Articles

Topic: Content Strategy

Avoid Format-Based Primary Navigation

June 8, 2014

Format-based navigation, such as links to Videos, at the top levels of a website’s information architecture lacks sufficient context and information scent for topic-focused users.

Consistency in the Cross-Channel Experience

October 27, 2013

A consistent user experience, regardless of platform, is one of the 4 key elements of a usable omnichannel experience. Consistency across channels helps build trust with customers.

SEO and Usability

August 13, 2012

What makes a website good will also give it a high SERP rank, but overly tricky search engine optimization can undermine the user experience.

Photos as Web Content

November 1, 2010

Users pay close attention to photos and other images that contain relevant information but ignore fluffy pictures used to 'jazz up' Web pages.

Corporate Blogs: Front Page Structure

August 9, 2010

Showing summaries of many articles is more likely to draw in users than providing full articles, which can quickly exhaust reader interest.

Velocity of Media Consumption: TV vs. the Web

November 24, 2009

The granularity of user decisions is much finer on the Web, which is dominated by the instant gratification of the user's needs in any given instant. Content must cater to this rapid pace.

Long vs. Short Articles as Content Strategy

November 12, 2007

Information foraging shows how to calculate your content strategy's costs and benefits. A mixed diet that combines brief overviews and comprehensive coverage is often best.

Write Articles, Not Blog Postings

July 9, 2007

To demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.

Informational Articles Must Ask For the Order

August 23, 2004

Unless you have explicit links to product pages from article content, users who visit articles directly from search engines might never realize that you sell related products.

Low-End Media for User Empowerment

April 21, 2003

Fancy media on websites typically fails user testing. Simple text and clear photos not only communicate better with users, they also enhance users' feeling of control and thus support the Web's mission as an instant gratification environment.

Celebrating Holidays and Special Occasions on Websites

October 28, 2002

Even small holiday decorations can increase joy of use and make websites feel more current and more connected to users' lives and physical environment. The key is to commemorate without detracting from your users' main reasons for visiting the site.

Content Creation by Average People

October 1, 2000

To take the Internet to the next level, users must begin posting their own material rather than simply consuming content or distributing copyrighted material. Unfortunately most people are poor writers and even worse at authoring other media. Solutions include structured creation, selection-based media, and teaching content creation in schools.

Video and Streaming Media

August 8, 1999

Most streaming video is useless; instead use higher-quality downloadable clips and short segments that can be chosen from a menu. All multimedia needs plain-page previews.

Content Integration

June 27, 1999

Web services often collect content from separate sources and present it to users in a single interface. Making such integration usable requires unified meta-content.

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