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Latest news in content: Summer 2017

A round-up of the best advice, thinking, tools and news in content. This has all appeared in the fortnightly Scroll newsletter. (Sign up on the right, never miss out again…) Enjoy your summer!

News, thought pieces, advice

Content and emotions
Rule #1 for emotion-driven content: never assume you know how your user is feeling. Rather, focus on what you can do for them.

Mailchimp wins again
This is still the best tone guide around. That’s partly because they have focused on content types, so people know where they can vary tone as well as how to vary tone. That means this is more actionable than most. Annoyingly good.

Required reading for accessibility
Excellent, detailed advice and tools to help you meet AA compliance for accessibility. Good on the balance between font size, colour and contrast.

Government is service design
A classic by @mattedgar. Expresses why anyone who works in government, not just in digital, needs to develop design thinking capability. Required reading.

Practical tips and ‘how-tos’

How to get hired – advice for contractors
Top advice on getting hired, from an expert. Hetty Meyric Hughes is the Scroll partner in charge of matching contractors with jobs.

Voice and tone tables
Nice, simple way to explain tone and voice. Conveys a lot of information in an easy format.

How to SEO your video content
Excellent best practice advice, updated for 2017.

Tools

Distraction-free writing app
Of the many distraction-free writing apps around, we like Focus Writer the best. Good for working when it’s sunny outside.

And finally…

The Cat in the Hat style guide
The Bank of England uses Dr Seuss to train staff in the art of clear writing.

 

Must-read only: what’s new in content

Too much internet to wade through before you find the worthwhile stuff? Never fear – we read it for you, cut the dross and keep the best. Then we put it all together in this round-up of the latest thinking, advice, tools and events in content strategy and content design. (Hint: you can get this straight to your inbox if you sign up for the Digital Content Academy newsletter. Never miss out again…)

Practical tips and ‘how-tos’

How hashtags work
Hashtags have different effects on different social media. This explains how they work and how to get the best out of them.

Run a user journey mapping workshop
Brilliant post on how (and why) to run a user journey mapping workshop. Sample takeaway: you really don’t need a fancy template to create a user journey map. Digital agencies make these to justify their fees…

Make your content live longer
Publishing brilliant content is one thing. Sustaining its life is another. Here’s some good advice.

Tools, tools, glorious tools

Clever tools for UI writers
Some useful ways to mock up designs to help you test your UI copy, or explain it to developers or designers.

Trello for Slack
We’re one step closer to achieving mind-meld.

News, thinking, advice

It doesn’t matter what you call it
Struggling to explain what content strategists do? Put the work before the words. Client panics at the sound of a ‘content audit’? Call it a ‘content check’.

Cognitive pyschology and content design
Content designers need to be able to explain their decisions – it’s not enough to say ‘because it’s in the style guide’. What we do is based on sound evidence, and you can learn about some of that here.

A content designer is not just a web editor
Here’s how our friend Beck moved from writing words for websites to designing content based on user needs. (Take our content design bootcamp to get these skills.)

Forgotten your password?
So have 82% of other people. Here’s the latest thinking on design patterns for log in pages.

And finally…

“We’re going digital!”
Sigh.