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Category Archives: User Experience

What are your mobile editing best practices?

By | April 12, 2018 |

I was recently invited to speak to some local San Diego writers and editors about mobile editing best practices. For the most part, mobile editing best practices are the same as web editing best practices. With just a few tweaks. Nine Mobile Editing and Writing Best Practices Here are 9 mobile editing best practices you need to consider when thinking about mobile content. Also check out the full presentation. All digital content should be mobile friendly. If you are a digital editor or writer, you are a mobile editor and writer too. Prioritize your core messages with key stakeholders. Create scannable,…

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What does an audience journey map entail?

By | April 4, 2018 |

Why Create an Audience Journey Map? An audience journey map — or user journey map or audience mapping — is the path your audience takes from becoming aware of your company and brand all the way through to becoming a loyal client or customer. The journey answers questions like: Where do they start? When and why do they take action? Benefits of User Journey Mapping Improved user experience Avoid missed opportunities Capture more hearts and minds (that is, email addresses) Discover content optimization and creation opportunities Place calls to action more appropriately Bring people back to your site and close…

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How is content strategy for health organizations different?

By | February 15, 2018 |

Pharmaceutical, medical device, healthcare systems … they are all designed to help people live better lives, while staying fiscally healthy themselves. Companies and their content professionals must strive to balance the needs of the patient with the needs of the organization in their health content strategy. The more patient-centric the organization’s mission, the easier the job. That said, content strategy for health and healthcare organizations isn’t that much different from other business-, consumer- or student-focused entities. The audience comes first. We all know it, yet rarely do we see it practiced in the wild. After supporting a variety of health-related…

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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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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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How do we create effective content for diverse audience types?

By | February 5, 2016 |

Do Multiple Audiences Mean Tripled Content Efforts? How can you have a consistent brand voice and story, but appeal to different types of audiences? How do you do it when you have limited time and resources? Once you complete your audience analysis and core messaging priorities, both integral parts of your content strategy, you may be asking yourself a questions like these, too. Here’s a place to start:

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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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