21 Jan 2015

15 for ’15: Your content and brand communication new year’s reboot

15 for ’15: Your content and brand communication new year’s reboot

At the beginning of January, I attended a conference in Austin for small digital agency owners. Though many of the messages that came out of the conferences were things I’ve heard a million times before, there was something invigorating about starting the year with all these great mantras fresh in my mind. So I’m paying […]

25 Jun 2014

When brands break their promise

When brands break their promise

Earlier this month, the San Francisco Chronicle published the results of research it did into Airbnb rentals around the city and how they may affect the cost and availability of actual housing for the people who live there. To be clear, my intention is not to pick a side in SF’s emotional housing debate or […]

8 Jun 2013

Make discovery truly revealing: Steve Fisher and Alaine Mackenzie

Make discovery truly revealing: Steve Fisher and Alaine Mackenzie

The process for responsive web design projects is neatly laid out — but sometimes the upfront discovery process has to be allowed to be messy in order to be successful. That was the message of Steve Fisher and Alaine Mackenzie, a user experience designer and content strategist from Yellow Pencil who presented “Responsive Web Projects: […]

8 Jun 2013

Finding and using your voice: Tiffani Jones Brown

Finding and using your voice: Tiffani Jones Brown

Your brand voice influences the feelings people have about your organization, and can be one of the most powerful ways you have to build trust and loyalty. But it’s also the one thing you can’t fake — it has to be authentic. Tiffani Jones-Brown knows this well. As a writer and content strategist at Pinterest, […]

9 May 2012

15 essential questions to ask in content strategy discovery interviews

15 essential questions to ask in content strategy discovery interviews

Alongside an in-depth content analysis and a study of competitors’ messaging and content, we always start our content strategy process with a series of stakeholder interviews. Who those “stakeholders” are varies depending on the client and project. They almost always include the senior leader of the company, but ideally they also include directors of sales […]

9 May 2012

Take the long way home: uncovering real insights in discovery interviews

Take the long way home: uncovering real insights in discovery interviews

All of our strategy projects usually begin with a series of discovery interviews, usually involving people we’ve identified as “key stakeholders.” The roster usually includes people from a company or organization who can provide insights into the inner workings of the business and how customers make decisions, engage with the company, and use the products. […]

8 Mar 2012

Developing a global voice for a global brand: DeAnn Wright and Angela Boodoo

Developing a global voice for a global brand: DeAnn Wright and Angela Boodoo

How do you create and maintain the voice of one of the world’s most well-known (and emotionally charged) global brands? eBay content strategists DeAnn Wright and Angela Boodoo (who lost her voice before the session) shared how eBay methodically went about defining standards that could be used across the business during a case study session […]