Articles

Changing your mindset: Replacing lure content with discovery content

  • ByKathy Wagner
  • |
  • Apr 14 2017
Categories: |News |Ideas
Changing your mindset: Replacing lure content with discovery content

Lure content: enticing but unwise

We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.

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Stylistic editing checklist

  • ByTeam CSI
  • |
  • Apr 6 2016
Categories: |Toolbox

Content that looks and sounds just right

Stylistic editing ensures┬ácontent looks and sounds the way it is supposed to. The company’s style, brand, voice, and tone guidelines all come into play, which can be challenging when there are hundreds (if not thousands) of pages of content on multiple channels.

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Unnecessary word list

  • ByTeam CSI
  • |
  • Mar 11 2016
Categories: |Toolbox

Replace complex phrases

Complex words and phrases make your web copy difficult to understand. When you do a copy editing pass, look for ways to simplify by replacing two and three-word phrases with pared-down versions.

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Case study

TELUS Customer support

Governance

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Case study

Adoptive Families Association of BC

Website content strategy

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