Remember Goldilocks and the Three Bears? In the classic fairy tale, a little golden-haired girl stumbles upon a cottage in the woods. Finding no one home, she lets herself into the house—the home of the Three Bears. Goldilocks skips through the rooms, testing and tasting the ... [Read More] [4 Comments. Please leave another.]
Archives for 2011
7 Lessons NYC’s Metropolitan Museum Can Teach You About Marketing
The fashion crowd ambled past the torn tulle and tartan kilts. Shambled by the lobster claw stilettos. And giggled self-consciously as they filed past an embarrassment of boned corsets, slave bracelets and Hannibal Lecter bondage masks. It wasn't your typical fine art museum ... [Read More] [Leave a comment]
7 Content Strategy Takeaways from Gerry McGovern’s CS Forum Interview
"Quality content is at the heart of all great websites, ” declares Gerry McGovern. A respected expert on customer-centric, task-focused content management, McGovern is the keynote speaker at London’s Content Strategy Forum, September 5-7, 2011. In a recent interview with CS ... [Read More] [Leave a comment]
Copywriter’s Playlist: Music That Boosts Your Copywriting Productivity–and a Spotify Giveaway
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Can music make you more productive? Will it put you in the “zone”? Does it make your work flow, allow you to think more clearly and accomplish tasks faster? Or does it distract you, cause your mind to wander and waste your precious time? The answer is—surprise!—it ... [Read More] [10 Comments. Please leave another.]
20 Questions That Help You Write Strong, Strategic Content
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Ever wonder how content mill writers churn out such a flood of copy? How they seem able to produce all that content on demand? Tactical copy versus strategic content Without commenting on quality, I think it’s because they’re writing tactical copy. Words that don't fit into a ... [Read More] [8 Comments. Please leave another.]
How Content Strategy Can Save Your Copywriting Career
It's no secret to seasoned copywriters: Our industry has endured choppy waters in recent years—with no end in sight. Formats and channels for which we write, global competition, project pricing, and copy-related industries continue to rock and roil. Copywriting’s perfect ... [Read More] [Leave a comment]
They Laughed When I Declared Independence, But When I Started to Write!
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If Thomas Jefferson had been a direct response copywriter… The Declaration of Independence. Sure it’s an important document. Ahead of its time. Revolutionary. The foundation of American democracy. But would it fly today? The Declaration of Independence: Useful content ... [Read More] [2 Comments. Please leave another.]
Confused about Content Strategy and Content Marketing? These 3 Must-Read Posts Fill You In.
I hate solutions. You know what I’m talking about: market-speak that describes products as “solutions”—everything from software to kitty litter (your “cat odor solution”). But language is imperfect. So I guess you have to cut some slack for people who torture it trying to ... [Read More] [1 Comment. Please leave another.]
Book Review: Content Strategy for the Web by Kristina Halvorson
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When I first heard the term “content strategist” a few years ago, I thought, Yay! That’s me. That’s what I do—somebody’s finally named it. Turns out content strategy is a distinct discipline—more than planned, targeted copywriting created within a strategic framework. And ... [Read More] [5 Comments. Please leave another.]
The Truth About Content Marketing: Why Your Awesome Tactical Copy Fails
You—or your client—have an empty website. So you need to fill it, right? Pack it with great, engaging, keyword-rich copy—the more the better. That’s the current trend in content marketing. Be a publisher. Create loads of content. Post every day. Give your customers—and search ... [Read More] [1 Comment. Please leave another.]