Ask a Content Strategist

Advertising is not evil, right? Internet advertising is just one way for companies to communicate with potential buyers. And we as consumers appreciate those ads that let us know about a cool product or service we might want. Hey cool, a new organic coffee shop in my neighborhood! An upcoming open house at my favorite art gallery. A new book by my favorite author… Oh, right … what about those other ads? The flashing ads. The dancing, sliding, morphing ads. The ads that

When you hire a good SEO expert (search engine optimization guru), she’ll have one big audacious goal: To bring your Web site as much organic traffic from search engines (like Yahoo and Google) as possible. In other words, to help people find you online on their own. A great SEO specialist will also have one eye on the type of traffic — people who actually need your product or service. Most SEO experts approach optimization in two ways: by adjusting the code of your

Which is more effective online: long or short copy? If you said short … you’re only half right. In reality, it depends. On everything really. Here’s a magic question: Where is your shopper in the buying process? At the very beginning? Then you might want to use short, scannable copy to quickly conveys the benefits of clicking to get more. Then again, I’ve also tested longer intro messages — such as personal letters or stories — that have been very effective. It’s not the