We live in a global context. So when you’re creating a marketing campaign, you need to think about its implications across many cultures, especially in Canada, whose culture was famously described as a mosaic, not a melting-pot. And things can change as a result of world affairs. In this post, I will explore some recent examples, which are funny, but they demonstrate the need for cultural competence. This means including people with different cultural backgrounds in your marketing team.
(more…)Tag: content writing
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Identity-first language
Many websites advise people to use person-first language when referring to disabled people (e.g. “a person with a disability”). But many disabled people prefer identity-first language (e.g. “a disabled person”).
Carnelian Web Services follows the social model of disability, which points out that disability is imposed by social attitudes and the built environment. We use identity-first language where appropriate (see our Accessibility Policy). But we will always be guided by how people describe themselves.
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How to spot AI-generated content
Once you’ve read about a dozen AI-generated articles, you start to recognize ChatGPT’s style. Today I saw two articles on Facebook, one that seemed to be pure glurge (emotion-provoking content that was probably not true, or a distortion of the truth), and another that was true but exaggerated (for the sake of engagement, I assume).
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Building Trust
Making your website and emails look professional is a big part of building trust in your business. Sounding human is also a good idea. I am starting to recognize ChatGPT’s writing style—and I don’t like it.
What are the ingredients of a professional website or email?
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Microformats
Microformats are a way of marking up standardized data so that search engines, AI tools, and calendar tools can process it. Adding them to your site helps AI tools and search engines to rank your website higher in search results.
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Understanding Generative Engine Optimization (GEO)
Many people are now searching the web using AI. The measurement of how your website will be ranked in AI search results is called Generative Engine Optimization (GEO), or AI Engine Optimization (AEO).
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About that “free” website…
There’s no such thing as a free lunch… and there’s no such thing as a free website either.
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Holding out for a Hero
A hero is a content block that has a big bold image, a headline, a short explanation, and a call-to-action (either a button or a really short sign-up form).
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Landing Pages
A landing page is aimed at a specific audience. Its goal is either generating leads, getting people to sign up for your newsletter, or making sales. It is used for landing on your site after someone has clicked a link from a social media ad or a campaign email.
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Does Your Website Reflect Your Values?
Your values are how you show up in the world as a human, so it would be strange if your website did not reflect your values.
Values are not the same as politics, although they do affect how you vote and what you campaign for.
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The Craft of Editing
Writing is a process of constant editing and revision. When the dreaded red or blue squiggle appears under the text you’ve just written, it can induce frantic back-tracking and even self-doubt. If you don’t know where to start, staring at a blank screen can be disheartening.
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Design and Development
What’s the difference between a designer and a developer? A lot of people assume that these terms are synonymous, but they are increasingly found on different teams in large organizations. There are other roles in the software development space that are also needed to ensure that the finished product is reliable and usable.
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Choosing a CMS
A content management system (CMS) is a system for storing all of your web pages, templates, images, and other assets in one place and displaying it on the web. It allows people with little or no knowledge of coding to edit content for your website.
Choosing a CMS is tricky. There are many systems available, and several factors you should consider in the selection process.
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Plain English
Plain English, sometimes referred to as plain language, is a way of writing clearly and simply to convey information. It is especially important for websites, whether they are government or business. It is necessary because not everyone reading your writing has English as their first language, and if you are explaining something complicated, it helps everyone to understand.
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Getting the Tone Right
Writing for the web requires a different style of writing than other formats. You need to be succinct, but also clear. Getting the tone right (not too formal, not too informal) is important.
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