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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Chapter 22. Feeding the Customer Lifecycle

 

Grr! I hate shopping online. Hardly anyone writes product descriptions that answer my basic questions. #ux #contentstrategy

 
 --Twitter post viewed 18 Jan 2011

The quest for the right mix of content on a corporate site is like the quest for the holy grail, particularly for marketers. Marketing departments develop content that is clean, crisp, clear, and designed to lead visitors down a compelling and attractive path to the shopping cart. It’s a little like dating: use your best line and hope you get a date. In reality, however, consumer behavior doesn’t work that way.

Pick-up lines don’t always turn the heads of prospective dates, and marketing material doesn’t always turn browsers into ...

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