Content development


Storytelling in business communication


Storytelling is at its most powerful in a business context when it’s used to communicate ideas and rally support for those ideas. This framework for storytelling in business communication can be applied by content people looking to get build an effective business case, get buy-in for content work, share ideas and successes, and more.

Developing website content writing tools for large rewrite projects


When multiple writers try to rewrite content for a large website to a single set of new standards, they’ll need website content writing tools that support them in creating content more quickly and consistently. Here, we break down what should be part of the content writing toolkit they’ll need to do their job well.

Building the right writing team for large rewriting projects


Having a good writing team in place is critical if you’re rewriting lots of content for a large website or intranet redesign.

Rewriting content for large websites and intranets


The quality of the on-page content directly impacts the quality of your user’s experience. With information-rich sites, getting to the on-page information is the reason why most users go the site in the first place. For most large site redesigns, this means rewriting the content.

Redesigning information-rich sites part 4: Rewrite your content


In this series, we’re looking at the most important steps you can take to make sure that you’re successful when redesigning an information-rich site. Part 4 focuses on how to rewrite your content.

Write stronger CTAs by focusing on your audience


CTAs can be powerful little pieces of content, but they’re often not as strong as they could be, due to a lack of user-focus, or poor word choice, visuals, or location.

Here’s what we recommend to make sure you make the most of your CTAs.

Should you ditch your print content for digital?


Sometimes going completely digital with your content can seem too far. And that may be true, depending on what  industry you’re in and what your audiences want. Sometimes it makes sense to keep producing those print brochures or PDF reports. But how do you know?

Six steps to a useable style guide


Style guides are a necessary tool to align your content creators on style decisions, as well as terminology and grammar rules. Sometimes companies will put the effort into making a style guide, but not so much into making sure it gets used.

Here are six ways to increase the likelihood of your style guide being regularly used.

Customer-focused content: 10 do’s and 10 don’ts


It’s no secret that if you want to engage your customers, you need customer-focused content. Here are some tips to keep you focused.

City of Surrey launches their new, user-focused home page


We love seeing our recommendations come to life. That’s why we were thrilled to hear that The City of Surrey updated their home page according to their new content strategy! Last year we worked with them to create a strategy that would help the website better meet audience needs, while also conveying messages important to the […]

Changing your mindset: Replacing lure content with discovery content


We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.

Content toolkit: Stylistic editing checklist


Stylistic editing ensures content looks and sounds the way it is supposed to. The company’s style, brand, voice, and tone guidelines all come into play, which can be challenging when there are hundreds (if not thousands) of pages of content on multiple channels.

Content toolkit: Unnecessary word list


Complex words and phrases make your web copy difficult to understand. When you do a copy editing pass, look for ways to simplify by replacing two and three-word phrases with pared-down versions.

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