Discipline
Best practices for copy and content strategy
The dimensions that turn on language: whether the words match how buyers describe the problem, whether the position is substantiated, and whether the library stays worth retrieving.
Dimensions this discipline owns
Brand Integrity
Audience Language
Does the site use the language, needs and questions of the audiences it serves?
Brand Integrity
Brand Voice
Does the organization sound distinctive, confident and consistent?
Brand Integrity
Content Vitality
Is the site alive with recent, relevant and authoritative content?
Standards this work inherits from
- Jobs-to-be-Done
- Plain-language standards
- Search intent research
- Content lifecycle management