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All posts by Shelly Bowen

Where does content strategy fit in to a website design process?

By | June 22, 2017 |

When do you involve your content strategist when you’re working on a website design? At the beginning, middle, or end? Here’s a fairly common website design and redesign process, step by step, with a snapshot of your content strategist’s role along the way. The Website Redesign Process (and Your Content Strategist’s Role) 1. Vision and Direction Your content strategist should be part of your discussions about big business goals, audience needs, and detailed project objectives. Also, s/he should set up meetings with key stakeholders to create or review: Core messaging priorities (also called a hierarchy) Measurement markers Brand charter (often…

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What’s so wrong with FAQs? (And six ways to improve them)

By | June 19, 2017 |

Your website’s FAQ page is working hard to sabotage you. At some point during your content strategy and content writing process, you’ll end up with some loose ends; content that you don’t want to call too much attention to, but you don’t want to delete because it’s important stuff — these are FAQs. It happens to just about every content strategy project. But if you’re tempted to gather up all that miscellaneous and toss them onto an FAQ page, then bury the link in the footer and link to it “subtly” throughout the content as needed, please wait. This strategy…

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How frequently should we create and send content?

By | May 29, 2017 |

Let’s Talk About Content Strategy and Consistency I attended the Palm Springs Photo Festival recently, and the one message that hit home with me — other than being a photographer is a dang competitive and soul-slapping profession — is the need for consistency. Consistency is one of those nebulous things like relationships and collaboration that I talk about in content strategy’s Magic Layer. It’s hard to pin down, but without it, your brand and user experience would fall apart. Consistency can mean different things. Consistent Means Frequency Create consistent work, specifically personal work Consistently reach out to influencers, buyers, and…

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How do we create an SEO content strategy?

By | May 15, 2017 |

How do you go about creating an SEO-first content strategy? Hmm, let’s think about this one. Audience-First or SEO-First Content Strategy? We recently developed a content strategy proposal for a software company, and it included a basic level of SEO research, which we include whenever our client doesn’t have an SEO consultant or expert already on it. After all, knowing what people are searching for can help you shape and direct the content. But that’s only part of the puzzle. Our projects are what we call “audience-first” content strategies. In other words, we’re asking, Who’s going to use this content?…

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2017 content strategy conferences: which ones are best?

By | January 19, 2017 |

Which conferences are best for content strategists? The best content strategy conferences in 2017 will focus on the things you want to learn … and the people you want to meet. There are hands-on how-to conferences, marketing-focused conferences, inspirational and ideation conferences … the important thing is to get out there and see what people are thinking, creating, and sharing. And meet people. Lots of people. Here’s a selection of 2017 conferences that content strategists, content managers, and web writers might be interested in.

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Are content strategists responsible for content in motion? (Webinar)

By | January 12, 2017 |

Content in Motion Is Still Content, Right? Designers and developers have been playing with content in motion for years. User experience designers consider it an imperative tool. But content strategists? Largely, we’ve been paying attention only after it’s created and presented to us. When we see it in context, we can’t help but add our two cents.

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Why aren’t my leads converting? (Slides and podcast)

By | November 3, 2016 |

Nine Common Content Strategy Mistakes Why Aren’t My Leads Converting? 9 Common Mistakes from Shelly Bowen In the last eight years working with clients at Pybop, I’ve seen some trends. Especially with regard to converting leads to loyal … subscribers, buyers, patients, students or or whatever you’re helping your audience do. Flip through these slides or listen to this follow up podcast at the San Diego American Marketing Association.

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Email frequency: how often should we email leads?

By | June 28, 2016 |

Promise Value … Then Live Up to It. One of the best ways to collect quality email addresses from your target audience is to promise something of value. Then follow through on that value. But then … how frequently can you email them without them unsubscribing?

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