I saw a tweet yesterday live from Content Marketing World that still has me bothered. Here it is: @ardath421: It’s not the product that’s valuable, but the content around it that builds the experience we’ll pay for. #cmworld I know the tweet is out of context, but taking it at face value, there are so [...]
Writers are often told to avoid jargon. This can be difficult when you eat, sleep and breathe your industry. Over time it becomes challenging to discern jargon from plain speech. So it’s important to occasionally re-evaluate the language you use, whether you’re writing marketing collateral or editorial content. Before you begin this evaluation, you must [...]
It’s not unusual to get an inordinate amount of spam over the holidays, especially from retailers. But as we got closer and closer to Christmas day, I was surprised to see mass emails from tech vendors and tech pubs. On Christmas day alone one tech vendor updated Twitter and Facebook at least a dozen times [...]
Do you know your customers? Do you know what they know?
Time and again I am brought in on copywriting projects that speak down to readers because the project stakeholders didn’t take the time to define their ideal reader at the very start of the project. Identifying the type of customer who will be consuming your content should be your top priority.
A major pet peeve of mine is when companies make up new words for which there is already a word. Even worse, when you ask a company spokesperson, “What is X?” and he/she is unable to simply say, “Oh, we mean Y.” The benefits of trying to make something new again are negated when you [...]
I saw a tweet yesterday live from Content Marketing World that still has me bothered. Here it is: @ardath421: It’s not the product that’s valuable, but the content around it that builds the experience we’ll pay for. #cmworld I know the tweet is out of context, but taking it at face value, there are so [...]
Writers are often told to avoid jargon. This can be difficult when you eat, sleep and breathe your industry. Over time it becomes challenging to discern jargon from plain speech. So it’s important to occasionally re-evaluate the language you use, whether you’re writing marketing collateral or editorial content. Before you begin this evaluation, you must [...]
It’s not unusual to get an inordinate amount of spam over the holidays, especially from retailers. But as we got closer and closer to Christmas day, I was surprised to see mass emails from tech vendors and tech pubs. On Christmas day alone one tech vendor updated Twitter and Facebook at least a dozen times [...]
Do you know your customers? Do you know what they know?
Time and again I am brought in on copywriting projects that speak down to readers because the project stakeholders didn’t take the time to define their ideal reader at the very start of the project. Identifying the type of customer who will be consuming your content should be your top priority.