Adventures in Content Strategy
"Either write something worth reading or do something worth writing." Benjamin Franklin
How do you create a trustworthy brand? As a content strategist predominantly in the healthcare space, this is something I’ve been exploring for years. It’s a constantly evolving answer. Or, as UX designers love to say (and clients hate to hear), “it depends.” But more and more often, I’m convinced that trustworthy experiences – and…
“Plain language” sounds simple. But as Thelonious Monk says, simple ain’t easy. When we write in plain language, that means writing in a way that makes information: clear and understandable, jargon free, a low cognitive load, easy to act on In essence, it’s what every content creator strives for. But why? Aside from sounding nice,…
It seems that everyone has a reason for why personas don’t work. For example, Intergage suggests many personas are outdated. Whereas InVision sees organizations using personas as an excuse not to speak to users. Nielsen Norman Group thinks teams create personas in silos and impose them on teams. And CMO says they’re not specific enough….
Accessibility for Content Strategists and Designers, by Janell Sims Accessibility is for everyone. People with physical, cognitive, or emotional disabilities, temporary (tendonitis!) or permanent, etc. Harvard has a new digital accessibility policy, and Janell is super excited. Why is Accessibility Critical? Morally, it’s the right thing to do. But also, you will get sued otherwise….
Speak Their Language, by Zara Fishkin With localized products, more people can access your services, and more people can use your services more effectively. Plus it contributes to revenue. On a human level… more people feel represented with localized products. Localization at Facebook Zara writes for the user interface. More than a billion people a…
WCAG 2.1 is a blessing for creating accessible experiences. Yet a lot of the guidelines seem focused on development. Sadly, this leads many designers and content strategists to assume that accessibility is a developer’s job – when in reality, everyone has a role to play. Accessible content and design are just as important as accessible…
At Mad*Pow’s Health Experience Design conference, Jenka Gurfinkel gave a Lunch and Learn on reclaiming technology as a means of health. In her talk, she revisited the topic of UX cruelty. This (typically inadvertent) practice results in millions of poor user experiences – all because the designers are more focused on “delight” than compassion. I’ve…
Voice UI is a hot topic, and one that brings with it a lot of assumptions. Much as Star Trek imagined the first iPad back in the late 1980s, films and television today suggest Voice UI could become a friend, personal assistant, and more. But in reality we’ve a ways to go. For starters, voice…
Beyond the Content Pillar: How to Convert Killer Content into Quality Leads, by Lori Uzzo and Melissa Pickle A content pillar is a large, meaty asset that can be repurposed in many ways – an ebook, a guide, a webinar. It takes a substantial commitment of content resources. But there are challenges. Challenge: Small Teams…
Mapping Marketing to Moments, by Andrew Hanelly Getting attention is hard. As a middle child, failed rockstar, wannabee writer, Andrew learned that. Earning attention is how you monetize a business. Attention is the currency of business. You need to earn it, keep it, and monetize it. How do you get attention? Plenty of marketers try…
