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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How Do You Create a Trustworthy Brand?

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…

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How to Write in Plain Language

“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,…

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10 Ways to Create Accessible Content and Design

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…

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How to Prevent UX Cruelty

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…

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How to Create a Human Voice UI

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…

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