Category content strategy

Data-Driven Content Strategy: Everybody’s Doing It, You Should Too

Dan Ariely, a professor of psychology at Duke, recently tweeted: “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” I think that sums up why data should be a part of your content strategy. I wrote a post for TriUXPA on how to use data in […]

Get Your Hands Dirty: Create a Content Inventory

The content inventory is the unsung hero of content strategy – it’s an invaluable tool for content planning, but few people want to hike that deep into forest. It can get scary out there. I’ll admit it: creating a content inventory is monotonous work. But the value of the task makes it worthwhile. Just make […]

Content Requirements: The First Deliverable

If you want a successful content project, start with step one. Before the content launches, before the writing begins — before anything, really — start with content requirements. Content requirements can be simple. Sometimes called a content brief, the document’s goal is to get everyone on the same page before we delve too far into […]

Krug’s Trunk Test and Content: Where Am I?

In Don’t Make Me Think, an excellent book on usability basics, Steve Krug talks about a trunk test. The gist: if you were stuffed in the trunk of a car, moved to a location, and then let out of the trunk, could you figure out where you are? The idea in relation to Web usability […]

The Value of Boring: Templated Content

I am attracted to the new, the exciting, the different. I assume you are, too. As a writer, writing the same old thing 50 different ways is not new or exciting. In fact, that’s writing at its most boring. But, in a lot of instances, readers find it more valuable than unique content. Templated content […]

The Evil Phrase: Click Here

All writers have a grammar pet peeve list — phrases and writing errors that really get under our skin. It’s/its. Their/there. But I think there’s a whole other list of web writing pet peeves, and one sits at the very top: click here. Click here, when used as link text, is completely redundant. Strunk and […]

My Writing Process: Cook Until Done

When the time comes to write an article, web copy, or any piece, I always know exactly where to start. At the beginning. Or at the end. Sometimes in the middle. I realized a few years ago that I don’t think I’ve ever approached two pieces in the exact same way and had it work […]