Content Strategy
How to Get About Pages Right
The page that explains who runs a business, what it does and why people should trust it. Why does it matter? Visitors use About pages to judge credibility, and...
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Content Strategy
A Practical Guide to Email Subject Lines
The short line that tells recipients what an email is about and whether to open it. At a glance CAN-SPAM subject lines must not mislead about the message conten...
Content Strategy
A Practical Guide to Location Pages
Pages for individual business locations or service areas, with local details such as address, hours and staff. What is at stake Location pages help local custom...
Content Strategy
How to Get Tutorials and How-To Articles Right
Tutorials and how-to articles are step-by-step content that teaches readers to complete a specific task: set up an account, configure a feature, fix an error, b...
Content Strategy
Writing Calls to Action: What Actually Works
The words on buttons and links that ask readers to take the next step. Where most projects go wrong The usual mistakes: Click here links Vague labels such as Su...
Content Strategy
How to Get Writing for Translation Right
Writing source content in clear, consistent English that translates accurately and affordably. Why does it matter? Idioms, long sentences and inconsistent terms...
Content Strategy
Emoji and Special Characters in Content, Done Properly
Using emoji, symbols and decorative characters in web content, social posts and email. At a glance Screen readers announce emoji using their names Unicode defin...
Content Strategy
Spanish-Language Content for US Audiences: The Decisions That Matter
Creating and localizing content for Spanish speakers in the United States. What is at stake Spanish is the most common non-English language spoken at home in th...
Content Strategy
How to Get Onboarding Email Sequences Right
Automated emails sent after sign-up to help new users or customers get started. The key figures Transactional messages CAN-SPAM treats them differently from com...
Content Strategy
Writing Survey Questions, Done Properly
Designing clear, unbiased questions for customer surveys and research that feeds content. Where most projects go wrong The usual mistakes: Leading questions Dou...
Content Strategy
Recurring Content Series: What Actually Works
Content published to a repeating format and schedule, such as a weekly column, monthly roundup or annual report. Why does it matter? Series build habit and redu...
Content Strategy
Show Notes and Episode Pages, Done Properly
The written page that accompanies a podcast or video episode, with summary, links and key points. At a glance Discoverability text can be indexed by search engi...
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