Content templates help both designers and content creators determine the limitations of the design when it comes to building content within a format. Hallmarks of content templates include: character counts, guidance on meta data and direction on how to write. But sometimes they fail. Here’s why.
When I first started working as a web writer (10 years ago!), many clients would ask me to charge them by the web page. That made sense to me at first, too. But I soon learned it didn’t work. I quickly realized it was a waste of money — both for my clients and for me. Find out why.
The day was October 23, 2001. Steve Jobs was wearing his famous black turtleneck and a pair of blue jeans. As he paced across the stage, he talked about the popularity of music and how Apple was going to be the leader in the digital music revolution. Then Jobs introduced the iPod’s features and explained … Read More >
Much has been written about what makes content good. But, what if there were a way to recognize the hallmarks of bad content, so you could plan for better content? Besides the obvious, like high bounce rates and lack of conversions on the page, how can you tell when you really need a heavy-duty rewrite … Read More >
Did you know we use five different coping strategies to scan a web page? It’s just a simple fact of neuroscience: The human eye is built for scanning on digital screens. But you need your customers to read. You want to build web pages that encourage scanning, but also invite them to commit to reading. There … Read More >
As a marketer, it would seem that syndicated content makes your life easier. It’s content already written, presumably for your audience, and probably drives search traffic to your website. But, if the main thrust of your content strategy is using syndicated content on your website, you’re in trouble. And that’s not just my opinion: 69 … Read More >
Now is a good time of year to talk about how you treat your audience. Are you thankful for them? Do you make your readers feel your concern and understanding of their unique pain points? Is your content warm and inviting, demonstrating that gratitude? Today, we’re going to share one trick that will help you … Read More >
I know one of the most pressing issues on your mind is how your customers find your content. That’s because we field hundreds of questions every year about strategic SEO and writing for organic search. But… are you also thinking about what happens when users start engaging with your pages? If people find your content, … Read More >
Recently someone asked us, “If you’re just the copywriters, then why do you need to understand the information architecture?” Whoops. That person just revealed that he doesn’t know much about writing for the web. But you do. So below, I’m going to explain why information architecture (or IA) is so important for providing amazing, convincing … Read More >
We know how hard it is to create great content. We’ve worked through every imaginable obstacle during the past eight years (almost nine, partay!) to create a content process that produces enviable, imaginative and “juicy” content to engage your audience. Want your customers to thank you for your content? We know how. So, what’s our … Read More >