UX writing is an important and fashionable sub-discipline in the world of content strategy. I remember when we called it “microcopy” and relegated it to the realm of forms and error messages. Marginalizing the importance of copy in a digital product can hurt the experience and damage the bottom line. With so much at stake,…
Category: Content Strategy
Determining the best way to message, structure, and amplify content so that it aligns with both the brand’s objectives and the consumer’s interests and desires.
A Double D for Marketing
You can’t be a designer without encountering the Double Diamond Innovation Model. The model goes something like this: It’s a great way to think about the design process, even if I prefer the design squiggle, where everything upfront is a chaotic, swirling squiggly line of the unknown that gradually morphs and straightens into a line…
The Role of Content on a Website
Content sets the tenor and tone for how a brand communicates with customers, prospects, and search engines. The top three things it must do are: 1. Establish Foundational Domain Authority Allow customers to learn about the brand and product offerings with accurate, clear, and informative product content, related content, and proof points. 2. Deepen Emotional…
Living the Stream: NewFronts 2021
In a world of cable cord-cutters and vertical video viewers, NewFronts is now the new normal By the time Disney finally found its way with the “Star Wars” spinoff hit, “The Mandalorian”, consumer preference for streaming video content had become too powerful a force to ignore. At this year’s annual NewFronts, held virtually on May…
Marketing in the New World of Social Distancing: Part III
Reopening requires recalibrating expectations as brands and consumers seek ways to survive Searches for the phrase “when will the economy open” jumped 450% this week, according to Google Trends, a data point that should come as no surprise to consumers and businesses impatiently waiting to read the official roadmap for return that scientists, economists, and…
Marketing in the New World of Social Distancing: Part II
In today’s new abnormal, content strategies require authenticity, compassion and the agility to adjust tactics All the non-essentials are watching, tweeting or zooming about “The Tiger King”, Netflix’s newest hit docuseries about an eccentric, self-destructive zoo owner named Joe Exotic who ends up in Federal prison for, among other sordid transgressions, breeding and selling endangered…
Marketing in the New World of Social Distancing
When Sequoia Capital called coronavirus the Black Swan event of 2020, few foresaw the swiftness with which the hedge fund’s early March prediction would unfold across the United States. Two weeks later, in the face of a global pandemic, many Americans have radically shifted their behaviors to “flatten the curve” and, sometimes reluctantly, adopted social…
When to Invest in UX
LinkedIn’s “Future of Skills 2019 (Asia-Pacific Edition)” report cites Human-Centered Design, aka UX design, as one of the top ten in-demand business skills for this year. Ranked right next to blockchain, artificial intelligence, and robotic process automation, the term “UX” – like those other fuzzy marketing buzzword bingo terms – is often derided for failing…