The importance of editorial content on the web

I’ve often felt that editorial content on the web is the poor cousin of both design and coding. Pepi Ronalds feels the same and writes about it in this recent A List Apart article where she makes several excellent points, which can be summarized as follows:

  1. think about editorial content right at the beginning of the project,
  2. hire an appropriately trained editor or writer for the job (Pepi explains more about this),
  3. if at all possible don’t leave it to the client, and
  4. certainly don’t leave it until the end of the project.

In this companion piece from a couple of weeks back, George Oates speaks about how obsessed the team at Flickr are with the site copy and how editorial tone can influence user behaviour.

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