Clear Language Means Clear Understanding

As a content strategist, it’s easy to focus on clear language. But in my experience, the first step is understanding what you’re trying to say. A colleague recently asked me for help making a presentation clearer, before handing it off to a client. He sent me the paragraph of text he was struggling with. As…

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Plain Language during a Pandemic

What can a content strategist do during a pandemic? Help communicate important information using plain language. I’ve defined plain language before, and even presented on how healthcare writing can benefit from plain language. Now we put it into practice to help people. People need content strategy – they need plain language during a pandemic. Why…

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How SEO Taught Me to be a Better Writer

As an ex-SEO hater, it almost pains me to say this: SEO taught me to be a better writer. I didn’t think of it this way until I read a 2018 article by Jill Kurtz, called “Ditch Your SEO Baggage and Focus on What Matters.” Suddenly, as I read Jill’s perspective on SEO, I saw…

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Healthcare Emotions Don’t Ease with Knowledge

As a a healthcare writer I often tell people how complex healthcare emotions are. And I write about how friends and family members can help patients through the complexity. But this week I was that friend/family member, and my knowledge didn’t help. What do we tell people, and why isn’t it enough to manage the…

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10 Great Ways to Start a Presentation

When I saw the title “10 Terrible Ways to Start a Presentation” I was hooked. It’s a good headline. And when I read the article, it delivered. Those are, indeed, bad ways to start a presentation. But there were no suggestions of what to do. I realized what I really wanted: 10 great ways to…

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CEOs Don’t Care About Content

Hilary Marsh recently interviewed four CEOs to understand how they evaluate content strategy success. One of her final takeaways was this: Content is something all CEOs should care about. Hilary Marsh, How Does Your CEO Know Your Content Strategy Is Successful? While I agree with Hilary, I’m not optimistic about CEOs caring about content. CEOs…

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Will There Be a One-Stop Health Shop?

“Like Google” requests literally¬†every client. They want an experience that simple, that easy… and also that ubiquitous. Most organizations dream that people around the world will go directly to their website for every possible need. They want to provide “a one-stop shop consumer experience”. You know you’re nodding. It does sound simple. You too want…

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How to Create Personalization Business Rules

Lately I’ve been exploring what defines personalization, and how low-tech personalization can succeed (no machine learning required!). I’ve also learned a lot from my colleague Kevin Nichols. And I’ve realized something. All personalization requires a low-tech approach. All personalization has personalization business rules. Personalization business rules are the key to answering the question: what content…

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Three Steps to Create Personalized Dynamic Content

When terms like “dynamic content” and “personalization” become buzz words, content creators are left with a question: how do we actually create personalized dynamic content? Here are three steps you can take. Each step guarantees you’re building content for your target audience – and not just throwing money at a buzzword. Step One: Define Personalization…

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