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How to write a link that’s the right length

Give visitors enough information to decide to click Think of links as the Goldilocks of microcontent: Some links are too...
Channels / Skim, scan, read / Web
<strong>Click here</strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.

Why writing links well is so important

Get clicked by writing good link text Users look for links on pages like puppies look for your best shoes....
Channels / Skim, scan, read / Web
<strong>Don’t let your head get cut off</strong> Write online headlines that don’t get cut off by Google, social, mobile screens — or your reader’s attention. <a href="https://www.istockphoto.com/photo/measuring-tape-in-hand-gm1022503142-274515323" target="_blank" rel="noopener noreferrer"><em>Image by berkay</em></a>

How to write short online headlines

Web heads must fit on mobile apps, more Not everyone wants to play, "What's the last word in the headline?"...
Channels / Skim, scan, read / Web
<strong>Give the people what they want </strong><em>Information I can use to live my life better</em> travels further and faster on social media. <a href="https://www.shutterstock.com/image-photo/hand-writing-helpful-tips-black-marker-127072601" rel="noopener" target="_blank"><em>Image by Ivelin Radkov</em></a>

How to write status updates that go viral?

Be an informer, not a meformer “How do you find time for social media?” my speakers’ network e-zine asked subscribers....
Channels / Content marketing
Make mine to go With more than 50% of your audience members engaging with your channels via smartphone, it's time to make your message mobile. Image by Gustavo Spindula

Mobile makeover for depression post

Communicator transforms piece for the small screen Make mine to go. Make mine to go With more...
Channels / Web
<strong>Hard copy</strong> Reading on a smartphone is tough, thanks to five major usability issues.

5 obstacles of mobile reading

Screen size, fat fingers and more Reading your web page on a smartphone is like reading War and Peace through...
Channels / Web
<strong>Write about the reader</strong> We think the topic is the topic. But if you want to get read, make the reader the topic of every release. <em>Photo by <a href="https://www.flickr.com/photos/_flood_/" title="Flood G." target="_blank">Flood G.</a></em>

Rethink the release

Focus on the reader, not on PR 101 approaches When Rachel McGrew, manager at Osborn Barr PR, wrote a press...
Channels / PR
Sell a story, not a product

Sell a story, not a product

The media's not shopping for a commercial Journalists aren't looking for commercials. They're seeking stories. So pitch a story, not...
Channels / PR
test

Shake it up

Osborn Barr reimagines a press release When Rachel McGrew, manager at Osborn Barr PR, wrote a release about a client...
Channels / PR
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