Summary: The article explains how to use two frameworks — device and person — for refining CDP (customer data platform) use cases. It applies these frameworks to personalization. Under the device framework, personalization involves responsive design, contextual links, and location-based changes. The person framework focuses on individual profiles, devices, identifiers, and personas, emphasizing the need…
Summary: The article delves into deterministic and probabilistic matching in CDPs (customer data platforms). Deterministic matching seeks exact attribute matches like email addresses, while probabilistic uses statistical algorithms for likely matches. It notes deterministic isn’t always accurate and suggests a confidence-based approach tailored to use cases. It underscores the need for caution in merging profiles…
Summary: Norwegian company Schibsted embraced text-to-speech technology to enhance audience engagement. Focused on riding the podcast popularity wave, they leverage “Beyond Words” to convert text into audio instantly, catering to changing article versions and potentially cloning the voices of popular podcast stars. Serving the audio from their own site allows them better data insights and…
Summary: “Yes” represents the allure of possibility and affirmation, while “no” signifies discipline, focus, and resource control. “Yes” is alluring, but can lead to illusions. “No” is a tool for maintaining focus, setting boundaries, and adhering to principles. “Yes, and” is a good tool for creativity, and “no, but” is suggested as a way to…
Roger Overall, a content maker and consultant in Ireland, asked for a copy of The Krehbiel Letter, which is my 4-page, printed newsletter. I mailed him a copy. I had no idea what I was in for. Roger posted on LinkedIn 7 days of careful analysis of the letter. He looked at it methodically, going…
Summary: The article discusses the evolving role of large language models (LLMs) in answering questions and the potential threat they pose to content creators. It advises four steps for content creators to protect their intellectual property from being used to train LLMs by modifying robots.txt files, blocking server access, updating terms and conditions, and training…
Summary: The article discusses the importance of questioning assumptions about data to ensure accurate interpretation. A conversation with data expert Michelle Drewek highlights key observations. Firstly, the shift from “average time on page” to “average session duration” led to better content decisions. Secondly, eliminating anomalies from page views and considering context aids accurate analysis. Lastly,…
Summary: The media industry’s focus on expanding reach at the cost of sales is critiqued. Fortune’s Chief Customer Officer, Selma Stern, highlights the misalignment of incentives leading to acquiring new customers at low prices. Such an approach dilutes subscriber quality and decreases advertiser interest. Balancing reach with quality content for niche audiences is emphasized for…
Summary: The article discusses the rise and fall of the social media platform Threads, launched by Meta, and its struggle to maintain early momentum. Threads initially gained popularity due to its Instagram connection but faced issues with unimpressive features, leading to user disengagement. The piece reflects on the viability of the Minimum Viable Product concept…
Peter Houston’s article, “Nine things we learned making an indie print magazine,” explores lessons from creating The Grub Street Journal, a B2B magazine. It emphasizes prioritizing enjoyment over profits, the unique considerations of print layout, the importance of covers, and embracing both print and digital aspects. The article stresses community, navigating challenges in distribution and…
General lessons about content marketing How to come up with material Always be listening. I have a good priest friend who says “when the student is ready, the teacher will appear.” I understand that to mean that there’s teaching going on all the time, all around us. We just have to have our ears tuned…
Even in the midst of constant change, there are enduring principles publishers need to stick with. A subscriber to The Krehbiel Letter told me that one thing he gets from my content is an emphasis on what stays the same during a time of radical transformation. He works in change management, and that’s one of…
“Gamification” is a decent tactic, but it fails to meet customer objectives in both customer engagement and customer success. Companies need to emphasize their customers’ priorities and real needs. This article illustrates the problem using the example of a Grammarly email. I appreciate the Grammarly plugin. I’m a decent writer, but everybody can use a…
Summary: La langue francaise boosted its registered users by 450% using a strategy inspired by The New York Times and Semafor involving e-newsletters and a dynamic paywall. Their experience raises the question whether email might become the dominant form of content delivery for publishers. I was reading an article about how La langue francaise increased…
Summary: Buzzwords are both annoying and necessary, often used to sound knowledgeable without conveying meaning. However, they reflect current trends and ideas. When you can, replace a buzzword with something else. When the buzzword fits, back it with data and examples. Think of buzzwords as symbolic, encapsulating larger meanings. Critique (and limit) their use, but…