Best Practices Category

When language obscures clarity

Quick, what’s the difference between “avoid” and “use sparingly?” Not so fast, cowboy — think about that for a minute. The first means “keep away from” or “refrain from.” The second means to use with “careful restraint.” Argues one editor I know: “They’re basically the same thing.” Yet another opines, “The first implies you shouldn’t […]

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Don’t exhaust your readers’ stamina

Is your company blog as engaging as you think? According to research by Jakob Nielsen, probably not. In a study of corporate blogs’ front-page structure, Nielsen and his team found that in blogs where each posting’s full content is posted on the front page — so users don’t have to click, which in theory is […]

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The emperor has no clue

I’ve consulted with a lot of companies in my day, and I’ve been fortunate enough to work with a bevy of wildly talented people. But once in a while…well, my luck seems to run out. Lately I’ve been challenged with a senior-level exec (read: stakeholder/approver) who just doesn’t seem to “get” what the content team […]

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