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Author: Catherine Toole

Catherine Toole

I'm the founder and ceo of the British digital copywriting agency Sticky Content.

A former press journalist, I've spent the past 15 years bringing my expertise to web, email, mobile and social media content projects for a wide range of clients, agencies and government departments.

I've become a well-known speaker in the UK and currently sit on the executive committee of the British Interactive Media Association (BIMA) as well running content strategy seminars for the Nielsen Norman Group worldwide.

If everyone’s a publisher now, when will we start acting like it?

What every marketer, product manager, web owner and CEO currently craves is commercially advantageous fame, via the deployment of killer content.

If you’re getting into content production on a serious scale you need systems, hierarchy and good old-fashioned editorial quality control.


Content trends: six things everyone’s talking about

We're nearly halfway through 2012 and there are some clear content trends emerging.

Here are the top six hot issues we’re discussing with content owners…


Feedback fail! How too many stakeholders spoil the content...

Does your content quality take a nosedive at stakeholder signoff rounds? Here's how to avoid 'content by commitee'.

"What’s the biggest obstacle to better quality content in your organisation?" I ask at the start of each content strategy seminar. And somebody (often several somebodies) will reply, with a sigh, “stakeholders”. 

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How to STOP writing rubbish copy on your website

So, "Rewrite your site” came in at number one in the Top five things you need to do online in 2010. What a shame most companies will mess that job up quite atrociously.

And for one simple reason: they’ll ask far too many people what they think...


What happens in Vegas: Nielsen Usability Week (day two)

It’s 7.30am on day two of Nielsen’s Usability Week in Caesar’s Palace Las Vegas and let’s just say I’m pleased they’re pumping pure oxygen into the casinos...

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What happens in Vegas: Nielsen Usability Week (day one)

Nerves kick in as I weave my way past rows of fat people munching on fried chicken and simultaneously shoving coins into slot machines. I’m looking for Caesar’s Palace Conference Center but all I can see is a giant bust of Nero and rows of busy blackjack tables. It’s 8am.

At 9am, having eaten my own way through a Vegas breakfast buffet the length of a tube carriage, I’m ready to present six hours of brand new material onhow to write cost-effective customer care copy at Jakob Nielsen’s Usability Week.


Web editors: 5 reasons to love standfirsts

Better search results, higher clickthrough rates, more targeted traffic, improved usability… why every web writer should embrace standfirsts.

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Web text that's worth it: the six most underrated types of digital copy

Digital copy is underappreciated, underrated and - astonishingly - still the poor cousin of the web relaunch process.


'To blog badly is better than not to blog at all'. Discuss...

“What we need is a blog”. The six words calculated to strike doom into my heart.

As web managers worry increasingly about not being ‘2.0 enough’, I hear this more and more…


My 7 deadly sins of writing for social media – am I right?

I'm compiling a list of the biggest mistakes marketing professionals make when planning, writing and commissioning social media content. The results will be announced at next week's Online Marketing Show. If you have a strong opinion to share on copywriting 2.0, then this is for you...