Posts in Content

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How communication theory will help you write better microcopy (& make better products)

I recently went to a talk at Zone by Mikael Krogerus and Roman Tschäppeler in which they promoted their excellent new book, The Communication Book. 

As a UX writer, I’m naturally interested in communication. All the microcopy I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.

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How ASOS is delighting shoppers with diversity

There are many reasons why people wax lyrical about their love for ASOS. 

With its slick user experience, super-fast delivery options, and massive online inventory – the ecommerce brand has become synonymous with must-have millennial fashion.

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A beginners' guide to measuring & increasing user attention online

Since the ‘Like’ button in all its various guises was invented, 'engagement' has become the most commonly used measure of success by marketers on social. 

But what if – regardless of all this so-called interaction occurring – the message is getting lost?

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decoupled cms

Six examples of brands using a decoupled CMS

Content is an integral part of digital experiences that drive conversion, from video tutorials that help clinch ecommerce sales, to long-form, high-quality articles that inspire readers to purchase media subscriptions.

But content has never had to work harder to reach audiences how, when, and where they want to experience it.

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Six brilliant examples of B2B video content (& why they're so good)

B2B videos are no longer limited to the talking-head style of old.

In fact, brands are now becoming more creative than ever before, leading to an increase in enthusiasm for the medium within B2B circles.

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Five things we learned from Mark Zuckerberg's Capitol Hill testimony

Last week, Facebook's CEO donned a suit instead of a hoodie and made his way to Capitol Hill, where he was questioned by American lawmakers in the wake of the Cambridge Analytica scandal.

That scandal, the largest the world's largest social network has ever dealt with, has brought Facebook's collection and use of data into the spotlight. With negative headlines being published daily and the threat of regulation on the horizon, the company's public appearance shy chief, Mark Zuckerberg, had little choice but to go before lawmakers and answer questions.

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The best digital marketing stats we’ve seen this week

It’s high time we dig into some stats. This week’s roundup includes news about search, social media, celebrity campaigns, and everyone’s favourite (or not) topic: Facebook.

Be sure to check out the Internet Statistics Compendium too, it’s packed full of more info.

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Why Chanel is the most influential luxury brand on social

The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.

Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social. 

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how will you eat yours

10 examples of Cadbury's sweetest marketing campaigns & creative

Not only is Cadbury one of Britain’s most well-known brands, it’s also one of the nation’s oldest - first established in 1824.

Though taken over by Mondelez International in 2010, it has managed to retain its British headquarters (and its decidedly British disposition).

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content planning

A five-step planning process for content marketers (with eight useful tools)

If we’ve got the ability to get publishing to a company blog or other content stream, then the temptation is to start publishing, just get the thing moving and see what sticks. 

I don’t doubt this approach has worked for some companies and people out there, but I often find that a lot of content marketing falters in the long term because of a lack of planning. A lack of planning means a lack of structure, and more than likely a lack of objectives. Not having these means increasing the probability of losing steam.

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Top Task Management process

How managing your customer's 'top tasks' can deliver a better experience

It's a safe bet that the amount of information online will just keep growing forever, like an ever-expanding digital universe.

But continuously adding more content to your own website may actually harm your user experience and your business unless it's done with your customers' goals in mind.

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Shelter Scotland’s chatbot had >4,000 interactions in its first four months, freeing up time for helpline staff

Chatbots present a number of exciting opportunities for charities

Not only can AI streamline customer service – taking away the need for human interaction – but bots can also help to boost engagement, increase empathy in consumers, and even drive fundraising.

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