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How do we get people to believe in our brand story?

By | February 9, 2015 |

Have you ever been caught up in a really good story, but then realize it’s got a lot of plot holes? Or on the flip side, have you ever read, listened to, or watched a really good story, and you really want to remember it, but you’re just having a hard time paying any attention?

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What’s the secret to keeping creatives productive?

By | January 5, 2015 |

You’re flying down a hill on your bicycle in high gear, the wind in your face, and you see a left turn up ahead, and you know there’s an uphill climb just beyond the turn, and you make the turn fast and steady, then downshift to keep up the momentum and speed … but then it happens.

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2015 Content Strategy Conferences: Which events are best?

By | December 10, 2014 |

Last updated September 30, 2015 With a new year, it’s time to get new ideas for content strategy! Go forth and gather them from the following popular 2015 content strategy conferences and others — like marketing, mobile, website, and design conferences — that content strategists should go to, you know, to be well-rounded.

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How do I keep internal content from competing?

By | November 13, 2014 |

It’s possible — very likely in fact — that the content you are responsible for relies on the content that other people are responsible for (and visa versa). Especially if you are a large organization. But what happens when their content doesn’t have the quality, tone, or detail that you need?

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Do content strategy best practices fail?

By | September 8, 2014 |

Forget What You Think You Know After working with so many companies on content and content strategy over the last 10 years, patterns emerge. This has given me some confidence. Some structure. And many content strategy best practices. Every once in a while, though, best practices slap back.

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Does content strategy influence sales strategy?

By | May 14, 2014 |

I met with a new client to talk specifically about core messaging priorities and how they align with the business’ and customers’ needs. But we went on a bit of a birdwalk, and before I knew it, we were in the realm of the sales funnel and sales strategy.

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Can we start writing before the content strategy is complete?

By | March 13, 2014 |

Dear Client, You are awesome. Your deadlines are insane, and truly impossible to pull off with any sense of confidence. And yet still, awesome. You do know that one thing simply must come before the other, even with a team of five writers and editors and proofreaders, right? How can we write before the strategy is complete? How can one proofread — let alone ensure alignment with strategy — before the content is created?

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What are the most popular 2013 content strategy questions?

By | January 2, 2014 |

Out of curiosity, I checked Pybop’s analytics to see what was on everyone’s mind in 2013. Here are the top three most popular Pybop questions — a surprise to me! Writing Video Content: Strategy Makes It Easier Your Brand Story: Write the Last Line First How to Best Deliver Bad News by Email All three of the articles above were selected for the Content Marketing Institute’s Best-of-2013 series, and are being republished this month! These Pybop posts continue to be popular year after year: Books for Content

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How do you create USEFUL user personas?

By | December 3, 2013 |

Answer updated March 7, 2016 Creating in-depth user personas that truly represent your target audience is a science. It can take a lot of research, time, and sometimes tens of thousands of dollars. But everyone needs to start somewhere, right? Here’s a quick and dirty creative approach: First: What Is a User Persona? How Do You Create a User Persona? How Do You Make User Personas Useful?

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