How does an institution imbued with history and tradition — yet also a continual source of innovation and advancement — connect with a generational group known for being wary of all standard marketing and communication practices? That was the challenge put before the Internet Strategy team as they began looking for better ways to digitally(...)
web content strategy
If you build it, they will come. Right?
Posted by | Content Strategy, Search Engine Optimization (SEO), Web StrategyWrong! Today, Google indexes over 30 trillion unique individual web pages. That makes the new web page you just launched one in 30 trillion. When it comes to page ranking at the top of Google searches, you have better odds of winning the lottery. Hopkinsmedicine.org is one of the most visited hospital or academic medical(...)
Of Coral Reefs and Curatorship
Posted by | Content Strategy, Search Engine Optimization (SEO)A former colleague once diagnosed the site of the company we both worked for as suffering from the “coral reef effect.” Articles kept building up, layer upon layer, with a thin layer of new material and a deep, almost unused archived content. Some of that content was strong and still relevant, but the good stuff(...)
Riding the Elevator with Your Visitors
Posted by | Content StrategySomewhere along the way in your professional development someone has probably suggested the value of an elevator pitch to accomplishing your goals. The idea is that you should be able to explain what you or your company do, and your passion for doing it, to someone you just met in the amount of time it(...)