Archive — Content strategy

Content strategy: Beware the chatty tone of voiceLauren EllisHumanising Technology Blog

"Beware the chatty brand voice"

The perils of using an overly-familiar tone of voice in your copy. There are some cracking examples here of support content that prioritises daft quips over getting to the point.

You’ve ordered a package and you want to know how long delivery will take. It’s a straight forward question, so you would expect to find out quickly and easily. What you don’t need is a couple lines of heavily branded content standing between you and your answer. You just want to know how long the delivery will take…

Users are task-led and time-poor.

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The FAQ as advice column

The FAQ as advice column

FAQ sections are derided by most content designers, myself included. But (as usual) it is not necessarily the format itself that’s the problem. Normally, the real problem is bad implementation.

This piece by Caroline Roberts makes a provocative case in favour of FAQs, by comparing them with advice columns.

The FAQ structure has held up for so long because it is a brilliant pattern. Think the Socratic method. Or the catechism. Or Usenet. Or “FAQs about FAQs.” Or — you guessed it — “Dear Prudence,” “Dear Sugar,” or any other popular advice column. Users will always have questions, and they will always want answers.

What makes FAQs troublesome is incorrect or lazy use. Lisa Wright has already shared what not to do, but perhaps the best way to start an FAQ is to choose each question with great care. For example, advice columnists spend plenty of time selecting what questions they will answer each week.

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