We think and talk a lot about understanding your audience around here. Sadly, part of the reason we do is that it's all too obvious that a lot of organizations still aren't conducting audience research. Are you focusing on customer understanding … [Continue reading]
In Which We Celebrate Metadata
Ray Gallon has created another great book in the Content Wrangler book series, focused on terms and ideas that are essential in technical communication. I was so pleased that Ray asked me to adapt a previous essay I'd done on metadata for this … [Continue reading]
Vendor Management: How to Work With a Content Strategy Consultant
For the vast majority of my career, I've been on the agency side. I've either owned or worked for a company that provided services to multiple clients. We help them accomplish tasks that they don't have the in-house team to handle, or provide outside … [Continue reading]
Stop Marketing to Demographics
As I've been putting together the slides for my upcoming Content Strategy 101 workshop at Content Marketing World, I've had one of those back-of-your-mind annoyances come raging up front. It drives me insane when people market to … [Continue reading]
What We Learned Creating Our New Marketing Piece
When you create content and marketing plans for other people, it's always a challenge to turn your lens on yourself. We've needed to update our own marketing information for a long time, and we've finally done that this summer. This PDF tells a … [Continue reading]
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