“Writing for Your Audience — The Message, the Words, the Plan” – Business Sense Workshop, March 2017

The Slides

The Self-Promotion

• Blend Interactive
• Now What? Conference 2017
• Eating Elephant: A Blog About Content Strategy

The Stats You Shouldn’t Care About

Chartbeat: “Why Publishers are Killing Pageviews to Capitalize on Reader Attention”

Nielsen Norman Group: “How Little Do Users Read?”

ResearchGate: “The effects of reading speed and reading patterns on the understanding of text read from screen”

CoSchedule Blog: “How To Get People To (Actually) Read Your Content”

Message

• Corey Vilhauer: “Audiences, Outcomes, and Determining User Needs” (via A List Apart)
• C. David Gammel: Online and On Mission
• Sara Wachter-Boettcher: Content Mad Libs
• Margot Bloomstein: Content Strategy at Work (and a sample chapter on message architecture)

Writing

• Kate Kiefer Lee and Nicole Fenton: Nicely Said
• Mailchimp: Voice and Tone
• Kate Kiefer Lee: “Tone and Voice: Showing Your Users That You Care” (via UXMag)
• MOZ: “Myths and Misconceptions about Search Engines”
• 500 px Terms of Service
• Gov.UK: Bringing food, animals or plants into the UK
• Plain Language dot gov

Governance

• Tufts University Style Guide
• Purdue Online Writing Lab Style Guide
• South Tees Hospitals Style Guide
• North Carolina Agricultural and Technical State University Style Guide
• Montana State University style guide
• Ginny Redish: Letting Go of the Words
• Melissa Rach: “The Dirt on Editorial Calendars” (via Brain Traffic Blog)
• 2010 Realtor Magazine editorial calendar
• Corey Vilhauer: The Smashing Book #4: New Perspectives on Web Design, “The Two Faces of Content Strategy”