Archive for the 'Marketing & Branding' topic

UIE Article: Content Marketing Sustains the Conversation

This week, we reprint an article written by Ahava Leibtag that examines the importance of content marketing when competing for the audience’s attention. Here’s an excerpt from the article: Content marketing centers on the idea of having a conversation—the natural give and take that happens when people communicate. It is the difference between saying, “Buy […]

UIE Article: A Definition of Content Strategy

This week we reprint an article from Jonathon Colman where he shared his thoughts on content strategy. Here’s an excerpt from the article Remember: useful and usable. This is why content strategists aren’t content marketers. This is why content strategy isn’t the same as (nor anything like) content marketing. Furthermore, content strategists aren’t just “weak information […]

Expand upon Traditional Content Strategy by Folding UX
into the Conversation

In our February 20 virtual seminar, Ahava Leibtag shows you which techniques you can use to make content marketing work across organizational silos. She’ll show you how to explain content marketing to stakeholders, set up a pilot program in your organization, and collaborate on content that can be measured. You’ll learn how to Understand the […]

Kate Kiefer Lee – Voice and Tone Live!

Given the amount of communications a user takes in on a daily basis, how you speak to them is incredibly important. The “voice” a company uses contributes to the establishment of the brand as well a creates a distinguishing identifier that sets it apart within the daily deluge of content users encounter. A consistent voice can help a user feel comfortable and familiar with your organization.

Stephanie Hay – Building Trust with Your Users through Messaging and Copy

Ever wonder how many “World’s Best Coffee” signs exist in the world? The world is a big place, so that claim may or may not be entirely accurate. These days, with social media being so prevalent, it’s important that your messaging is truthful and that your product or service delivers on those promises. Otherwise you run the risk of losing the trust of your customer base, and scaring away potential users.

UIEtips: Tone and Voice – Showing Your Users That You Care

In this week’s UIEtips, Kate Kiefer Lee explains why it’s important to pay attention and understand the difference between voice and tone. Here’s an excerpt from the article Voice and tone. Tone and voice. Though the words “voice” and “tone” are often used interchangeably, they’re not synonyms. Our voice makes us unique, and our tone […]

Don’t Design For Everyone: A Lesson from Cirque de Soleil

Before Cirque de Soleil, if you thought about a circus, you thought about elephants and lions and poodles that jumped through hoops of fire. The animals were there to make the kids happy. Cirque decided to do something different: no animals. Because they chose no animals, their costs dropped tremendously. It turns out that moving, […]

Experience and the 4 Ps of Marketing

Thanks to Marco Dini for translating this post to Italian. Co.Design published an article asking why business schools are still teaching the four Ps of marketing when three of them are dead. Great article if you ignore the premise, which I think they got completely wrong. For those of you who haven’t stumbled across the […]

UIEtips: Making a Brand Investment Through Experience

I always thought this request was a myth: “Can we make that logo bigger?” Yet there I was at the table and the stakeholder, with no sense of irony, said those very words. Out loud. I was stunned. “We paid a lot of money for that logo,” he continued, “and we need it to establish […]

UIEtips: The Magic Behind Amazon’s 2.7 Billion Dollar Question

Ratings and reviews can generate quite a lot of money. Who hasn’t asked a friend, peer, or family member their opinion on products or services, especially on something you’re about to purchase? A simple, “it did the job” or “it’s worth the money” is enough to convince most people to complete their purchase. How these […]