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Maybe it’s the longer days, but summer seems to free up space for us to invite more leisure into our busy lives – most assuredly to hike or camp, to surf or SUP, to meet pals and colleagues for unencumbered happy hours. With this shift in focus comes more energy, too. A great way to…
So you pumped a good portion of your marketing dollars into search engine optimization (SEO) for your website. Your SEO tactics employed proven tech wizardry designed to help your website rank higher in organic search results. Good page titles? Check. Meta tag descriptions? Check. Keyword-rich content? Check. And GADZOOKS! For a week or two, your…
Most designers, at some point in their careers, will take on at least one pro bono client. The motivations vary. Perhaps the hope is that the pro bono client will eventually become a paying client. Or, maybe the connections made working with the pro bono client will develop into new opportunities. Sometimes the motivation is…
Any experienced copywriter will tell you, usually with a sad shake of the head, that most clients think they can write, and that nearly all of them are wrong. Oh, sure, they got through college or university okay. And they can bang out a decent marketing report. But writing for professors or colleagues isn’t the…
As you know, designing effective online training programs requires serious preparation. Understanding your audience, their goals and motivations, as well as your organization’s goals for providing an e-learning course, is the first step. Then, providing relevant content, engaging exercises and activities, practical delivery systems, and readily accessible evaluation and assessment tools are all key components…
A few years ago many believed that publishing was dead. Major newspapers and magazines saw their circulation numbers drop. And it is true that many of them have needed to reinvent themselves to adapt to a digital world and new models to distribute and monetise their content. But today publishing is flourishing. Barriers to entry…
Once you’ve landed on what (content) you’re presenting, to whom (audience) and why (purpose), you can then begin preparing how (structure). Planning course structure: the model matters There are dozens of good models on which to base your online-learning program. (First, consider that the model you use to present material is different from the platform…
When I initially pitched the idea of writing about tech and startup writing, I got a lot of pushback. “Are these two industries even related?” “How can you write about discrete industries together?” The questions went on and on. But really, both industries require the same skill: the ability to communicate new and/or complex ideas…
From a marketing communications perspective, writing for “education” encompasses many types of organizations and businesses. These include K–12 schools, institutions of higher education and other learning organizations; academic, research and development organizations; curriculum developers and publishers; developers of e-learning tools and solutions; as well as nonprofits. Businesses that support charities or engage in community-involvement work…
As a food writer who spends a large portion of her time developing, testing and editing recipes, I’ve worked my way through hundreds, maybe even thousands, of recipes, some notably better than others. Sure, a stunning hero shot might be what draws most people in initially (see: Instagram or Pinterest). But unless the copy is…