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The Academy


WordCamp Boston 2016: Creating Intuitive Editing Workflows That Clients Love

Thanks to everyone who came out to WordCamp Boston and attended my early morning tolk on Editing Workflows in WordPress.

As WordPress has evolved from a blogging tool to a full-fledged CMS and even application framework, the need for intuitive workflows for clients to manage their website’s have never been greater. As bigger organizations with more editorial staff starts using WordPress, we get a whole new set of challenges.

In the session, we explored how we can create workflows that clients and non-technical staff find intuitive and easy to work with. Additionally, we look at common pitfalls, and find the way forward through behavioral knowledge and case studies.

The session was of course recorded and will eventually show up at Until then, my slides from the session are available below.

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Why Following WCAG 2.0 to The Letter Doesn’t Make Sense

In the world of law, there is a philosophy that you shouldn’t follow the letter of the law, but the spirit. Much the same, I argue, applies to most guidelines and rules.

Recently, I have been seeing more proposal requests, even for smaller companies, reference the WCAG 2.0 AA guidelines for accessibility as a requirement. That’s wonderful. More people are paying attention to accessibility. Even though they don’t quite know what it means.

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It’s Time We Get Rid Of The Standard Ugly Text Page

You know it all too well. You visit a website and go to read a page on it. It has a page title, maybe a subtitle and then body copy. In one long an often slightly too wide column. It’s uninteresting and not very engaging.

It’s time we get rid of these standard, ugly text pages for beautifully designed and laid out pages that bring life to the content and make it easier to read.

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Making Accessible Websites Doesn’t Have to be Hard | WordCamp Antwerp 2016

I was invited to WordCamp in Antwerp, Belgium to speak on the interesting topic of web accessibility. We have recently completed an awesome project with a client, where accessibility had to be of primary focus.

And you know what the key takeaway from that project was? Accessibility doesn’t have to be that hard. In this presentation that I gave, you will discover the tricks to getting 70% there. Making your website work better for everyone, disability or not. After all, wouldn’t you want your website to be more successful?

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Why You Should Never Title Your Links “Click Here”

Click here to read more about link titling. A very common phrase for linking on the web, where only the word “here” would be turned into a link. Recognize yourself? You’ll be pleased to know that you’re not alone.

Deciding on how to title a link can be harder than one first thinks. Sometimes seemingly nothing feels good, and the urge to just write “Click here” presents itself.

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The 8 WordPress Plugins We Always Rely On

Here at Bernskiold Media we work a lot with WordPress as a framework of choice. Even though many of the projects we do for clients are diverse, some plugins are used all the time.

With the tens and tens of thousand plugins available for WordPress (and growing!), it’s important to find reliable plugins. These, we entrust important work on client websites with. That’s not something to be taken lightly.

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What Is Your #1 Website Goal?

When we start a new website project with a client, the first thing we discuss is what the primary goal is for the website.

We do this for one primary reason: It gets everyone on board and behind the same vision. Right from the start, it forces everyone involved to think about the desired outcome, and agree on it together.

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How To Find Blog Post Ideas? Repurpose & Expand Your Existing Content

Finding ideas for blogging can be exhausting. You sit there, know that there is an article due tomorrow but you just can’t find anything good to write about.

In fact, that is exactly what your writer is doing right now. There are several tricks to get you out of this immediate problem of finding topics to write about, even when you have no apparent inspiration. One of these tricks is to repurpose your existing, old content. Continue Reading »


Landing Pages: What They Are, Why You Need Them, and How They Help SEO

We talk a lot about landing pages nowadays on the web. Landing pages have grown from being just an web analysis term to a successful technique for conversion optimization.

The best part is, it’s a win-win technique. Landing pages are efficient both for the website’s best interest, and for the user’s!

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Create More Effective Content Using Storytelling

We just can’t help it but love a good story. When we hear a story, something happens to our brains. We get excited. We listen. And we embrace the story.

Think about all the TV shows and movies you have watched. Some have likely connected deeper with you than others. Think back. After at least some of these, you feel like you too would be part of the story. You mimic the feelings and behaviors of the protagonists in the story.

Storytelling Allows us to Connect With the Reader

Through storytelling, we connect with the reader or listener. In an article in Harvard Business Review (2014) Paul J. Zak shares “Why Your Brain Loves Storytelling”. He shares bits from his scientific research, whose specific details I will spare you from here.

What matters here though, is the conclusion. By “developing tension through the narrative”, the story can sustain attention. When this happens, we are indeed likely to mimic the feelings and behaviors from the story. A very powerful thing.

Sharing Why Something Matters in a Human Way

Part of what makes storytelling work for content is that when we share a story, we also share why something matters in a bigger perspective. And we do this in a human way.

Whether you are selling something to a business or individual, it is still always going to be an individual who makes the decision. Appeal to them with your own story of why what you do matters, and they will get onboard much easier.

Writing Like You Talk Seals the Story

If research and past experiences has taught us anything about communicating in writing, it is that when we do it like we talk, it is much more effective. It seems more human. It seems personal. Just like your story.


Storytelling is the best way to grab your audience’s attention. Whether this is writing or speaking, we humans just can’t seem to pass on a good story. And when we can relate to the story, we form a stronger bond, much easier than with other methods.

Next time you need to write content, be it for a marketing campaign or a talk, try using storytelling. Tell your story, and take your audience for a ride with you.