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Topic: Content Strategy

  • Content-tious Strategy

    by Jeffrey MacIntyre · Issue 274 ·

    Every website faces two key questions: 1. What content do we have at hand? 2. What content should we produce? Answering those questions is the domain of the content strategist. Alas, real content strategy gets as little respect today as information architecture did in 1995. MacIntyre defines the roles, tools, and value of this emerging user experience specialist.

  • The Discipline of Content Strategy

    by Kristina Halvorson · Issue 274 ·

    It's time to stop pretending content is somebody else's problem. If content strategy is all that stands between us and the next fix-it-later copy draft or beautifully polished but meaningless site launch, it’s time to take up the torch, time to make content matter. Halvorson tells how to understand, learn, practice, and plan for content strategy.

  • Writing Content that Works for a Living

    by Erin Kissane · Issue 271 ·

    Most web copy is still being written by people who aren't writers and don't have time. The good news? Anyone who touches copy can make a difference by insisting that every chunk of text on the site do something concrete.

  • The Cure for Content-Delay Syndrome

    by Pepi Ronalds · Issue 259 ·

    Clients love to write copy. Well, they love to plan to write it, anyhow. On most web design projects, content is the last thing to be considered (and almost always the last thing to be delivered). We’ll spend hours, weeks, even months, doing user scenarios, site maps, wireframes, designs, schemas, and specifications—but content? It’s a disrespected line item in a schedule: “final content delivered.” Pepi Ronalds proposes a solution to this constant cause of project delays.

  • Greatest Copy Shot Ever Written

    by Nick Padmore · Issue 248 ·

    “Got Milk?”, “Don’t leave home without it”, “Good to the last drop.” You know these taglines and the products associated with them. So what makes a great copy shot? Is there a formula? And can understanding advertising help us write better web copy?

  • Better Writing Through Design

    by Bronwyn Jones · Issue 242 ·

    How is it that the very foundation of the web, written text, has taken a strategic back seat to design? Bronwyn Jones argues that great web design is not possible without the design of words.

  • Who Needs Headlines?

    by Shaun Crowley · Issue 238 ·

    A designer formats and places text. Technically, the job ends there. But some designers go further, sharpening their clients' content to grab and focus user attention. In so doing, they create more effective sites—and gain an advantage over other designers. Drawing on decades of copywriter lore, Shaun Crowley discusses seduction by headline and other principles of writing that sells.

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