Easy ways to undermine marketing with content strategy
Does your content deliver on your marketing promises?
“Our products lead the industry…”
but we can’t create a decent mobile experience.
Karen McGrane writes in the Harvard Business Review:
You don’t get to decide which device your customer uses to access the internet. They get to choose. It’s your responsibility to deliver essentially the same experience to them — deliver a good experience to them — whatever device they choose to use.
Any claim of cutting-edge industry leadership must be supported by a good web site experience, and that includes the mobile experience.
“We serve clients in 47 countries…”
provided that they speak English, because we do not offer localized products or content. Also, we use a lot of jargon in English, so good luck to customers with limited English proficiency.
“We care deeply about our customers…”
but only those users with perfect color vision, excellent fine-motor control, and pristine hearing. We use tiny, trendy low-contrast type. We do not provide alternatives to mouse-based navigation. We make heavy use of video, and we do not provide captions as an alternative to listening to the video.
“Our product offering is flexible and configurable…”
but our web site doesn’t work on Safari.
“We offer a luxury experience…”
as long as you don’t need help charging the batteries because that document is incomprehensible in any language.
I’m not sure why, but it makes me think of this:
Great little post, and the classic quote by Stinger is just awesome. 🙂
Short, succinct, and spot-on.
“…with bad content strategy” or “…with content strategy assumptions”
Sure, but that’s too many words!