Articles

How to Map an Omnichannel Experience

As I prepare for the OmnichannelX Conference, I’m giving a lot of thought to how to map an omnichannel experience. Specifically, how do omnichannel experiences differ from just… experiences? For most people, mapping an experience means identifying a single channel, such as a website, and mapping out a person’s experience on that website. But most people…

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How to Request Copy Edits from Clients

About a month ago, I received a request from a client. They had just recently begun reviewing our copy, and they wanted some clarification on a few sources we used. Here’s the catch: we wrote the copy nearly three years ago. Copy edits from clients can come at any time, and in any form… unless…

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Motivational Design: Make the Easy Choices the Good Choices

At Mad*Pow’s recent Financial Experience Design conference, I overheard a speaker say “people make easy choices, but not always good choices – like eating a chocolate croissant at a conference instead of going out to find fruit and yogurt.” She was referencing the challenge in motivational design. It may sound insulting, but it’s also true. It’s…

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Content Strategy for Financial Literacy

Did you know only five US states require a personal finance class for high school graduation? I remember being in high school. I complained to my parents that I was expected to learn calculus, but no one had ever taught me to balance a checkbook*. My parents were expected to teach me, but their own…

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How to Design Low-Tech Content Personalization

Personalization. The very word strikes fear in the hearts of content strategy teams everywhere. Everyone wants it, but it seems like an awful lot of work. In a recent article on the Adobe blog by Senior & Strategic Editor Giselle Abramovich, she states: “Indeed, 67% of respondents said it’s important for brands to automatically adjust content…

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Do You Need a Website?

How important is your unique website to your content marketing efforts? It turns out, it may not be important at all. You may not need a website. And maybe it doesn’t matter if you have a unique URL! It’s a whole new world. Your URL, Your Site, Your Content When you think of your site…

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How to Reuse Content

Reduce, reuse, recycle. It’s not just a way to save the Earth. When you reuse content your content team becomes more efficient, more effective, and more budget-friendly. But reusing content is easier said than done. You need to create content that is focused and valuable. Then you need to find a way to make it…

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