My Fight with Yoast: a Microcopy Example

Yoast and I are in a fight. It began this morning, when I began using the Yoast SEO plugin in WordPress for a new client’s site. Our conversation went something like this: Me: Hi Yoast! Yoast: Hi! You should add a focus keyword for this page. Me: Great idea. I’ll add the keyword I think…

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How to Make Content Strategy Conferences Worth Your While

While there are more and more UX and content strategy courses available, there are few better ways to learn about specific topics and improve skills than attending conferences. But conferences take time to attend, and for many people conferences are overwhelming, overstimulating, and not worth the time and money. How can you make sure your next conference…

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How to Ask Questions

One of the hardest things to teach in a consulting space is how to ask questions. Yet our work as content strategists requires it. We need to get our clients, our users, and others talking in order to learn about them. We need them to tell us their hopes, dreams, goals, struggles, the words they…

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SEO + Content Strategy = SEO Strategy

I’m sick of fighting with SEO experts. Not because I dislike them, or because I think they’re wrong or they’re stupid. I’m sick of fighting because I know we need an SEO strategy. Every SEO expert I’ve ever met has known more about what Google will respond to than I do. They know more about…

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How to Create Content Audit IDs

Generations* of content strategists have developed methodologies for creating content audits. Most use Google Sheets or Excel. Both programs allow you to sort and filter pages, which is particularly valuable for complex sites. The only problem is the audit ID. But I may have a solution. Read on to see how to create content audit…

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How to Workshop Domain Mapping

“Future-friendly content design starts from sharing a common language with the users we are designing for and the wider team we design with. The space and context we are designing for has inherent terms, relationships, and rules. Our role as UX researchers and designers is to tease out these mental models and resolve them into…

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How to Start A Content Audit

You’ve just been handed an excel doc with 22,000 lines in it. “Here you go! Go do your content audit!” Your breath comes faster, and sweat breaks out on your forehead. How can you make this enormous mess of data anything useful?! Take a deep breath. It’s going to be ok. Here are a few…

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How Do You Write for Localization?

What does it mean to write for localization? We live in a global world, and that means we need to do more than translate content for other audiences. What is a global world? It’s a world where your target audience may look, sound, and even think differently than it used to. They don’t just need…

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