“Our websites could help people help themselves—and the people around them—by guiding them into good decisions… When I think about that potential, I’m convinced that we have more than an opportunity to say the right words at the right time. We have a responsibility to do so. Let’s embrace the responsibility, not shirk it, by investing in words that zing.” – Colleen Jones

Read more in Colleen’s article “Words that Zing.”

1. Content is an opportunity to make customer relationships flourish
2. Content is not a nice-to-have extra. Content is a star of the user experience show.
3. Technology creates the context for persuasion, but content persuades

“Technology creates the context for persuasion, but content persuades. Technology helps get content to the right people at the right time. The content still has to influence. Delivering the wrong content at the right time is as bad as delivering the right content at the wrong time.” – Colleen Jones

Read more in Colleen’s article “An Almost Perfect Storm.”

1. Content is not a nice-to-have extra. Content is a star of the user experience show.
2. Content is an opportunity to make customer relationships flourish
3. Persuasive, useful content gives you the winning edge

“If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.” – Colleen Jones

Read more from Colleen in her article “The Debut of Usable, Influential Content” from ASIS&T’s August/September 2009 Bulletin.

1. Technology creates the context for persuasion, but content persuades
2. Content is an opportunity to make customer relationships flourish
3. Persuasive, useful content gives you the winning edge

“View content less as a means of transacting relationships and more as an opportunity to make them flourish. With that perspective, you will be more likely to take the time to craft content that cultivates deeper relationships with your customers—and that can transform them into your advocates.” – Colleen Jones

Read Colleen’s article “Using Content to Grow Customer Relationships” for more thoughts on the importance of solid web content.

1. Content is not a nice-to-have extra. Content is a star of the user experience show.
2. Persuasive, useful content gives you the winning edge
3. Investing in the customer experience turns customers into advocates

“Usability and technical performance only get you on the playing field. What gives you the winning edge is persuasive, useful content….Let’s get serious about content, for it’s key to helping customers and differentiating our companies, our products, ourselves.” – Colleen Jones

Read Colleen’s article “Content Is More Than Copy” for her explanation of the importance of focusing on content in your designs.

1. Content is an opportunity to make customer relationships flourish
2. Content is not a nice-to-have extra. Content is a star of the user experience show.
3. Technology creates the context for persuasion, but content persuades