Blog
Copywriting tips: knowing your context, keeping it relevant
No matter how purposeful and neatly crafted your copy is — if it’s not actually aligned with and contributing to the big picture, it’s not adding any value. In other words, it’s fluff. And in a deafening online landscape, filled with mostly extraneous white noise…...
Copywriting tips: 3 elements of purposeful copy
If you publish content on the web in any kind of business or professional capacity, chances are you’re not just doing it for fun. Your copy is there to do a job. Good copy is purposeful. Well crafted copy has a power in it. Words, skillfully selected, can influence...
Writing for the web: 3 steps to creating user-led, search engine friendly copy
If you’re already good with words, writing for the web isn’t rocket science. But there’s a certain art and science to crafting copy for the web, which is distinct from what’s required for print. So, what exactly is writing “for the web”? Here’s my definition......
5 content strategy principles for our website
An actionable list of of principles to guide just about any content strategy for a website: 1. Do less For example: The Norwegian Cancer Society removed around 90% of its website content — to great effect on user experience and online conversions. Liverpool...
The building without an architect (or: the website without a content strategy)
When we jump into a task without thinking about what we're trying to accomplish, we can end up with solutions to the wrong problem. We can waste energy that would be better spent determining which direction to take. - Richard Rumelt, Good strategy/Bad strategy Good...
The four elements of valuable content
The only reason we publish content is to add value—to our goals and our audiences’ needs. Obvious point, but if our content doesn’t do both of those things: it is not valuable. Here’s an easy technique for getting a handle on the ways your content is (and is not)...