Articles
Tag: ahava leibtag
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Plain Language Dos and Don’ts During COVID-19
Marketers need to remember the golden rule of plain language: Complexity does not communicate authority.
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How to Get Data on Your Audience’s Decision-Making Process
What makes your audience tick — what compels them to purchase your product, schedule an appointment, request a quote, click “share” or fill out a form?
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Who Is the Most Important Person on Your Content Team?
Every single content shop, whether internal or external, needs great project managers.
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Delicious Content Tips from the Great British Baking Show
Practice makes perfect, taste and looks both matter and more content lessons from the Great British Baking Show.
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Why Writers Procrastinate and Why It’s OK
Procrastination isn’t always bad or harmful. Sometimes we need that non-writing time to deliver compelling, strong content.
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The Curious Case of the Black Leggings (and Why Leaving Facebook Isn’t Really an Option)
If Silicon Valley companies are serious about doing no harm and bringing the world together, they will have to self-regulate.
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The Quality vs. Quantity Debate in Content Marketing Continues (Sigh)
Why is it even a question if content marketers should produce quality content or not?
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Marketers: Stop Abusing Your Email Lists
What is up with email marketing right now? Have you noticed the “whiny toddler” emails you’re getting lately? The insistent subject lines, the aggressive, wheedling tones, the shrill shouting for your attention? I was recently at a conference and the amount of email I got from vendors was ridiculous —
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Why Readability Scores Are Killing Your Content
Ever stepped on a scale and hated the number you saw? A side-by-side comparison was floating around Facebook recently. It showed the same woman taking a selfie. On the left she looked thin but flabby. On the right she was built and beautiful. The caption? “I weigh 165 lbs.
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Enough Already About the Value of Content
I am sick of reading everyone’s trends for 2017 about content value: “For 2017 it’s not quantity, it’s quality.” “Marketers will be producing for value, not volume.” “You’ll see better content out there, not more content out there.” Right. Because marketers are always looking to produce content with no value.
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Why Content Struggles Against Design
For years now, content strategists have pleaded with the design community to put content first. And as a whole, the design community is positive, recognizing that content strategy is imperative to an excellent product. However, when it comes to revising or critiquing content, we’ve fallen short of the design community.
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Has Content Marketing Gotten Too Boring?
Confession: I’m getting tired of content marketers writing about content marketing. But guess what I'm about to do .... Here’s my new theory: There’s more stuff about content marketing than good examples of content marketing out there.
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What the Bendy Straw Can Teach You About Universal Content
One of the most common questions I get asked is, “How do we convince our stakeholders that they need to speak the language of the audience?” Concerns about dumbing things down, using plain language and keeping copy short make sophisticated stakeholders nervous.
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A Framework to Evaluate New Channels like Periscope
Digital marketers in the room, raise your hands if you’re tired. For every Facebook, LinkedIn and YouTube, there’s also a Google plus, Ello and potentially a Twitter. How do you decide what makes the most sense for your audiences, your executives and your brand? Loren McDonald and I recently presented
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