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Brand Trust: The Truth About Statistics

As a marketer, I’m always on the hunt for relevant statistics that support my content and promote brand trust. I’m also a former journalist. With that in mind, I make sure the statistics come from original and credible sources that I can cite. Not everyone is as careful.  That’s bad. People

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Printing blocks spell "Adventure" image on web copy blunder: beware of J Peterman Syndrome

Web Copy Blunder: ‘J. Peterman’ Syndrome

Does writing web copy sometimes remind you of those “choose your own adventure” books from your childhood? In these books, you could turn to page “x” if you wanted the protagonist to go down the staircase into the dark and foreboding basement. Alternatively, you could turn to page “y” if

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Image of coffee splattering out of a cup - Fool me once – shame I won’t be visiting your website again

Fool Me Once – I Won’t Be Visiting Your Website Again

April Fools’ Day is this Friday. This is perhaps the only date on the calendar when benign cruelty is celebrated, apart from Black Friday. One of the most effective April Fools’ jokes my daughters played on me preyed on my pre-first-cup-of-coffee state. I stumbled into the kitchen, making a beeline

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Questions Marks on a neutral backdrop content marketing tips

These 4 Questions Can Make or Break Your Content

When a client gives you the green light to create content, it can be tempting to jump in and start writing instantly. To shield yourself from stress and scope creep, nail down answers to four key questions. These questions are critical. You don’t want to start drafting if you don’t have

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