Tag: web content

Which English for your content?

English is the official working language of many multinational organizations. But all companies have national roots. When these roots are in non-English speaking countries, the choice of what English to write in can quickly become a headache. What do you mean by “what English to write in”? It’s very common for international companies to originate

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Did anyone reread this?

Yesterday I called my mobile operator Orange to change an option. The sales rep informed that I was eligible for a new service plan that would save me €40 a month. She could send me the documentation if I was interested. Nice sales funnel, I thought. Not too pushy. The email arrived a couple seconds

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More underwear showing: The escape of the lorem ipsum

While wireframes with lorem ipsum raise the hackles of most content strategists, it’s even worse when it’s allowed to run wild in a production environment. Case in point: I stumbled across this piece of filler content (test bandeau) on the Château de Versailles home page this morning. Oops.

Don't let your lorem ipsum run wild


Überaudit: looking for content beyond the site

It’s time to start looking beyond the web site when conducting a content inventory. Big organizations are plagued/blessed with massive web sites with sprawling content. But small and midsized organizations are often faced with the opposite problem: not enough web content. Many of them, for whatever reasons, don’t have a CMS, have a crappy CMS

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Strategic traits of content #3: Trajectory

This is the 3rd in a series of three articles about the traits shared by effective web content. The previous ones were about purpose and staging. I don’t know about you, but I’m lazy. When I land on a website for the first time I (usually) know why I am there, but I don’t know

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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

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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

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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

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10 reasons to be kind to European content strategists

This post is a follow-up to a recent tweet in which I said: “The biggest enemy of CS in Europe is the budgetary bloat caused by localization requirements. Right tech ends up being too expensive.” I’m a lucky guy. In the past few weeks I’ve been pitching and/or working on projects that involve serious content

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Pre-flight checklist: Is the client ready for content strategy?

Clients are increasingly open to content strategy. So are agencies. But does being open equal being ready? The success or failure of a content strategy project depends on a great many things that are totally out of our control. So before starting a project (or providing a quotation), I try to get a feel for

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