Month: October 2010

Strategic traits of content #2: Staging

This is the 2nd in a series of three articles about the traits shared by effective web content. The first installment was about progress. How well content achieves it purpose depends a lot on how it is staged. We don’t think twice about restaurants serving us a meal in a series of courses. But it

Read More

Strategic traits of content #1: Purpose

Jeffrey Zeldman famously tweeted back in 2008 “Content precedes design. Design in the absence of content is not design, it’s decoration.” I’d like to add: Purpose precedes content. Content in the absence of purpose isn’t content, it’s masturbation. Books have purpose. Writers don’t give readers a bunch of pages and then hope they’ll put them

Read More

Prologue: Habits of highly effective web content

I sometimes get the feeling that the world of content strategy is perpetually obsessed with strategy, and less with content. Discussions quickly speed past content creation on their way to talking about managing it. For each PowerPoint slide describing the different forms of content you get a dozen more on how to slice and dice

Read More