Contractions: don't just ban them all

Blanket bans on words like ‘can’t’, ‘won’t’ and ‘should’ve’ are impractical and hard to implement. Try a more flexible approach...It’s not uncommon to come across an editorial style guide that...

04 September 2014

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Are you Team Title Case or Team sentence case?

We look at the advantages and drawbacks of these two styles of capitalisation – and explain which side we’re on It’s an age-old debate. Should your web page headings and navigation titles be in title case, or sentence case? First, a...

28 August 2014

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7 ways to think like a journalist when creating content

Creating good content is so much more than regurgitating an annual report. To do it well, you need to think like a journalist. Know your audienceListening to your audience and successfully interpreting their needs and wants is a core journalistic skill...

21 August 2014

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Call that a tonal value?

Tonal values help to create a consistent way of talking to your audiences. So how do you know which ones are right for you?Most organisations want to find a way of sounding that sets them apart from their competitors. Tonal values are the foundation for...

14 August 2014

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3 problems with information-rich websites and how to solve them

If your website carries a large amount of content, be careful you don’t overwhelm the user. See our 3 most common user moans and how to fix them.When you have a dense, information-rich website, it can be a useful resource. Sites like Gov.uk or...

07 August 2014

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How to brief in a good infographic

Infographics have proved to be a powerful format for content marketers but getting them right takes careful planning and preparation. Here’s how to brief in a good infographic. Define your strategyThe first thing you need to do before you brief...

31 July 2014

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In praise of Lorem

Misleading placeholder text can cause problems. Luckily, there’s an elegant solution – one that’s been around for centuries. Here’s why Lorem ipsum is so useful…Placeholder or dummy text is put in wireframes or designs to...

24 July 2014

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Content marketing dictionary: jargon distilled

Evergreen content. Listicles. Telling stories. We cut through the jargon to give you the lowdown on a few key content marketing phrases…Call to actionA trigger that will hopefully inspire a customer to take action – like buying something,...

17 July 2014

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