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What does DITA look like?
Tech Whirl
For authors and others embarking on implementation of Darwin Information Typing Architecture, it can be very helpful to get a preview of exactly what you'll be working with before the implementation gets underway. This article answers the typical question authors have: what does DITA look like?
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How to bring emotion to your retail content through artful storytelling
Skyword
Writing retail content may not seem akin to crafting fairy tales, but the two do share at least one thing in common: the potential to establish an emotional connection with the reader. Appealing to audiences through their emotions is a powerful tool for connecting consumers with brands and establishing brand loyalty. Here are five storytelling techniques that can help bring emotion to your lifestyle writing.
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How to write better copy while barely trying: 6 foolproof tips
Search Engine Watch
Despite what some experts will tell you, people do still read on the Web. Therefore, the copy on your website matters. The copy you use in ads, in video scripts, in blog posts, and in infographics matters. Your customers are reading and hearing your words and making judgments on whether they can trust you and what kind of business you are based on the words you use. Present the right image by writing better copy.
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SPONSORED CONTENT


4 inventive ways to distribute content
Econsultancy
There are plenty of standard ways to get people to look at the content you publish and they all have their various merits in terms of generating awareness, traffic and leads. The problem is that they also have their limitations. To really justify the investment you put into creating content, you want to get it in front of as many eyeballs as possible and often that means a bit of lateral thinking.
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Resources every content writer should know about
Business 2 Community
Whether you are an internet marketer trying to write a blog post or a writing copy for a website, you probably have some bookmarks and tools that you like to use. We all have our reasons for why you should have a blog, and in internet marketing and SEO the big trend is content marketing, so it's time for everyone to step up their writing skills. We all get writer's block at some point or another and need something to get the ball rolling.
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Content conundrum: The vanity vs. performance dilemma
Search Engine Watch
Not every piece of content you produce is great. Content can be a very subjective form of marketing. Some people like it, some don't, some care and some don't. Every day millions of pieces on content are produced on the Web. Does every piece of content have value? Does it serve a reader, author and business purpose? No. The rise of vanity metrics often distracts content authors from the true meaning and value of publishing great content.
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NEWS FROM STC


3 courses start next week in STC Summer School

The STC Summer School hits high gear next week as Leah Guren and Bernard Aschwanden start a trio of courses. The week kicks off with Aschwanden and Minimalist Writing on 7 July, then Leah Guren brings us TechComm 101 (starting 10 July) and TechComm 201 (starting 9 July) for those looking for a first or next step in their careers. Later in the month, Saul Carliner has a course for those ready to go even further, with TechComm Manager, starting on 15 July. The STC Summer School lets you get the skills and knowledge you need to advance your career. You'll learn directly from the instructor and also exchange ideas and tools virtually with the other participants in the program. See the link below for the full list of available sessions.
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STC dues drop for the final time this year: Now 30% off!

With the calendar turning to July, STC's membership dues drop for the third and final time this year. All new and renewing members can now get 30% off the regular dues. 2014 Classic memberships are now only $157.50 (reg. $225) and you still receive the full range of STC's career-building benefits. There's no need to enter a discount code, just select your membership and the discounted pricing will show up in your shopping cart automatically. Renew or join today and take advantage of everything STC has to offer.
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  FEATURED COMPANIES
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STC Community Balloon Race

The Community Member-Get-a-Member Balloon Race is in full swing! You can help your Chapter or SIG win great prizes just by telling colleagues and coworkers about STC. Every time you recruit a new member, you strengthen STC and your community. And each new member gets your community closer to winning. See the link below for rules, prizes, details and a toolkit. Not a member of a community? You can purchase a Chapter or SIG online at any time throughout the year! Log in at https://access.stc.org/PROD/iCommerce/MemberHome.aspx and select the "My Communities" tab to update your profile today.
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Flash sale! Save on STC webinars

With Canada Day and the Fourth of July this week, we figured we'd create some fireworks of our own to help all our members around the globe celebrate. So no matter where you live or what you're celebrating this week, check out STC's special "Whiz-Bang Firecracker of a Sale" and save on all currently scheduled live Web seminars! Members, act now and you can register for any webinar for just $39. That's $20 off the regular price! And nonmembers can register for just $119, a $30 savings. But like a sparkler on the Fourth, this sale fizzles out quickly. You must register by 11:59 PM EDT (GMT-4) on 3 July in order to save. Click below for the full schedule.
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Looking for a job? Looking for an employee? Check out the STC Job Bank

Employers search STC's Job Bank every day to find candidates with techcomm expertise. And employees post their resumes to find their next job in the field. Make your jobsearch easier with the STC Job Bank. Employers, use Job Bank discount code JULY15 to save 15% off any purchase through Friday, 11 July.
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IN THE NEWS


Please read these 297 words
Mark MacDonald
More people would read more books if they were shorter. Wouldn't you? More would pick up a 20-page book than a 500-page book, no? The thought of picking up a gigantic book hasn't crossed my mind since college — no matter how interesting it sounds. The majority of people agree. So, it makes sense that your website and communication materials need to be short. The problem? It's not easier to write fewer words.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    Death to content: Long live the editor (Econsultancy)
6 tips for writing better e-learning scripts (ASTD)
4 reasons to keep your content simple (Joe Latta)
Study: Displaying content by popularity encourages 'irrational herding' (USC News)

Don't be left behind. Click here to see what else you missed.


10 tips to master the art of writing micro-copy for social
Business 2 Community
Mark Twain hit the nail on the head when he said, "I didn't have time to write a short letter, so I wrote a long one instead." This is the challenge of writing micro-copy. If an elevator speech needs to be conveyed in the amount of time it takes to get from the first floor to the sixth floor in an elevator, a social media post needs to convey the same idea ... before the elevator doors even shut.
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Looking for similar articles? Search here, keyword: Copy.


Content heroes and heroines are made, not born
The Huffington Post
The heat, light, buzz and hype about all things social has overshadowed plain old content marketing for much of the last 2-3 years. But social media has failed to deliver for many businesses and for good reason. Getting on social media with no thought about content, as many have done, is marketing strategy gone awry. Every social media platform is crowded and competitive, in spite of what some marketers tell you.
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FEATURED ARTICLE
TRENDING ARTICLE
MOST POPULAR ARTICLE
What does DITA look like?
Tech Whirl
For authors and others embarking on implementation of Darwin Information Typing Architecture, it can be very helpful to get a preview of exactly what you'll be working with before the implementation gets underway. This article answers the typical question authors have: what does DITA look like?

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21 ways to make your boring trade blog interesting
Entrepreneur
Trade or B2B blogs have gotten a bad rap for being boring. In many cases, they deserve this reputation. But it's also become a self-fulfilling prophecy. B2B bloggers think that they can't be interesting. "I know for a fact that B2B blogs can be very interesting — brilliant, powerful, gripping, compelling, explosive and even viral," writes Neil Patel, an online marketing expert.

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Death to content: Long live the editor
Econsultancy
If the saying goes that content is King, today's warring agendas, varying competence and vulgar chaos would put Game of Thrones to shame. In the effort to rule their industry, almost every player has ended up churning out the same old slurry by neglecting a key element of creating great stories. It comes down to this: the world doesn't need more content, it needs better editors.

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Word wise: Get your but out of there
Tech Whirl
"But. However. Although. Do you ever use these words without contradicting anything? Sometimes I do, but I've come to see those instances as false buts. Let me try that again," writes Marcia Riefer Johnston, author of Word Up! How to Write Powerful Sentences and Paragraphs (And Everything You Build from Them). Taking out the but following "Sometimes I do" makes that statement more logical, clear and accurate.
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45 percent of millennials aren't compelled by content
Direct Marketing News
Savvy marketers recognize the value of content and embrace its future impact. These marketers have devoted countless resources to better serve content to the ever-elusive millennial. Despite all of this, 45 percent of millennials simply aren't interested in the content marketers currently serve, according to a recent study conducted by DigitasLBi, Razorfish, Tumblr and Yahoo.
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TechComm Today

Copyright 2013, Society for Technical Communication (STC). STC advances the theory and practice of technical communication. For more information about STC, visit www.stc.org.

Kevin Cuddihy, STC Media Manager, +1 (703) 522-4114

Colby Horton, MultiBriefs Vice President of Publishing, +1 (469) 420-2601
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Esther Cho, MultiBriefs Content Editor, +1 (469) 420-2671   
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