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Text Version   RSS   Subscribe   Unsubscribe   Archive   Media Kit 30 July 2014

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How to create effective evergreen content
Advertising Age
As of late 2013, there were two blogs being created every second. As if this weren't overwhelming enough, your precious piece of content competes with some 152 million blogs that are now swimming around the Internet. While there is no doubt that viral content is this digital generation's claim to fame, the real test of a piece of content comes down to its ability to withstand the test of time and Google's dizzying deluge of updates. Just in case you missed it, Google is now rewarding content of all forms that can be classified as evergreen.
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Innovative e-learning: e-learning that sticks
Business 2 Community
At SVI, we diligently look to develop talent, but in some weird and wonderful ways. We believe our work can be instructionally sound and entertaining. We use a variety of mediums — instructor-led trainings, eBooks, mobile apps, webinars and, of course, e-learning. The challenge with e-learning is getting people more interested in the content, rather than focusing on how soon they can click "next." Here are a few e-learning best practices we implement at SVI in an effort to engage the audience so they'll stand a chance of remembering what we're teaching instead walking out (or zoning out) on the show.
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Looking for similar articles? Search here, keyword: e-learning.


The creative writer's guide to content writing
Skyword
"I hadn't originally considered content writing as a good outlet for my skills. It seemed too far a cry from what I was reading and writing. It occurred to me, though, that while the two crafts are certainly different, well-written marketing content shares many aspects with creative writing. I realized that applying and honing my skills on a content-creation level could be a great way to keep myself agile. On mornings when I'm having a hard time producing creatively, content-related prompts have helped me work out some of the kinks in my system, freeing up my mind to write what I'm most passionate about," writes Linsey Morse.
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Drawing a wall: Where 'technical communication' ends and graphic design begins
Tech Whirl
The oddly defensive term "technical communication" was created to challenge an imaginary wall between technical writing and graphics. Of course, most technical writers don't just write for a living. Back when technical writers worked on typewriters, some of them hauled out rulers and protractors to create simple charts; more complicated graphics might be handled by a draftsperson or graphic artist. Today, no tech writer would refuse a job that requires basic design tools — you can find the tools in every word processing and spreadsheet program.
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5 content questions to guide your site redesign
Search Engine Watch
There's a lot to consider when you decide to redesign your website, and there are even more people who want to be involved when it happens. Designers want to talk about building a better user experience. Development wants to upgrade the technology for mobile. And your SEO team wants to keep as many of your rankings intact as possible. But there are also important content questions to consider before revamping your website. Here are five important ones to keep in mind.
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Your headline matters — possibly more than your article
By Lauren Swan
When 86-year-old James Lincoln Collier wrote a newspaper column with a racial slur directed at President Barack Obama in the headline, he was probably expecting people to read his article and realize his overall agenda. Most didn't. When asked why he decided on that headline, he said that he chose it because it represented the unfortunate way many Americans still feel about Obama. Stories regarding his article title have circled around the news media. What does this signify? That your headlines matter.
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NEWS FROM STC


New live Web seminars added for August

Three new online courses have been scheduled this summer. On 5 August, Joe Gollner is presenting a session titled "Jumping to Light Speed: Adapting to Global Realities." On 20 August, Ellen Buttolph will speak on writing for the Web in her session "Beyond the Manual." And on 21 August, David Dick discusses "Designing Documentation with Users in Mind." See a topic of interest to you in the list? Register today to learn directly from the instructor and also exchange ideas and tools virtually with the other participants in the program. The link below provides a full list of available sessions.
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STC dues drop to 30% off; added discount for new members

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. And new members can use discount code WELCOME to get the $30 enrollment fee waived. Renew or join today and take advantage of everything STC has to offer.
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Summit@aClick available for purchase

Summit@aClick is top techcomm education on demand, a collection of online recordings of the 2014 Summit sessions with audio synched to PowerPoint (along with access to speaker materials when available). The Summit offered over 80 sessions, and Summit@aClick will include almost all of them! This year's edition is now available for sale; members pay $199 through 31 July ($249 after) and the nonmember price is $499. You can return to the sessions again and again throughout the year, providing a valuable resource to you and your department. Click below for more information and to purchase; you can also see a free sample session on the Summit@aClick website.
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STC Community Member 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 current standings in the race. 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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Save on STC dues and enter to win a $75 Amazon Gift Card!

Join STC now and receive a special half-year dues rate ($45 off current prices) AND a chance to win a $75 Amazon gift card. You will receive full membership benefits for the rest of 2014 at a discounted price. Use code CLASSIC in your checkout cart and save on dues plus be automatically entered to win a $75 Amazon Gift Card. Offer ends 1 August 2014.

Already a member? Copy and send this offer on to a colleague.

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IN THE NEWS


5 technologies that are changing the way brands make content
Econsultancy
Five years ago, if you were a brand and you wanted to make a video, you went to a video agency, begged them to make it more viral than h5n1 and paid through the nose for the privilege. If you wanted an infographic you went to a design agency, if you wanted to write editorial you went to a PR agency etc ... Your content creation was almost completely outsourced and, unless you had a reasonably serious budget, a great content marketing campaign was probably beyond you. That couldn't be further from the truth today.
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32 free (and almost free) content marketing tools
WordStream
Marketers get by with a little help from their friends — well let us introduce you to 32 new content marketing friends to help make your job a little easier. Note: The aim was to only list free content marketing tools, but there are a few paid ones in the mix as well (freebies only get you so far). Unless marked as a paid tool, all content tools listed here have at least some kind of free offering.
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TRENDING ARTICLES
Missed last week's issue? See which articles your colleagues read most.

    8 content marketing tips for when no one reads your content (The Huffington Post)
6 tips for a data-driven content strategy (Tech Cocktail)
Study: How to design a content hub with user experience in mind (Skyword)
Building a DITA content strategy (Tech Whirl)
How to create engaging email content to drive conversion (Econsultancy)

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


The 4 cs of customer engagement: The people want content!
Clickz
Turns out that what people want is more content and fewer offers. A whopping 64 percent of customers would like to receive more content from their grocers, and 83 percent feel that their retailers are not providing sufficient information and resources to help them meet their lifestyle goals, according to a recent study by global consulting firm emnos. This suggests that marketing engagement will be more than just what is on sale, and must include relevant content like a recipe or whitepaper or fun fact or tip of the day.
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FEATURED ARTICLE
TRENDING ARTICLE
MOST POPULAR ARTICLE
6 tips for a data-driven content strategy
Tech Cocktail
What makes one business stand out from another online? It's not a flashy website or the best search rankings, although they may play a role. Instead, it's about data. For this reason, data-driven content strategies are more important than ever. Follow the six tips below for best results.

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Focusing on writing about 1 category may be the best content strategy for your blog
Business 2 Community
Broad niches and categories like online money making ideas, Web design, blogging tools or social media marketing are heavy subjects. It's difficult to be competitive when there's just so much information already available for consumption.

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8 content marketing tips for when no one reads your content
The Huffington Post
Congrats on posting your infographic, blog, video or webinar. One problem: Uncle Jeb is your only reader. So what should you do?

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The beginner's guide to organizing content on mobile-friendly designs
The Next Web
As of March 2014, the average U.S. consumer spends two hours and 42 minutes per day on their mobile devices, according to analytics service Flurry. Though the majority of this time is spent using apps (primarily games and Facebook), 14 percent of time spent on iOS and Android devices is spent on a Web browser. As such, implementing a mobile-friendly website for your business is imperative to giving the 61 percent of U.S. consumers who own smartphones (as of 2013) the best possible digital experience.
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10 creative ways to use lists in content marketing
Business 2 Community
Lists are everywhere and the headlines with lists are proliferating faster than rabbits imbibing unlimited amounts of Jack Daniels. Anybody and everybody is using embedded lists in their content. Or, they are writing "mea culpas" vis Medium, exposing every aspect of their personal and professional lives. Great content is somewhat list driven and we can all thank smartphones for some of this popularity. Your content is getting reduced to a small screen: so no lists, maybe no reads.
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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.

Liz Pohland, STC Director of Communications, +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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