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Content strategy before content marketing

Before you do any content marketing, get your content strategy in order First, some definitions: Content strategy is defining the who, what, when, where, why, and how of ALL the content your organization publishes. Yes, I mean all of it – the “about us” pages, the help content, the executiveRead More …

Content calendars – the why, the what, and the how

I’ve seen a surge in questions lately about editorial calendar software. This blog post is by popular request. Before sharing tool suggestions, I wanted to explore what we are actually managing with a calendar and what a calendar can and can’t help your organization achieve. What a content calendar canRead More …

Why FAQs are not effective web content

Almost every website I consult on has a collection of Frequently Asked Questions, also known as FAQs. I always counsel clients that they should eliminate their FAQs and instead integrate the information into their content. Why? FAQs are too wordy FAQs are too specific FAQs are difficult to search FAQsRead More …

PDF dos and don’ts

I’ll say it: The web contains far too much content presented in the form of a document: PDF, Word document, PowerPoint presentation, or Excel spreadsheet. Document-based content is often more convenient for content creators, but is far less convenient and less effective for users. Web users are less likely toRead More …

Your content challenge is really a people challenge

I recently asked my online networks a question: What is your biggest content strategy challenge: Goals, findability, consistent voice, ownership, outdated content, or something else? Almost immediately, the answers started pouring in — and they weren’t exactly what I had expected. While a few folks mentioned challenges with goals, platforms,Read More …