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Category Archives: Web Writing and Editing

How do we make our brand’s personality more authentic?

By | May 8, 2013 |

When you’ve worked with the same brand for a while, it’s easy to get stuck in a rut, writing the same things the same way for all your messaging — whether it’s website content or marketing copy. Your brand has a personality, and as a personality, it should be alive and respond to different situations, places, and things. I know this is hard, especially for large brands with Compliance processes and strict brand style guides. But I’m not talking about changing the brand’s established voice, or expressing a message in a way that’s contrary to brand principles. I’m talking about…

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Web Content Worries: How do we know we got it right?

By | July 3, 2012 |

Have you noticed that, when it comes down to writing content for the web, business people get nervous? Website content — the foundational stuff — feels important, permanent, and definitive. Plus, it’s hard to write about something you’re so close to and know you’ve got it right. You may have talent on staff who are writing blog articles or articles for your website, writing emails, or even copywriters writing ad copy, but writing content for the website? That’s heavy. How to Write Web Content that Works First (yes, I sound like an old-school broken record), have a great content strategy…

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Help! I’m having trouble getting blog traction …

By | January 26, 2012 |

About That Blog You’re Planning … Yeah, that one. The one that seems difficult to get started. Let’s talk about that. But first, a story about tea. I recently had to give up caffeine. Not forever, I hope. But for now, I’ve switched from morning French Roast to tea. I know next to nothing about tea, except that I like black and green teas and both are caffeinated. I poked around at major tea company websites, Yogi Tea, Celestial Seasonings, The Republic of Tea, but I didn’t find much. What am I looking for? I guess I want to fall…

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How do we send a truly personal message to masses of people?

By | January 9, 2012 |

I’m getting ready to discuss content strategy for the communications of a CEO of a large organization. How will this strategy capture his personality, his voice, his mission? How will each person who receives the communication — thousands and thousands of individuals — feel like this is a personal letter and be compelled to respond?

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Content Strategy: Can we just make it up?

By | October 11, 2011 |

“Just make it up,” I advised a client — actually the whole project team — when they were stuck and debating on how to proceed with part of their campaign. Silence. Uh-oh. The looks I got, I might as well have said, “Just throw your money out the window.” I laughed, but I couldn’t back down, because I meant it. I plunged on, “That’s what I do.” No Bibliography Required This fear or resistance of invention — of making something up — is holding a lot of us back. It’s as if we’re looking for a book or resource or…

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Any ideas for sparking a fresher voice for our content?

By | June 29, 2011 |

We’ve reached altitude. I power up my laptop and review my notes. It’s time to build a personality, a voice and tone for my client’s new interactive health initiative. Voice is a key element to a content strategy, and one that usually comes easily to me. But not this time. I have to resort to … haiku?

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