School of Content Blog

28 posts to read

What Should a Content Brief Contain? Example from a SaaS Business

Andreea Macoveiciuc

Written on 23rd December, 2020 |

7 min read

Areas to cover in a brief for your content writers, including what to look for when researching your audience.

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Competitor Content Analysis: A Practical Example

Andreea Macoveiciuc

Written on 6th November, 2020 |

5 min read

I will analyze the competitors of Poise, a platform that offers narration services to authors and content creators who want to have their written content repurposed into audio format.

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The 30-60-90 Day Content Strategy and Marketing Plan

Andreea Macoveiciuc

Written on 4th November, 2020 |

6 min read

If you've recently joined a new company as a content strategist, marketer or manager, and you've been asked to create a 30-60-90 day plan, this article is for you.

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How to Conduct User Research When Creating Your SaaS Content Strategy

Andreea Macoveiciuc

Written on 8th October, 2020 |

8 min read

In this article we'll detail user research methods such as interviews, surveys and micro-surveys, focus groups or social media research, along with the tools you can use.

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Content Marketing KPIs: What to Track and How to Measure Them

Andreea Macoveiciuc

Written on 28th August, 2020 |

5 min read

When you set content marketing KPIs, always start with your company’s business and marketing goals.

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How Much Does Content Strategy Cost?

Andreea Macoveiciuc

Written on 22nd August, 2020 |

8 min read

I'll detail the cost breakdown for developing a content strategy, to give you an idea of what you can expect when hiring someone for this purpose.

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Building a Scalable Content Strategy: A 5-Step Framework

Andreea Macoveiciuc

Written on 21st August, 2020 |

9 min read

Learn how to develop, implement, and scale up a global content strategy. We show you the step-by-step process, with templates included.

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Planning a Content Campaign: Segments, Channels, and Content Flow

Andreea Macoveiciuc

Written on 14th August, 2020 |

4 min read

Learn how to plan a content campaign, from audience research and distribution flows to KPIs and ROI calculation.

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The Role of Metadata in a Content Strategy

Andreea Macoveiciuc

Written on 10th July, 2020 |

5 min read

If you work for one of the few companies who actually have structured content in place, but you’re still not seeing its benefits, I can almost guess that you’re missing the last piece of the puzzle: the metadata model.

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Targeting and Segmentation in E-commerce: Offline vs. Online Shops

Andreea Macoveiciuc

Written on 2nd July, 2020 |

3 min read

Segmenting your customer base using demographic data such as their gender, age and income should never be the first criteria you use.

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From Content Chaos to Structured Content, with a Decoupled CMS

Andreea Macoveiciuc

Written on 5th June, 2020 |

6 min read

Create once, publish everywhere: the dream of every (content) marketer. This is possible with a headless or a decoupled CMS, where content is stored separately from logic and presentation layers.

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This Is How to Attract Leads From an Uneducated Audience

Andreea Macoveiciuc

Written on 5th June, 2020 |

3 min read

The key to generating leads from an uneducated market lies in shifting from building awareness to commercial intent queries.

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Your Content Is Not Your Product, It’s Your Sales Agent

Andreea Macoveiciuc

Written on 28th May, 2020 |

4 min read

The key to generating leads from an uneducated market lies in shifting from building awareness to commercial intent queries.

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Mapping Content to the User Journey: A Practical Example

Andreea Macoveiciuc

Written on 15th May, 2020 |

5 min read

In this article, we will look at the journey of a user who wants to make a career switch and to learn web development, but who can’t quit his current job.

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What Should Be Included in a Content Strategy Document

Andreea Macoveiciuc

Written on 12th May, 2020 |

5 min read

This article details the areas covered in a content strategy document and includes a content strategy template example.

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Making Strategic Decisions when Creating Content

Andreea Macoveiciuc

Written on 9th May, 2020 |

8 min read

The purpose of this article is to give you a better understanding of how to think when planning the types of content to create, by looking at what your customer is experiencing and mapping that to your business goals.

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When to Use Gated Content & When to Switch to Tripwire Offers

Andreea Macoveiciuc

Written on 26th April, 2020 |

3 min read

Gated content isn’t meant to sell products, it’s meant to get you leads. So if you want to get more out of your content, you should add a tripwire offer to the mix.

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How to Use Reverse Engineering for Focusing Your Keyword Research

Andreea Macoveiciuc

Written on 19th April, 2020 |

5 min read

If you always end up with huge lists of keywords and don’t know what to target next, try this approach.

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Managing the Content Lifecycle Across Teams: Workflows & Roles

Andreea Macoveiciuc

Written on 5th April, 2020 |

5 min read

To avoid internal misalignments and improve the efficiency of your content processes, you can distribute the ownership of the different content lifecycle stages across teams and roles.

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Content Personalization Prerequisites: The Content Model

Andreea Macoveiciuc

Written on 24th March, 2020 |

5 min read

You can’t have personalization without defining content types and the relationships between them.

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How to Do a Content Audit and Extract Actionable Insights

Andreea Macoveiciuc

Written on 22nd March, 2020 |

5 min read

At the end of this exercise, you should have a clear overview of what’s in your CMS, which pages need to be optimized, rewritten, or removed, and where your content gaps are.

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Content Marketing Learning Path & Resources

Andreea Macoveiciuc

Written on 12th March, 2020 |

5 min read

This article covers the main topics you should learn about if you want to improve your content marketing skills. The learning path is based on the T-shaped marketer model so it looks at both horizontal, broad topics and vertical ones.

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How to Interview Stakeholders When Developing a Content Strategy

Andreea Macoveiciuc

Written on 7th March, 2020 |

6 min read

Interview your stakeholders in the beginning of a content project to get the full picture, narrow down the scope, set goals and manage expectations.

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Content Governance Models for Global Marketing Teams

Andreea Macoveiciuc

Written on 17th February, 2020 |

7 min read

Choosing the content governance model is the first step in developing a global content strategy.

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How to Develop a Content Roadmap That Supports Your Goals

Andreea Macoveiciuc

Written on 2nd February, 2020 |

5 min read

How can you prevent the content chaos and keep your focus and sense of purpose, while satisfying your stakeholders’ expectations? By developing a yearly content roadmap that’s aligned to the general business objectives.

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The Process I Use When Optimizing New vs. Existing Content

Andreea Macoveiciuc

Written on 1st February, 2020 |

9 min read

This article is destined for content writers/marketers and SEO specialists who are looking to understand the thinking process and strategy behind optimizing content.

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Content Migration Framework

Andreea Macoveiciuc

Written on 1st February, 2020 |

4 min read

I’ll detail the steps and explain why you need to prepare so many things before migrating the content, instead of just starting the copy-paste work.

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Introducing the ACRE Content Marketing Framework

Andreea Macoveiciuc

Written on 11th May, 2017 |

5 min read

The acronym comes from Audit — Consolidate (or optimize) — Repurpose (or curate). The reasoning behind this content marketing strategy is that less content, but properly optimized, is better than more content of mediocre quality.

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