In Letting Go of the Words, Ginny Redish writes:
For successful conversations, you must develop design and content together. Waiting until the end and just pouring content intoa design that was created without real content is a recipe for disaster.
In Agile Is Dead (Long Live Agility), Dave Thomas writes lucidly:
Back to the Basics
Here is how to do something in an agile fashion:What to do:
- Find out where you are
- Take a small step towards your goal
- Adjust your understanding based on what you learned
- Repeat
How to do it:
When faced with two of more alternatives that deliver roughly the same value, take the path that makes future change easier.
And that’s it. Those four lines and one practice encompass everything there is to know about effective software development. Of course, this involves a fair amount of thinking, and the basic loop is nested fractally inside itself many times as you focus on everything from variable naming to long-term delivery, but anyone who comes up with something bigger or more complex is just trying to sell you something.
I started paying attention to Atlassian when I first used their Confluence wiki software. In its day, it was a brilliant tool. As a company, they’ve done a lot of things right: Their documentation was superb (thanks in no small part to fellow HP telecomm alum, Sarah Maddox). And their marketing was…well…inspired. Their company culture? Exceedingly open and inviting.
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The four choices we have as content marketers, from Joe Pulizzi’s Epic Content Marketing:
You have four choices:
- You can inform and help your customers live better lives, find better jobs, or be more successful in the jobs they have now.
- You can choose to entertain and begin to build an emotional connection with your customers.
- You can choose to develop lackluster content that doesn’t move the needle.
- You can choose to spend money on traditional marketing, such as paid advertising, traditional direct mail, and public relations.
From Shannon Stiller at Distilled:
It’s important to start measuring traffic and revenue/conversions by search referrals to URLs instead of just keywords (since those are quickly becoming dinosaurs) (source)
