Category Archives: Content Strategy

Structured Content

A streamlined process for delivering content to your customers In a perfect content world what is the most effective way of structuring your content so that it can be delivered seamlessly to your customers? And what’s the most efficient way for content designers to create that content? Let’s consider the concept of content “chunking”.  This… Read More »

Scaling Content Strategy

I recently wrote an article for Intercom magazine’s Content Experience and Content Strategy issue. Intercom is published by STC, the Society for Technical Communication, the professional association dedicated to the advancement of technical communication. You can read the full article on Scaling Content Strategy, in PDF format. In summary, any content plan should be developed… Read More »

Terminology Matters

I have worked on a number of interesting content-focused initiatives recently including defining a CMS, developing a content team and putting effective content metrics in place, but one stood out, mainly because of its simplicity. This was a standalone project, impactful across the organisation and yet relatively small in scale and straightforward to implement. I’m talking here… Read More »

The Contented Stakeholder

As content has so many touch points across multiple functions and within any organisation, it is critical that stakeholders are engaged with any significant digital content transformation or content-focused project. First of all top marks to all stakeholders if they realise that the business should consider (or reconsider) its digital presence, if they are open-minded about the… Read More »

The Value & Benefits of Compelling Content

If you have marshalled the resources and tools required to create your compelling content and presented them in an accessible format, it’s time to leverage those assets and allow your customers to enjoy the content experience. The value to organisations and benefits for users will soon become  apparent. Resources and tools may include, for example, style guidelines, a glossary… Read More »

Content Strategy Applied 2017

Digital Transformation – the Content Experience Companies that lead a digital transformation of their business are more profitable than their industry average. Established organisations, having spent many years operating via traditional methodologies, now find that they need to move quickly to meet customers’ expectations. Consumers have become increasingly more sophisticated in the way they communicate… Read More »

Content Simplicity

Content simplicity can mean a number of things.  Firstly there’s the plain English element, using simple and elegant language which is easy to understand.  Shorter sentences.  Fewer idioms, colloquialisms and acronyms. Then there is the broader content structure which, of course, should respect the rules of language, tone of voice and brand guidelines, but what… Read More »