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Category Archives: Web Writing and Editing

How do we create an SEO-first content strategy?

By | May 15, 2017 |

How do you go about creating an SEO-first content strategy? Short answer: don’t. What’s Wrong with an SEO-First Content Strategy Approach? 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. We consider SEO, but not as a directive approach. Our projects are what we call “audience-first” content strategies. In other words, we’re asking, Who’s going to use this content? Who needs to see it? Who needs to be impressed? Understanding the audience and…

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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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What are the benefits of a content audit?

By | January 25, 2016 |

“The more content the better, right? So why bother doing a content audit? And why do you recommend doing one every six months to a year?” Great question. A content audit (also frequently called a content inventory) is like opening up the hood of your car and realizing that your engine has been taken over by squirrels. Okay, not exactly like that. But the content audit is certainly revealing and often surprising to clients. Here’s what I discovered in the last few website content audits I’ve completed:

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What if our content gets copied … and we’re flattered?

By | January 22, 2016 |

It’s never okay to copy someone else’s content  … or to be copied … without permission, even if the source is credited. I do, however, understand the feelings of flattery when your content gets copied. Especially when it’s copied by a bigger or more popular source than yours, and you’d like a relationship with them. But before you let it slide, please understand copying is  copyright infringement. Also, repetitive content on the web can hurt your SEO. What’s more, with copied content, true attribution becomes fuzzy, so even though it has a credit, it may be missed. Here’s how to…

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Can we create great content without time or resources?

By | January 19, 2016 |

Not creating content isn’t saving you time and money. It’s costing you. You know that not getting your voice and story out there is slowing you down … even holding you back … from reaching your business goals. But how do you fit it in? Here are a few content strategy ideas to help you get on a consistent schedule of showing off your expertise, inspiring brand loyalty, and keeping your audience close. Even if you’re short on time and resources.

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How do we diversify our content?

By | December 2, 2015 |

Using similar language and a strong consistent voice in your web content is great for branding. But talking about the same thing in the same way over and over can be a bore. And it can hurt your credibility, stickiness, and search results. So what do you do?

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Any tips on writing really effective lead gen emails?

By | September 29, 2015 |

Recently a software company asked me this question, and then proceeded to show me lots of emails that were not working. In quickly reviewing these emails, I noticed there was a lot going on. Lots of energy, lots of questions, lots of pictures, lots of things to do. If your lead generation (or targeted) emails aren’t working, here are a few things to try:

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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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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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