobby Cintolo

    Why You Should Use a Content Rationale Report http://bit.ly/9WhCUg

  • http://twitter.com/NathanRKing Nathan King

    Creative briefs were the first thing that came to mind when reading this post. I see this as being most useful to the person managing the blog – especially those with multiple authors.

    @NathanRKing

  • http://twitter.com/sadiemharris/status/17249891098 Sadie Harris

    Why You Should Use a Content Rationale Report http://bit.ly/aHmmxk

  • http://twitter.com/joshhealan/status/17250017222 Josh Healan

    He gets social media, not sure about content marketing… http://bit.ly/dlTrNC

  • http://twitter.com/cathyfletcher/status/17250586305 Cathy Fletcher

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/weintraub/status/17250768362 Weintraub Adv

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/mjmclean/status/17253909252 Martha McLean

    #content #gc20 #uxwg RT@juntajoe Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn

  • http://twitter.com/jeromefb/status/17254311301 Jerome

    Content w/o strategy is a waste of time and $ RT @mjmclean: Why U Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn

  • http://twitter.com/mckeenmatt/status/17255075173 Matt McKeen

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/internetcoachfr/status/17255517026 sadie harris

    Why You Should Use a Content Rationale Report http://bit.ly/aHmmxk

  • http://twitter.com/clintonbon/status/17256373438 Clinton Bonner

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI – very nice post discussing hyper-relevant content

  • http://twitter.com/brandranter/status/17256737025 Sean Duffy

    Gr8 advice from @jaybaer: Little is the new big. Why you need a Content Rationale Report 4 social media creations. http://bit.ly/9rchLn

  • http://twitter.com/snaimath/status/17256756161 Syed Naimath

    RT @clintonbon: RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI – very nice post discussing hyper-releva …

  • http://twitter.com/vdcseo/status/17256786862 Valerie DiCarlo

    GOOD POST!! RT @jaybaer Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/shannonpaul/status/17256798450 Shannon Paul

    Love this! RT @jaybaer Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/dangreen_vpm/status/17256813366 Dan Green

    Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn [RT @jaybaer]

  • http://twitter.com/kristenshue/status/17257154981 Kristen Shue

    Little is the new big. Why you need a Content Rationale Report for ur social media creations. http://bit.ly/9rchLn RT @jaybaer @DanGreen_VPM

  • http://twitter.com/billdrews/status/17257440413 Bill Drews

    RT @jaybaer: Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/mmesocialmedia/status/17257532923 sadie harris

    Why You Should Use a Content Rationale Report http://bit.ly/aHmmxk

  • http://twitter.com/randylewiskemp/status/17258357622 Randy Kemp

    Why You Should Use a Content Rationale Report http://bit.ly/b6TNNw

  • http://twitter.com/braundoug/status/17258404310 Doug Braun

    Why You Should Use a Content Rationale Report: http://bit.ly/9eLiz6 (Jay Baer walks us through the steps and benefits)

  • http://twitter.com/sahana2802/status/17258722999 Sahana Chattopadhyay

    RT @jaybaer: Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/ipalsocialmedia/status/17260403448 iPal Social Media

    RT @jaybaer: Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://jordyssocialmedia.blogspot.com Jordy

    Thanks Jay! This will a useful starting place for a meeting I'll be having in a few weeks. I'll show the decision makers this sheet and get them thinking about the answers to the questions :)

  • http://twitter.com/hotinbusiness/status/17261951270 Hot In Business

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2nzp

  • http://twitter.com/hotinbusiness/status/17261951270 Hot In Business

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2nzp

  • http://twitter.com/renee3/status/17262803308 Renée Warren

    Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/justinedmead/status/17262892324 Justin Edmead

    Definitely a good thing to do for your website RT @Renee3: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/alwayzthinking/status/17262910417 b Anthony

    before you spend time on #socialMedia, think it through. via @jaybaer "Why You Should Use a Content Rationale Report" http://bit.ly/9Eaorj

  • http://twitter.com/dougkessler/status/17263715139 dougkessler

    RT @juntajoe: Why You Should Use a Content Rationale Report via @jaybaer http://bit.ly/9rchLn

  • http://twitter.com/maark/status/17264050504 Maark

    Great post by @jaybaer on the necessity of Content Rationale Reports http://bit.ly/aQow1T #marketing

  • http://twitter.com/jasonfalls/status/17265004437 Jason Falls

    Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/jasonfalls/status/17265004437 Jason Falls

    Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/jasonfalls/status/17265004437 Jason Falls

    Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/lisanewkirk/status/17265060196 Lisa Newkirk

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/lisanewkirk/status/17265060196 Lisa Newkirk

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/lisanewkirk/status/17265060196 Lisa Newkirk

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/secretsushi/status/17265074184 Adam Helweh

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/secretsushi/status/17265074184 Adam Helweh

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/secretsushi/status/17265074184 Adam Helweh

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/joey_strawn/status/17265149844 Joey Strawn

    Agreed, this is a great post RT @JasonFalls Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/joey_strawn/status/17265149844 Joey Strawn

    Agreed, this is a great post RT @JasonFalls Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/joey_strawn/status/17265149844 Joey Strawn

    Agreed, this is a great post RT @JasonFalls Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/evj/status/17265355799 Emma Jackson

    RT @jaybaer: Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/evj/status/17265355799 Emma Jackson

    RT @jaybaer: Little is the new big. Why you need a Content Rationale Report for your social media creations. http://bit.ly/9rchLn

  • http://twitter.com/brett/status/17265652423 Brett Petersel

    Why You Should Use a Content Rationale Report http://bit.ly/cxURhI (via @jaybaer @shannonpaul)

  • http://twitter.com/aaronstrout/status/17265796769 Aaron Strout

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/hacool/status/17265846106 hacool

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/pennapowers/status/17266162638 PPBH

    Good content starter & rationale worksheet to keep content on track and relevant http://bit.ly/aAqhB1

  • http://twitter.com/smillerppbh/status/17266288193 Stephanie Miller

    RT @pennapowers: Good content starter & rationale worksheet to keep content on track and relevant http://bit.ly/aAqhB1

  • http://twitter.com/michaelgass/status/17266667872 Michael Gass

    RT @JasonFalls: Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer today: http://ar.gy/iR

  • http://twitter.com/johnjohansen/status/17266767837 John Johansen

    Thanks @JayBaer for this: Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI | Good way to stay on track with creation.

  • http://twitter.com/hubertgam/status/17266893687 Hubert Sawyers III

    RT @brett: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI (via @jaybaer @shannonpaul)

  • http://twitter.com/be3d Ian Greenleigh

    Very cool. It also puts bad ideas in their place. If it doesn't look good in comparison to the other ideas on your chart, that's a bad sign.

  • http://twitter.com/cikmarketing/status/17268230235 ChantielleMacFarlane

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/cikmarketing/status/17268230235 ChantielleMacFarlane

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/emilysandford/status/17268231388 emilysandford

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/emilysandford/status/17268231388 emilysandford

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/kathy_moore/status/17268238386 Kathy Moore

    RT @jaybaer If you're making content, have a plan. http://bit.ly/cxURhI

  • http://twitter.com/kathy_moore/status/17268238386 Kathy Moore

    RT @jaybaer If you're making content, have a plan. http://bit.ly/cxURhI

  • http://twitter.com/danielpsullivan/status/17268260381 Daniel P. Sullivan

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/danielpsullivan/status/17268260381 Daniel P. Sullivan

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/bgreinfeld/status/17268286853 Bernardo G. Reinfeld

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/bgreinfeld/status/17268286853 Bernardo G. Reinfeld

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/seanplatt/status/17268393270 Sean Platt

    Truly Excellent! RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/seanplatt/status/17268393270 Sean Platt

    Truly Excellent! RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/michaelpmalone/status/17268441825 Mike Malone

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/michaelpmalone/status/17268441825 Mike Malone

    RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://www.spinsucks.com/ Daniel Hindin

    Hi, Jay. We definitely think about all of these aspects as we're determining what content to post to our blog — and what not to — but we haven't developed this type of mechanism like you have. But it's a great idea and one I'd like to consider moving forward. I'd say I plan to share it with my boss, but I'm sure Gini has already read this post!

  • http://www.convinceandconvert.com jaybaer

    I don't know. Now that Gini runs the universe's best PR blog, she probably doesn't come over here to read anymore. :)

  • http://www.convinceandconvert.com jaybaer

    I don't know. Now that Gini runs the universe's best PR blog, she probably doesn't come over here to read anymore. :)

  • http://twitter.com/stefanomaggi/status/17269667187 Stefano Maggi

    RT @jaybaer If you're making content, have a plan. Why you need a Content Rationale Report (+ free worksheet) http://bit.ly/cxURhI

  • http://twitter.com/magazines_marie/status/17271371317 Marie

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/markwschaefer/status/17272087331 Mark Schaefer

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://spinsucks.com Gini Dietrich

    Oh Jay. You know you'll always be one of my very favorites! I just haven't read it YET. It's on my reading list for this evening as I enjoy a nice cabernet and hope it doesn't rain.

  • http://spinsucks.com Gini Dietrich

    Oh Jay. You know you'll always be one of my very favorites! I just haven't read it YET. It's on my reading list for this evening as I enjoy a nice cabernet and hope it doesn't rain.

  • erichoffman

    Jay, I really like the concept of a content rationale report, but the pace at which we're creating content doesn't readily translate into a separate report for each piece of content. Instead, we're developing an editorial calendar with a number of columns devoted to content analysis, both the why and how it did elements. We feel that this will have more adoption in our department, particularly as we plan on how we'll 're-task' content across various online (and some offline) channels. In any case, I wholeheartedly agree that it's vital to know why you're creating each and every bit of content.

  • http://www.convinceandconvert.com jaybaer

    Thanks Eric. No question that doing a full brief for every piece is a labor, but agencies do it all the time on the advertising side. Editorial calendar approach might work as well. If you're able to share an example, please feel free to write up a possible guest post. I'd love to see it.

  • erichoffman

    I'd love to share our calendar Jay, but it truly is a work in progress at the moment. We're trying to ensure that we have enough information in it (a lot of that already), but not so much that it gets ungainly. Basically we have each content element sorted in rows by property, and then multiple columns that allow us to filter by channel, content type, purpose, result, keywords, etc. until we finally get to a number of columns that we have broken out by week for the actual calendar portion. I'll be sure to let you know how it works out because we're all super excited about implementing it!

  • http://twitter.com/mikealber/status/17275164322 Mike Alber

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/xsiteable/status/17275232959 Rob Hughes

    How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI RT @jaybaer Content w/o strategy is a waste of time and money!

  • http://twitter.com/xsiteable/status/17275232959 Rob Hughes

    How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI RT @jaybaer Content w/o strategy is a waste of time and money!

  • http://twitter.com/ambercadabra/status/17275317596 Amber Naslund

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/sueyoungmedia/status/17275397714 SusanYoung

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI #GIFB

  • http://www.convinceandconvert.com jaybaer

    I hadn't thought about that, but it's a great point Ian.

  • http://twitter.com/sharonmostyn/status/17275424609 Sharon Mostyn

    RT @sueyoungmedia: RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI #GIFB

  • http://www.convinceandconvert.com jaybaer

    Excellent Jordy. I'm glad it'll be useful for you.

  • http://www.convinceandconvert.com jaybaer

    Defiinitely bloggers. Also, video content creators. Powerpoint authors. Podcast producers. Anything that's more robust that a tweet or status update, really.

  • http://twitter.com/elysiabrooker/status/17275504613 Elysia Brooker

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/fullyarmed777/status/17275518307 Deborah Rodin-Lopez

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/davidakermanis/status/17275549196 David Akermanis

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/jkristufek/status/17275570427 Jason

    RT @ jaybaer How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/insightokc/status/17275792874 Insight Creative Grp

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/robynmcmaster/status/17275872770 Robyn McMaster

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/patrickreyes/status/17276103456 Patrick Reyes

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/kimberlytaylor/status/17276341080 Kimberly Taylor

    Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI

  • http://twitter.com/kimberlytaylor/status/17276341080 Kimberly Taylor

    Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI

  • http://twitter.com/ile2711/status/17276380430 Ileana Rodriguez

    Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI

  • http://twitter.com/ile2711/status/17276380430 Ileana Rodriguez

    Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI

  • http://twitter.com/membershipjedi/status/17276397716 Mike Cassidy

    strategic content map RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/membershipjedi/status/17276397716 Mike Cassidy

    strategic content map RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/jfavreau/status/17276579859 Jfavreau

    RT @patrickreyes: RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/dionne02/status/17276601406 Dionne Aiken

    RT @KimberlyTaylor: Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI

  • http://twitter.com/ardath421/status/17277001871 Ardath Albee

    RT @markwschaefer: RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/marecheaumundy/status/17277078397 Marecheau

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/marecheaumundy/status/17277078397 Marecheau

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/marecheaumundy/status/17277078397 Marecheau

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/sarahzcordell/status/17277492391 Sarah Z. Cordell

    RT @jfavreau: RT @patrickreyes: RT @AmberCadabra: RT @jaybaer: How 2 Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/foundora/status/17278531894 Foundora

    Why You Should Use a Content Rationale Report http://ow.ly/24lzM – By @jaybaer

  • http://twitter.com/techguerilla/status/17279952953 Matt Ridings

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/howellmarketing/status/17280031535 Amy D. Howell

    “@techguerilla: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI”

  • http://twitter.com/iconic88/status/17280152366 Iconic88

    “@techguerilla: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI” /@HowellMarketing

  • http://twitter.com/anaherradon/status/17280195444 Ana Herradon

    RT @HowellMarketing: “@techguerilla: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI”

  • http://twitter.com/jakrose/status/17280207320 Jason Keath

    This @jaybaer guy is smart http://bit.ly/b6TNNw

  • http://twitter.com/hotinmarketing/status/17280849479 Hot In Marketing

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Conv.. http://shrten.com/2p38

  • http://twitter.com/ttronslien/status/17282211650 Tove Tronslien

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/mkoskimaloney/status/17282569437 Mary Maloney

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/agbegin/status/17282932896 Andrew Begin

    RT @jakrose: This @jaybaer guy is smart http://bit.ly/b6TNNw

  • http://twitter.com/holgerschulze/status/17289604831 Holger Schulze

    Why You Should Use a Content Rationale Report – http://bit.ly/cxURhI /via @markwschaefer

  • http://twitter.com/pops131/status/17291751333 jan radish

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting http://shar.es/mDXbS

  • http://twitter.com/rjleaman/status/17292615544 Rebecca Leaman

    RT @seanplatt: Truly Excellent! RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/foundora/status/17294645553 Foundora

    Why You Should Use a Content Rationale Report – http://ow.ly/24miX By @jaybaer

  • http://twitter.com/ihearttechdocs/status/17294807557 Ivan Walsh

    Why You Should Use a Content Rationale Report – http://ow.ly/24miX RT @Foundora:

  • http://twitter.com/catalists/status/17296224688 Caroline

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/thorstone137/status/17298565666 Dustin Goerndt

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media C… http://bit.ly/bQrD7i

  • http://twitter.com/socialmediastas/status/17306250182 Oretta Norris

    Why You Should Use a Content Rationale Report | Blogging and …: There are two strategic ramifications for this n… http://bit.ly/bYXMhx

  • http://twitter.com/orettanorris/status/17306250500 Oretta Norris

    Why You Should Use a Content Rationale Report | Blogging and …: There are two strategic ramifications for this n… http://bit.ly/bYXMhx

  • http://twitter.com/franceswinters/status/17306285454 @franceswinters

    RT @orettanorris: Why You Should Use a Content Rationale Report | Blogging and …: There are two strategic ramifications for this n… http://bit.ly/bYXMhx

  • http://twitter.com/miguelcampos/status/17313813641 Miguel Campos

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/miguelcampos/status/17313813641 Miguel Campos

    RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/harucching/status/17318516358 Harumi ☆ N

    RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://twitter.com/larsv/status/17320678003 Lars Voedisch

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI #yam

  • http://twitter.com/sparkplugonline/status/17324663192 Sparkplug Digital

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/davidshipley/status/17325553502 David Shipley

    RT @seanplatt: Truly Excellent! RT @jaybaer: If you're making content, have a plan. Why you need a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/jeanniecw Jeannie Walters

    Jay – I love this. I find it really frustrating content is typically treated as the Cinderella in the castle — sweep up the ashes and get ready for the ball ONLY when everyone else is done. I also support Eric's idea of the editorial calendar. By planning in advance, you alert the other teams involved on what to focus on. Thanks for this – it's a really important (yet often overlooked) area.

  • KatFrench

    I love the *idea* of a content rationale report, but like Eric, when I think about applying it to every piece of content I create for every client I work on… let's just say a giant lump of anxiety appears in my stomach. But your report is very little different than a web page rational form I created a while back.

    Which in theory, we should be using every time we create a new web page for a client (and which, honestly, could be repurposed fairly simply to apply to social media outpost content pieces).

    The problem is bandwidth. The same person doing strategy, content development, responding to consumer feedback on the fly, reporting and analysis on multiple clients in potentially wildly different industries/verticals across, potentially, multiple disciplines of online marketing (search, social, display, email).

    At least one of the axes needs to collapse (either the discipline axis, or the role axis, or the client axis) to allow for the level of detail on the strategy end to be where it needs to be.

    But I agree–that's where it needs to be.

  • KatFrench

    I love the *idea* of a content rationale report, but like Eric, when I think about applying it to every piece of content I create for every client I work on… let's just say a giant lump of anxiety appears in my stomach. But your report is very little different than a web page rational form I created a while back.

    Which in theory, we should be using every time we create a new web page for a client (and which, honestly, could be repurposed fairly simply to apply to social media outpost content pieces).

    The problem is bandwidth. The same person doing strategy, content development, responding to consumer feedback on the fly, reporting and analysis on multiple clients in potentially wildly different industries/verticals across, potentially, multiple disciplines of online marketing (search, social, display, email).

    At least one of the axes needs to collapse (either the discipline axis, or the role axis, or the client axis) to allow for the level of detail on the strategy end to be where it needs to be.

    But I agree–that's where it needs to be.

  • http://www.convinceandconvert.com jaybaer

    Thanks Kat. Great comment. I'd hope that eventually we'll create roles to focus on this type of planning, but the value and ROI has to be well understood before that happens. Until then, let's make an iPhone app so we can do it in the few minutes we're walking to the car or something!

  • http://www.convinceandconvert.com jaybaer

    Thanks Kat. Great comment. I'd hope that eventually we'll create roles to focus on this type of planning, but the value and ROI has to be well understood before that happens. Until then, let's make an iPhone app so we can do it in the few minutes we're walking to the car or something!

  • http://www.convinceandconvert.com jaybaer

    Thanks Kat. Great comment. I'd hope that eventually we'll create roles to focus on this type of planning, but the value and ROI has to be well understood before that happens. Until then, let's make an iPhone app so we can do it in the few minutes we're walking to the car or something!

  • http://twitter.com/elizabethsosnow/status/17332127103 Elizabeth Sosnow

    "You can’t just fire content bullets randomly into the air" via @jaybaer http://bit.ly/b3qYYK (cool worksheet)

  • http://twitter.com/anjelicah/status/17332298199 Anjelica Hernandez

    RT @elizabethsosnow: "You can’t just fire content bullets randomly into the air" via @jaybaer http://bit.ly/b3qYYK (cool worksheet)

  • http://twitter.com/jeanniecw/status/17333015262 Jeannie Walters

    BIG YES on this one. RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI

  • http://twitter.com/lesevangelistes/status/17334530130 Les évangélistes

    Contenu rédactionnel et SEO : un couple à marier > http://bit.ly/92nble #lesevangelistes #socialmedia #marketing

  • http://twitter.com/ericbuchegger/status/17336248440 Eric Buchegger

    Good read. RT @AmberCadabra: RT @jaybaer: How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI

  • http://www.3hatscommunications.com davinabrewer

    Jay, thanks for the worksheet, great tool. Like Kat and Eric, I see this working with editorial calendars and the ad creative briefs. It's the value and ROI that the client needs to see, how strategic planning at this level helps them produce content that will get results, and avoid what won't (and wasting their investments). Like you said, crap is crap so Ian is right on the money that an approach like this will help ferret out the bad ideas, bring the good ones to the forefront.

    One thing I might add to the document is the what next, after what do we want them to do, what's the follow up process? If the content gets plenty of comments (good/bad), you need a response plan (the oft mentioned engagement). If the content generates little/no reaction, reevaluate these answers and see if and where we misjudged our audience, keywords, content, etc. It's not shotgun marketing or bullets in the air, not “set it and forget it” .. gotta follow up to capitalize on what's working, identify and correct what's not. FWIW.

  • http://twitter.com/blurmarketing/status/17338872215 blur Marketing

    Why You Should Use a Content Rationale Report http://ow.ly/24G0T

  • http://twitter.com/blurmarketing/status/17338872215 blur Marketing

    Why You Should Use a Content Rationale Report http://ow.ly/24G0T

  • http://twitter.com/blurmarketing/status/17338872215 blur Marketing

    Why You Should Use a Content Rationale Report http://ow.ly/24G0T

  • http://twitter.com/blurmarketing/status/17338872215 blur Marketing

    Why You Should Use a Content Rationale Report http://ow.ly/24G0T

  • http://twitter.com/jakejordan/status/17342902819 jakejordan

    What is the rationale behind your content? RT @jaybaer http://ow.ly/1qERSW

  • http://twitter.com/intersection1/status/17345107335 Mark Smiciklas

    Content Marketing: Why You Should Use a Content Rationale Report – Convince & Convert http://ow.ly/24v3C

  • http://twitter.com/devseo/status/17345202166 Alex Hall

    http://is.gd/d8Xck – Awesome Why You Should Use a Content Rationale Report

  • http://twitter.com/3hatscomm/status/17348386039 Davina Brewer @3hats

    "Crap is still crap." Content planning with worksheet from @jaybaer http://bit.ly/b3qYYK (via @elizabethsosnow)

  • http://twitter.com/mcort/status/17350489727 Michelle Corteggiano

    Why You Should Use a Content Rationale Report http://bit.ly/a5izxO #SocialMedia

  • http://twitter.com/atimarketing/status/17359680624 ATI Attraction Mktg

    Why You Should Use a Content Rationale Report http://bit.ly/a5izxO #SocialMedia

  • http://twitter.com/alwayzthinking/status/17362484485 b

    before you spend time on #socialMedia, think it through. via @jaybaer "Why You Should Use a Content Rationale Report" http://bit.ly/9xdNA0

  • http://twitter.com/megwildrick/status/17377083707 megwildrick

    Good reminder by Jason Baer that content-for-content's-sake doesn't achieve much. Always ask "why?" http://tinyurl.com/2cjpu7d

  • ChrisiWest

    This is really helpful- I think this can be reformatted and reworked a little to act as a web page content worksheet, too. A little more streamlined, but I think that no matter how much content you build a day, it's always good to have the content providers think about who their audience is and how it should be promoted! (Where on the site, other venues, etc.)

    Thank you!

  • http://twitter.com/sweta_s_patel/status/17469443900 Sweta Patel

    How to Add Strategic Thinking to Your Content Creation. http://bit.ly/cxURhI #socialmedia #strategy

  • http://twitter.com/tcmeister/status/17494208180 Tony Meister

    Excellent formula for purpose-driven content from @jaybaer – http://ow.ly/25yaB

  • http://twitter.com/verbiumstudios/status/17497388432 William Simmons

    Good starter Q&A for content strategy: http://bit.ly/9xdNA0

  • http://twitter.com/verbiumstudios/status/17497388432 William Simmons

    Good starter Q&A for content strategy: http://bit.ly/9xdNA0

  • http://twitter.com/novusj/status/17508259646 Jackie Dunbar

    RT @JasonFalls Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer… http://ar.gy/iR

  • http://twitter.com/novusj/status/17508259646 Jackie Dunbar

    RT @JasonFalls Awesome content strategy thoughts (plus a useful worksheet) from @jaybaer… http://ar.gy/iR

  • http://twitter.com/smartbrand/status/17578163446 SmartBrand

    Like a creative brief for an ad agency, a content rationale report can serve a very useful purpose in your social… http://fb.me/CBGgOmCH

  • http://twitter.com/allybaby3/status/17596408762 Ally

    Why You Should Use a Content Rationale Report http://ow.ly/26iPl

  • http://twitter.com/redactedtv/status/17601488144 {redactedmedia}

    #mktg Why You Should Use a Content Rationale Report – Little is the new big. On today's Web, buying decisions are in… http://ht.ly/17YK1F

  • http://twitter.com/webstratagem/status/17601488868 Patrick Calero

    #mktg Why You Should Use a Content Rationale Report – Little is the new big. On today's Web, buying decisions are in… http://ht.ly/17YK1E

  • http://twitter.com/rinforsideweb/status/17655524725 Rinforside web

    Why You Should Use a Content Rationale Report #socialmedia http://bit.ly/cxURhI

  • http://twitter.com/martinwaxman/status/17755594431 Martin Waxman

    Don't just produce content willy nilly-you need a strategy RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/martinwaxman/status/17755594431 Martin Waxman

    Don't just produce content willy nilly-you need a strategy RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/addowayfan/status/17755942987 AddowayFan

    RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/keewood/status/17789943141 Kevin Wood

    RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/keewood/status/17789943141 Kevin Wood

    RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/zlinemedia/status/17789943762 zline media group

    RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/chrisbaggott/status/17868675737 chrisbaggott

    RT @jaybaer: Why You Should Use a Content Rationale Report http://bit.ly/cxURhI #compendium

  • http://twitter.com/johndpatten/status/17874500178 John Patten

    Good strategy for creating content: http://ow.ly/26PTc

  • http://twitter.com/amberliedenny/status/17887993265 Amberlie Denny

    Developing great content – a Content Rationale Worksheet from @jaybaer http://ow.ly/27cvk

  • http://twitter.com/marqui_cms/status/17887993044 Marqui Solutions

    Developing great content – a Content Rationale Worksheet from @jaybaer http://ow.ly/27cvP

  • http://twitter.com/marqui_cms/status/17887993044 Marqui Solutions

    Developing great content – a Content Rationale Worksheet from @jaybaer http://ow.ly/27cvP

  • http://twitter.com/lorirtaylor/status/17913073802 Lori Taylor

    Why You Should Use a Content Rationale Report http://is.gd/di6Eg

  • http://twitter.com/carmenhill/status/17913878697 Carmen Hill

    "Content without strategy is a colossal waste of time and money." – @jaybaer http://bit.ly/aQow1T

  • http://twitter.com/soundscrapper/status/17915924285 CoupleNames Cruzat

    RT @carmenhill: "Content without strategy is a colossal waste of time and money." – @jaybaer http://bit.ly/aQow1T

  • http://twitter.com/bb42/status/17936513309 Bill Barnett

    "Content without strategy is a colossal waste of time and money." good ideas in this short piece http://bit.ly/agQq33 /via @loritaylor #fb

  • http://twitter.com/rssirteubal/status/17974059958 Ignacio

    Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting – Convince… http://bit.ly/byVDDz

  • http://twitter.com/baldovski/status/18001944815 Michael Baldovski

    RT @jaybaer: Why You Should Use a Content Rationale Report http://om.ly/nUhm

  • http://twitter.com/socialcapitalma/status/18371830976 Social Capital

    Why You Should Use A #Content Rationale Report. http://ow.ly/29Wtg #search #online #marketing

  • http://twitter.com/__fury/status/18392392438 fury

    Facebook : Why You Should Use a Content Rationale Report | Blogging and Content Creation | Social Media Consulting… http://bit.ly/9zvIBL

  • http://twitter.com/convergentworld/status/18907181385 Peg Mulligan’s Blog

    How to Add Strategic Thinking to Your Content Creation. (by @jaybaer) http://bit.ly/cxURhI (via @jkristufek) #contentstrategy

  • http://twitter.com/elonaltar/status/19340638722 Elon

    Why You Should Use a Content Rationale Report: http://ow.ly/2eOBp

  • http://twitter.com/wittlake/status/19589308853 Eric Wittlake

    A great (older) post from @jaybaer. A simple rational and brief for every piece of content http://j.mp/dpwpwD

  • http://twitter.com/carmenhill/status/19590836595 Carmen Hill

    RT @wittlake: A great (older) post from @jaybaer. A simple rational and brief for every piece of content http://j.mp/dpwpwD

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.

  • juandecop