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Category Archives: Web Writing and Editing

What’s the best way to repurpose content?

By | February 5, 2019 |

Refresh. Redirect. Repurpose. If you haven’t done a content audit of your publicly facing website content in the last 12 months, you are due. It’s the number one way to discover lots of ways to repurpose content, and repurposing is the number one way to cut back on content creation costs while optimizing your site for visitors and SEO. Here’s how to get started repurposing content: Start with a content inventory. An inventory simply lists and makes you aware of all the content that you have available for people to find. Here’s one way to check: type “site:www.yoursite.com” without the…

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How do we create a useful white paper?

By | January 29, 2019 |

I’ve been getting a LOT of questions about whitepapers lately. What’s the purpose of a white paper? How long should it be? Do you have a white paper template? How much technical detail do we include in a white paper? Want a White Paper? Ask These 6 Questions First The answers, of course, lie in what your expected results of creating a white paper are. Let’s start there. Before you start writing, have all stakeholders answer these questions: Who should read the white paper? Will they read it? How are you hoping to be perceived after they read it? What…

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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’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 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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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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