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Articles, guides, reports, tools and templates for people working in content.

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  • Guide

    Brand voice: a guide for content strategists

    The four facets that help you find your authentic brand voice, and use it to elevate your content and enhance your user experience.
    Content design and creationContent strategy
  • Case study

    Creating a brand voice for Samaritans

    How I helped Samaritans develop a new brand voice that could flex across audiences without losing its personality.
    Content design and creationContent strategy
  • Opinion

    Whether or not to delete content

    Whether or not to delete content is one of those ‘big’ content questions. It can be a polarising one too. So what’s the right answer?
    Content strategy
  • Opinion

    What 7,500 Lego pieces taught me about IA

    What do Lego and information architecture (IA) have in common? Yes, I’m doing one of those ‘what can we learn from a totally unrelated thing?’ posts.
    Content strategyContent design and creation
  • Opinion

    A content audit is a toothbrush for your website

    Auditing is the content equivalent of showering and brushing your teeth: it’s basic hygiene. Plus, the benefits are huge. So why isn’t everyone auditing all the time?
    Content strategy
  • Opinion

    Less is more when it comes to content strategy

    What Educating Rita can teach us about how to write a strategy that’s a map not a maze.
    Content strategyContent leadershipCollaboration and influence
  • Opinion

    A website is never ‘done’

    One thing I’d love to change about how people see their website or content, is the idea that this is work that can be ‘finished’.
    Operations and governanceContent strategyContent design and creation