Writing Samples

By now you know that at I.S. content is king. And as we’ve talked about, Content Strategy is pretty hot right now and increasingly sought after as a service.

So I thought I’d take a moment to explain what Content Strategy means to us, and why it should matter to you. 

A strong Content Strategy ensures that information is navigable, appropriate and actionable. That’s why content strategy is infused into several key phases of web experience development:

• During the strategy phase we develop the editorial tone and direction.

• During user interface development, we ensure messages are logically placed.

• During the content development phase words are crafted according to the tone and page layout.

At I.S. we like to break down Content Strategy simply as: Message, Structure, Words.

Message
Before you can write a single sentence, you need to define what you want to say, how you want to say it and why it matters to users. You must define your tone and key messages.

So we start every Content Strategy by getting to know your brand, message guidelines, business objectives, service areas, product descriptions and audience needs. We devour marketing materials, product pamphlets and customer service reports – whatever it takes to understand and formulate an editorial tone that will connect with users and message points that support your goals.

For example, with MAXIMUS we determined that it was important to demonstrate their mission to connect citizens with essential health and human service offerings. So we wove a compassionate tone and language through homepage rotators, interior page pull quotes and site copy, like in the Services section. 

Structure
There should be a method to the madness, which is why Content Strategy is a very important component of Information Architecture development. Together with sitemaps and wireframes, content strategy helps ensure information is organized per-page with your project goals and user expectations in mind. We simply start with like-pages in a site and outline:

• What are they key pieces of information users need at this level of the site? On this page?

• What calls to action make sense at what level of the site? 

For example, each subpage within InfinityQS’ Software section is laid out identically. Pages like Software/Benefits and Software/Options consistently have a short pull quote, brief opening statement, feature descriptions with icons (sometimes Content Strategy drives design elements) and a call to action to try the ProFicient 4 software.

Words
Of course, writing is an essential component of Content Strategy. With an editorial direction and structure established, you can be relatively confident that your content development process will go smoothly -- pages will stay organized and the message will stay focused and consistent.

There are also tricks for web writing that keep even the lengthiest blocks of copy easy to read:

• Use formatting elements such as bullets, bold headlines and pull-quotes to make pages scannable and highlight key calls to action prominently.

• Write content that is easy to digest in simple, but professional sentence structures.

• Ensure important SEO keywords are woven in to the copy, while maintaining optimal readability. 

For example, each of our Service pages demonstrates the same tone and structure, as well as formatting and copy length.

Content Is Not Scary
Many times our clients come to us with a myriad of reasons for not addressing the content on their sites.  We hear things like:

• “We’ve got so much content and don’t know where to start, so let’s just launch with what we have.”

• “The approval process for content is too daunting for this organization, so let’s just launch with what we have.”

• “We don’t have the internal resources or time to tackle content, so let’s just launch with what we have.”

Bad ideas, all. Why would you redesign your entire website and not tackle the content that sits inside it? After all, content is what will convince users to take action (donate, join, read more, purchase, subscribe, you get the point). Bottom line: Content Strategy is essential to your site’s success. And when you break it down, and tackle one bit at a time, even the most hesitant clients see that content is not such a scary beast after all. Ultimately, they reap the positive returns of a consistent, focused and engaging content experience. 

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Content Strategy is not a new concept. In fact, back in 2000 when I was transitioning my print journalism background to the unchartered world of the world wide web, I participated in a workshop at the National Press Club (lots of journalists needed to beef up, hence the location) conducted by Merry Bruns, a notable pioneer in the field of online content strategy.

And over the past several years an industry-wide acceptance that content is central to successful online experiences has gained momentum. Gone are the last-minute sprints to develop content for a project. And the notion of a website "copywriter" is a faint memory. Instead, key messages are crafted at the start of a project and supported by a strong design. Site content is strategically developed to give users the right information at the right time, and content management systems are built to support the plan.

More frequently we’ve noticed that industry understanding spill over into the world at large. Increasingly our clients see that long, scrolling, repetitive pages of information; or organizing a site per an org chart are counterproductive to achieving their goals. I believe users are primarily behind this shift in mindset by demanding that sites provide them what they need quickly – or else they will leave and find it elsewhere.

But there are still those that need a bit more convincing, so when I read A Book Apart’s, The Elements of Content Strategy, I was very excited, giddy even. Not only do the recommended processes for developing and executing a content strategy validate what we offer at i.s. But more importantly, it makes the case that content is on par with technology and design as an indispensable component of a winning website, and clearly explains why content strategy matters (satisfied users, increased goal conversions, increased ROI, the list goes on).

Still foggy on Content Strategy? Check out this neat little book. It’s a quick read, promise.

Websites, infographics, social media, video, email. We push out content across so many channels these days that in some ways our brands have become, for all intents and purposes, publishers. And with each unique channel at our disposal come features, tools and nuances to master. These we must understand in order to craft and deliver content that breaks through the noise, reaches our audiences and drives conversions.

With a content strategy that provides the right mix of compelling content for your brand, that’s optimized where, when and how your users engage with you, you might just become the media powerhouse we all know you can be.

Here are some handy tips (maybe some refreshers, too) to get you on your way.

Writing 101 
First, let's get back to basics. Folks often find writing very daunting. An article, press release, blog, what have you. It’s hard to get started, and you just want to get it done – and fast. Sally Kerrigan takes the fear out of the process with simple steps for achieving focus, formulating thoughtful ideas (not just words for words sake) and delivering true value to your readers. In other words, “crafting purposefulness.”

What’s more, once you’ve got the hang of it, you’ve got the opportunity to submit your work for publication in A List Apart.

Attract, Engage, Convert
The whole point of your content strategy is convincing your audience to do something, right? But this requires meticulous thought and strategic content that guides your audience through every step of the conversion funnel. This article lays out a plan designed to get your users’ attention on your blog (think Top 10 lists), encourage engagement on social and email (value-add articles) and ultimately “close the deal” with qualified leads (problem-solving pieces).

Content + Design = Infographics
With the unstoppable success of visual content in social media, paired with the boon of big data, you should consider infographics as part of your content strategy. The rules for infographics are no different than those for traditional content. They must be interesting, relevant, timely, entertaining and shareable. And now there’s some science behind a strong infographic from a visual standpoint, as Harvard researchers tried to answer the question, “what makes a visualization memorable?” Here are some great infographic examples:

• Good

• Visual.ly

Considering Video?
For most of us, videos have become a part of our daily routine, so of course many brands are eager to delve into video content. But how... and what? Highlighting the popular programming tutorial, “Rails for Zombies,” this article discusses how videos that demonstrate a brand’s expertise or teach a viewer something new yield meaningful engagement and social sharing. The Moz Blog’s popular “Whiteboard Friday” video series is another example of engaging, how-to video content. And just for fun, research tells us that users are more likely to share when the content evokes a strong positive emotion.

Facebook Basics
By now we know that Facebook posts should compelling, move a conversation forward and encourage engagement. This infographic from ShortStack provides 12 helpful hints for leveraging Facebook, including some specifics for your posts: “Posts between 100 and 150 characters (fewer than 3 lines of text) see 60% more Likes, comments and shares.” And once again, it reminds us that we’re visual, so try to change your cover photo at least once a month to get visibility in your fans' feeds.

Don’t Discount Evergreen
Buzz-worthy pieces and punchy top-10 lists will always attract lots of attention, but don’t abandon your evergreen features just yet. They have a place. Try mixing your timely content with some regular columns (e.g., FAQs, resources, weekly blogs by a well-known personality) to help position your brand as a trusted source of information on various topics. Offering unique, reliable content that a reader cannot get anywhere else is a great way to build brand loyalty and a strong following that grows as your readers share your content with their friends and followers.

The Power of Email
In a recent Guardian article, ExactTarget's Bryan Wade, senior vice-president of email, mobile and content, said that their customers see amazing ROI on email marketing. Specifically, $40 back for every dollar they spend. Lately overshadowed by social media, email remains one of the most effective ways to make direct, long-lasting relationships with your audience. But how do you craft that perfect email - one that a user opens, reads and engages with? In 37 extremely useful tips, learn how to get the most mileage out of your email campaigns - from subject lines to style to “power words.”