2013 articles with this tag
Topic clusters and content hubs are a way of organizing a website's content so that one broad subject is covered by a single orientation page, the hub, supporte...
Writing for the web is the craft of producing text that works with how people actually behave on a screen: they arrive with a question, glance down the page for...
Content governance is the set of decisions that says who may publish, who reviews and approves, who owns each area of your content, and what happens when someth...
Content audits are a structured inventory of everything an organization has published: every URL, who owns it, when it was last touched, what it is for, how it...
Adapting content for another market — not only translating the words, but changing examples, references and sometimes the argument. Where most projects go wrong...
Case studies and proof content are the pages on your site that show what your business has actually done, for whom, under what conditions, and with what result,...
Content repurposing is the practice of deriving several assets from one substantial piece of work, each shaped for the channel it will live on. A forty-minute w...
Making sure each piece of content is the kind of thing that satisfies the query it targets. Where most projects go wrong The usual mistakes: Sales pages targeti...
Extracting what an expert knows and turning it into publishable content, when the expert has no time to write. Why does it matter? The expertise that differenti...
Judging whether content achieved what it was published to achieve. At a glance Data sources Search Console, analytics and downstream business data Lag organic p...
Writing the words inside a service — forms, guidance, confirmations, letters — so that people can complete what they came to do. What is at stake In a transacti...
Metadata and content modeling is the work of defining what your content is made of: the content types you publish, the fields each type contains, the relationsh...
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