You want people to visit your site and immediately get a strong sense of who you are, what you do, what matters to you, and why they should choose you and not a competitor. When companies get it right, site visitors are left feeling clever, impressed and with a strong a desire to purchase your products. When companies get it wrong, visitors are left feeling confused, bored or slightly stupid, and are much more likely to leave or to proceed with caution. In this post, I’ll look at how developing a message architecture will help you successfully communicate key qualities about your company to potential customers.
Your team is your company’s greatest asset, so it makes sense to recruit people who will love your company, stick around and do some fantastic work. So, how do you recruit these great people? Usually, through some kind of content. You might write a job advert, a blog post, send out some tweets, perhaps send a message down a newsletter. Fab! But not so fab if this content puts off great candidates while attracting poor ones. In this post I’ll look at how you can use some content techniques to write job adverts that work for your company.
Earlier this year I worked with Drew Neil on the Vimcasts redesign. We had three main goals: to increase engagement with the website by making the content easier to navigate on all devices, to increase traffic through a broader social media strategy and to give more visibility to training, publications and pro-screencasts. So, did we achieve our goals? In this post I compare data from before and after the launch.
I recently wrote a content strategy guide for startups and small businesses. Here's a summary and a link to the full article.
I recently wrote a book review of 'Content Strategy for Mobile' by Karen McGrane for the Content Strategy Forum. Here's a summary and a link to the full article.