Swiss army knife with pen, twitter logo and facebook logo
Swiss army knife with pen, twitter logo and facebook logo
Intelligent content is reusable, discoverable, reconfigurable and adaptable.

Have you ever examined how your company creates, publishes and distributes all the content that goes into selling and servicing your products? Chances are, it’s a pretty complex process, especially if you’re a large organisation. And if your content development system is inefficient, it could be negatively impacting your employees’ productivity and the return on investment on your content.

Symptoms of an inefficient content development system include silos between departments that create content. It also includes outdated practices such as crafting content for one output channel at a time. …


Does your brand communications strategy work? Discover a technique to ensure your messaging reflects your unique purpose, and resonates with your audiences.

A hand holds a glass ball in a forest underneath some trees
A hand holds a glass ball in a forest underneath some trees
Get rid of the fluff in your messaging. Focus on what matters. Photo by Emmanuel Holveck — Lafay from Pexels

“We’re on a mission to change the world. But we know it’s not easy — that’s why we’re pushing boundaries and challenging norms. Innovation and creativity are not just buzzwords at [insert company name here] — they’re part of our DNA. What unites us is a relentless drive to transform how you [insert consumer activity here], while nurturing our communities and rebuilding the world we live in.”

If this paragraph sounds familiar, it’s because in today’s age of companies trying hard to connect with their audiences, brands are starting to sound the same.

Don’t get me wrong, dear reader. Aspirational narratives are extremely important. They enable leaders to inspire and motivate employees to work towards something far bigger than themselves. It’s why companies are able to make a real impact.

But when countless companies also claim they are ‘transforming’, ‘reinventing’ or ‘revolutionising’ a product or…

Azza El Arabi

UX writer, Content Strategist. Lifelong learner. When I'm not writing or reading about user-driven communications, I'm travelling and chilling with my cat.

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