Category Archives: Framing content in print and on the Web

If You Can Grab Readers, They’ll Stay

It’s well known in the Web content world that the average visitor to a site will stay less than a minute. If that’s all you knew about visit times, you’d be tempted to design and write pages exclusively for short-time readers. You’d pack your information into bullet points, make it easy to process, and shorten [...]

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Developing Your Content Across Platforms

Reprinted with the author’s permission from Tippingpoint Labs. Your content strategy shouldn’t be flat and one-dimensional, because that’s not how the web works today. It shouldn’t live on just one platform, it should also grow and flower into many interdependent channels and platforms and media. It should also grow up and get progressively better and reach [...]

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Repurposing Your E-Mail Newsletters to Boost Your Website

Reprinted with the author’s permission from Freelance Copywriter’s Blog. Is yours one of the many businesses out there that sends regular newsletters to your customers? You probably spend hours slaving over the content (or get a copywriter to slave away for you) to ensure your message is spot on, you’re offering your readers great information and, of [...]

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Why You Need A Content Marketing Consultant

Abridged with the author’s permission from The Adaptive Marketer. Quick: how many marketing consultants does it take to change a light bulb?  There is no shortage of punch lines here.   “It depends – How large is your budget?”  Or – “We don’t know – they never seem to get past the requirements stage.”  Or, here’s [...]

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Make Your Company Blog Personal

Edited and abridged with the author’s permission from {grow}. As director of social media for Flightster one of my very first assignments was to create and maintain our company blog.  When I researched other blogs in our industry and compared them with all of the personal blogs I read on a daily basis I was amazed [...]

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How a Magazine Editor Took His Readers to the Web

Reprinted from the ASBPE Website with permission. In 2008, Harry McCracken left his long-time role as editor-in-chief of PC World magazine to launch Technologizer, a Web site devoted to technology news and reviews. McCracken admits he didn’t know whether Technologizer would take off. But he got his answer pretty quickly: Within a few months of [...]

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Web Users Won’t Wait

We’ve commented before on Web users’ impatience. People want to accomplish the task they came for quickly and easily. Web usability expert Jakob Nielsen illustrated this theme again in his most recent Alertbox. In it, he offers an old medium—broadcast TV—as a contrasting example to the speed of internet navigation. According to him the Web [...]

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Reining in Your Website.

This post originally appeared on the ACS Creative blog.  Reprinted with the author’s permission. Unwieldy, disorderly, unrestrained, unruly, out of hand … beyond control. Are these the words that you—or worse yet, your customers—use to describe your Website? You’re not alone. It’s not unusual at all for a company Web site to get out of [...]

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Content That Works? It Takes Work

Managing Director, Tippingpoint Labs. Reprinted with the author’s permission. If you are spending money on Search Engine Marketing (SEM)/ Search Engine Optimization (SEO) and focused on traffic targets rather than conversion rates – STOP. Put that cart back behind the horse. Instead of buying the keywords for a specific search term and sending traffic to [...]

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Learn What Makes a Story Good

Chief Content Officer and Founder, Tippingpoint Labs. Abridged and reprinted with the author’s permission. The art of storytelling has been around since the dawn of humankind for good reason – people love to be engaged and entertained.  The essence of good content often falls back on a good story. You can tell a good story [...]

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