My first job out of college was working for the Boston Globe’s website, which afforded me the opportunity to write a lot of headlines. Perhaps the best (or worst) headline I ever wrote, after a Boston Celtics victory, was “Pierce nets 40 as Celtics pierce Nets.” Clever, eh? “Clever” could be an apt description for many headlines you read. The goal of the headline is to tell you what a story is about, establish its tone, and entice you to read … [Read more...]
Content Strategy as Problem Solving
How many times has someone come to you and asked, “Can you make me a video?” or “Can you help me create this email newsletter?” or “We need a website, can you do this?” What do these requests have in common? In each instance, the requestor is leading with the solution, rather than articulating the problem. You might ask, why a video? What are you trying to communicate, and to whom? Is a video the best content type to support your message? … [Read more...]
Respect Your Audience With Readable Content
Recently, I was reviewing a website and came across a page geared toward international students. Reading the copy, I realized English would not be the first language for the target audience. Immediately, I felt my brain shift into a different gear. Beyond assessing the value of the content, I began closely scrutinizing diction and syntax. How many syllables in this word? How many clauses in this sentence? Would the density and complexity of … [Read more...]
Content Strategist Job Descriptions in Higher Ed
From conversations with our peers and an occasional scan of the job boards, we observe that more universities are beginning to hire content strategists. This is great news! It means that administrators and senior leaders are recognizing the value of their web content and the work required to manage it well—and hiring accordingly. But what should go into that job description? What are the key responsibilities and tasks we need to … [Read more...]