C Resources

This appendix lists resources mentioned throughout the book as well as others that will help you make your content an advantage. I have included resources offered by Content Science, MailChimp, as well as by other companies and organizations I trust.

Technologies + Tools

Consider these technologies and tools for planning, creating, delivering, and evaluating your content. Whether you’re a small or medium business (SMB) or a large enterprise, there are tools ready to help. The landscape of technologies and tools does change, so do your own research to ensure you consider the latest options.

Content Management + Distribution

TOOL/TECHNOLOGY	DESCRIPTION	SMB?	ENTERPRISE?
Drupal	Drupal is an open-source content management platform powering millions of websites and applications.	X	X
Sitecore Web Experience Manager	Sitecore Web Experience Manager CMS is a comprehensive platform powering more than 32,000 websites.		X
Adobe Experience Manager	Adobe Experience Manager helps you create, manage, and optimize digital customer experiences across every channel, including web, mobile apps, digital forms, and communities.		X
Acquia	Acquia offers preconfigured, expertly curated versions of Drupal with one-click installers and packaged solutions.	X	X
Oracle WebCenter Content	Oracle WebCenter is a user engagement platform for social business, connecting people and information.		X
IBM Web Content Manager	IBM Web Content Manager accelerates digital content development and deployment across various web and mobile channels. This comprehensive web management system lets you create, manage, and publish content for different audiences.		X
Episerver CMS	Episerver CMS allows you to manage content seamlessly across screens and channels.	X	X
BloomReach Hippo CMS	BloomReach uses Big Data to capture online demand across channels with relevant user experiences.		X
WordPress	WordPress.org is a simple, easy to use web software you can use to create a beautiful website or blog.	X	X
Sitefinity	Sitefinity focuses on cross-device design, helping to ensure a consistent content experience regardless of user technology.	X	X
Contentstack	Contentstack accelerates and simplifies content management across digital channels, including web, mobile and Internet of Things (IoT).	X	X
Contentful	Contentful is a flexible content platform that helps editors to manage and developers to serve content into mobile or web applications.	X	X

Marketing Automation

TOOL/TECHNOLOGY	DESCRIPTION	SMB?	ENTERPRISE?
Act-On	The Act-On Integrated Marketing Platform provides a number of functions, from email marketing to on-site user tracking.	X	X
Salesforce Pardot	B2B marketing automation featuring lead scoring, nurturing, email marketing, and more.		X
HubSpot	HubSpot is an inbound marketing software that focuses on the transformation of marketing from outbound (cold calls, email spam, trade shows, TV ads, and so on) lead generation to inbound lead generation, enabling them to “get found” by more potential customers in the natural course of the way they shop and learn.	X	X
Pega Customer Engagement Suite	Pega helps optimize user engagements with end-to-end automation and real-time artificial intelligence (AI).		X
Marketo	Marketing automation software that helps marketing and sales professionals drive revenue and improve marketing accountability.	X	X
Oracle Eloqua	Oracle Eloqua enables marketers to plan and execute automated marketing campaigns while delivering a personalized customer experience for their prospects.		X
IBM Watson Campaign Automation	IBM Watson Campaign Automation is a digital marketing technology provider that unifies marketing automation, email, mobile, and social.		X
MailChimp	MailChimp helps you design and share campaigns across multiple email and ad channels, integrate with services you already use, and track your results.	X	X

Content Analytics and Intelligence

TOOL/TECHNOLOGY	DESCRIPTION	SMB?	ENTERPRISE?
Adobe Analytics	Adobe Analytics helps you create a holistic view of your business by turning customer interactions into actionable insights. With intuitive and interactive dashboards and reports, you can identify problems and opportunities.		X
Google Analytics	Google Analytics not only lets you measure sales and conversions, but also gives you insight into how visitors use your site, how they arrived on your site, and how you can keep them coming back.	X	X
ContentWRX	ContentWRX collects content analytics and customer feedback to offer insight into your content’s effectiveness.	X	X
Mention	Create alerts for your brand, your industry, your company, your name, or your competitors and be informed in real time about any mentions on the web and social web.	X	X
Meltwater	Manage and measure a data-driven PR program with hyper-targeted search, pitching, social media, and journalist relations features.		X
Cision	With Cision PR software, reach the right audiences and manage impact of coverage across traditional, digital, and social media.	X	X
ForeSee	ForeSee combines an integrated suite of CX applications to deliver voice of customer insights from your real web users.		X
Qualtrics Research Core	Qualtrics Research Core provides online surveys.		X
Medallia	Medallia’s feedback management products are built on technology that’s designed to capture users’ attention, make solutions clear, and motivate employees to act.		X

Content Planning and Creation

TOOL/TECHNOLOGY	DESCRIPTION	SMB?	ENTERPRISE?
GatherContent	GatherContent is an online platform designed to help teams easily organize, structure, and produce content.	X	X
NewsCred	NewsCred helps businesses to drive real revenue and engagement by delivering the content their audiences need, want, and share.	X	X
Percolate	Percolate provides a powerful, intuitive software platform to manage all your marketing in one place.		X
Kapost	Kapost manages every step of the content marketing process in a single platform.	X
Contently	Contently helps companies build loyal audiences by managing the workflow of premium content at scale.	X	X
Hootsuite	With Hootsuite, you can monitor keywords, manage multiple Twitter, Facebook, LinkedIn, Foursquare, Ping.fm, and WordPress profiles, schedule messages, and measure your success.	X	X
Zoho Social	Schedule unlimited posts, manage social networks, track conversations, and measure performance from a single dashboard.	X	X
Falcon.io	Falcon.io enables marketing teams working in HQ, local marketing groups or dealerships, and supporting agencies to collaborate to ensure a consistent brand presence across the different social media types.		X
Curata	Curata provides solutions for curating, planning, and measuring content’s impact.	X	X
ScribbleLive	From planning to delivering business results, ScribbleLive is an end-to-end engagement platform.	X	X
Hightail	Share files, collect feedback, and take your creative projects from concept to completion.	X	X
Trello	Trello is a collaboration tool that organizes your projects into cards and boards. In one glance, Trello tells you what’s being worked on, who’s working on it, and where something is in process.	X	X
Todoist	Todoist for Business helps you and your team stay focused, productive, and in sync by collecting all to-dos, dependencies, and delegations in one place.	X	X

Content Optimization

TOOL/TECHNOLOGY	DESCRIPTION	SMB?	ENTERPRISE?
Lucky Orange	Lucky Orange is a tool that lets you quickly see who is onsite and interact with them in many ways		X
Optimizely	The Unbounce feature allows you to build, publish, and A/B test your landing pages without your IT department.	X	X
Instapage	Instapage makes personalized content for teams and agencies by providing an end-to-end solution for quickly building, integrating, and optimizing landing pages.	X	X
VWO	VWO is an A/B testing tool. Tweak, optimize, and personalize your website and apps with minimal IT help.	X	X
Hotjar	All-in-one analytics and feedback.	X	X
Smartlook	Smartlook is a tool that records the screens of real users on your website.	X	X
Crazy Egg	Crazy Egg’s heat map and scroll map reports demonstrate how your visitors engage with your website.	X	X
Adobe Experience Manager Contentful ContentWRX MailChimp Pega Customer Engagement Suite	These tools offer a built-in optimization tool or feature set. See their descriptions under previous categories.

Training

Quality online and in-person training is available for a range of content roles and topics. Additionally, many tools and technologies noted in this appendix offer free or low-cost training about content issues.

Online

• Content Science Academy

• Google Analytics Academy

• Lynda.com (owned by LinkedIn)

• User Interface Engineering’s All You Can Learn Library

• The Team W (Susan Weinschenk) online courses

Events

• An Event Apart

• Confab Intensive

• Content Marketing Master Class by Content Marketing Institute

• UI Conferences by User Interface Engineering

Reading and Listening

These books, articles, podcasts, and more provide useful insight about a range of content issues. Many of the tools and technologies mentioned earlier in this appendix also offer blogs and free guides that are useful.

Analytics and Customer Research

• Don’t Make Me Think, by Steve Krug

• Data Science for Business, by Foster Provost and Tom Fawcett

• Predictive Analytics, by Eric Siegel

• Jobs to Be Done, by David Farber, Jessica Wattman, and Stephen Wunker

• 100 Things Every Designer Should Know About People, by Susan Weinschenk

• Articles under “Content Analysis” and “Content Intelligence” on Content Science Review

Content Planning and Creation

• Content Strategy Toolkit, by Meghan Casey

• Nicely Said, by Nicole Fenton and Kate Kiefer Lee

• Rules, by Ann Handley

• Conversation Design, by Erika Hall

• Storynomics, by Robert McGee and Tom Gerace

• Letting Go of the Words, by Ginny Redish

• Content Marketing Institute blog

Persuasion and Influence

• Pre-Suasion, by Robert Cialdini

• Influence, by Robert Cialdini

• Hooked, by Nir Eyal

• How to Get People to Do Stuff, by Susan Weinschenk

Culture (Organizational)

• Big Potential, by Shawn Achor

• Quiet, by Susan Cain

• Leaders Eat Last, by Simon Sinek

• Start with Why, by Simon Sinek

Automation and Systems

• Algorithms to Live By, by Brian Christian and Tom Griffiths

• Thinking in Systems: A Primer, by Donella Meadows

• The Fourth Age, by Byron Reese

• Intelligent Content, by Ann Rockley

• Thinking in Systems, by Steven Schuster

• Articles under “Automation” on McKinsey Insights

• Narrative Insights blog

• The Content Wrangler blog, books, and webinars

Strategy and Operations

• Playing to Win: How Strategy Really Works, by A. G. Lafley and Roger L. Martin

• Great by Choice, by Jim Collins and Morten T. Hansen

• The Founder’s Mentality, by Chris Zook and James Allen

• Articles and reports under “Content Strategy” and “Content Operations” on Content Science Review

• Articles under “Strategy” on McKinsey Insights

Decision Making, Performance, and Success

• The Happiness Advantage, by Shawn Achor

• Before Happiness, by Shawn Achor

• Barking Up the Wrong Tree, by Eric Barker

• Smarter Faster Better, by Charles Duhigg

• Mindset, by Carol Dweck

• Grit, by Angela Duckworth

• Thinking in Bets, by Annie Duke

• Happier (podcast), hosted by Gretchen Rubin

• The Four Tendencies, by Gretchen Rubin

• The Potential Principle, by Mark Sanborn