Tag Archives: customer

Architecting value

A month ago, I got a new job title: Information Architect. I maintain my company’s content infrastructure, training and supporting a writing team that has, through mergers and acquisitions, tripled in size over the last 18 months. I also look to the future, defining strategic goals and figuring out how to achieve them.

In describing my new beat, I told the writing team that I have two priorities:

  • Help the team do their jobs as effectively as possible — by listening to them, by training them in both tools and concepts, and by fixing problems
  • Position our documentation products to provide value to the company and its customers

crane with architectural plansWhat does that look like in real life? Well, the first priority is pretty much what you’d expect. If I’m listening to the team, I know where they need training and guidance. And I try to be responsive when someone has a problem. (I also rely on a couple of colleagues who can also step in and troubleshoot when needed.)

The second priority, for me, is the crux of my job. But, paradoxically, it’s a lot harder to envision. Continue reading

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Email marketing: I was a dreamer

This week in his Power of Connection chat (#PoCchat), on the topic of email marketing, Bobby Umar asked this question: How did you feel when you sent your first e-mail newsletter or announcement?

Old letters and postcards

My first email newsletter didn’t exactly look like this – but it was a long time ago.

How did I feel? Wow! My mind flashed back to the late 1990s and the moment I hit Send on my first email newsletter. I remember feeling this insane hope that my newsletter would be different. That I’d succeed where all those around me were failing. That my recipients would read my newsletter because somehow, magically, they’d recognize that it was a cut above all the others.

You might say I was a dreamer. And undoubtedly I was. But I wasn’t the only one.

Bobby’s question also brought me up short as I recollected how little I knew about content marketing at that time. I didn’t fully understand that my content needed to focus on the reader and not on my products and services. I didn’t understand the importance of developing relationships with my readers before I started lobbing content at them.

It all seems second nature to me now. But, looking back, I can see that I had the keys to this marvelous marketing machine — with barely a clue as to how to run it.

It occurs to me that there are people like that today. In fact, judging from the contents of my inbox, there are a lot of people like that.

So, for their benefit, here are four basics for email marketing: Continue reading