Content Insights Blog

To discover whether content works, we acknowledge the limitations of traditional surveys and focus groups. As fans of qualitative usability testing, we like to understand behavior, emotions, and reactions to content—rather than taking what a person says at face value.

The latest advances in neuroscience continue to reinforce the point that how we think we react does not match how we actually react. Content must tickle the right brain first and let the left brain analyze it afterward.  Read More >

In too many organizations, content and usability are woefully separated. How many times have you witnessed or experienced usability testing where there is a placeholder for content, rather than the actual content? Dr. Carol Barnum points out that usability testing without considering content misses the whole point.

In many organizations, content and usability often operate in different siloes. Why do they need to be working closer together?  Read More >

new year, new PROGRESS + possibilities

2012 has been an exciting year for content and for Content Science. It's a thrill to partner with clients in planning strategically for content that gets meaningful results. We wish you and yours a wonderful holiday season and a rewarding 2013.  Read More >

Over the past 2 months, I've trekked here, there, and everywhere to speak about digital content strategy and planning. Amazing? Yes. I wish I could box up each and every experience and share it with you. But that's the funny thing about events. You really do have to be there.

Instead, I'd like to share tidbits of my impressions, images, and insights.    Read More >

The wise Ginny Redish once said, "Too many usability tests focus only on finding information—not on how the information itself works for people.” Amen. But, why is testing whether content works for people a good idea? Why is it worth spending time and money? Let's look at five reasons why.

#5 - Show Progress Quickly

With content, many results take time to achieve. Domain authority doesn't happen overnight. Attracting more qualified sales leads doesn't happen in an instant. Changing perceptions of your brand takes longer than a blink of the eye. In the meantime, you need to involve your team or your client in progress. Why? To build and sustain your momentum. The Progress Principle explains a multi-year research study of work and momentum. Researchers Teresa Amabile and Steven Kramer note that  Read More >