About Parafraz
Parafraz is an independent publication about digital marketing. It shows a weak draft beside a better one and explains every change in one line.
Parafraz is an independent publication about digital marketing. It covers search, content, email, social media, paid advertising and analytics, for anyone, anywhere, who plans, writes or measures a campaign.
The name comes from "paraphrase": saying a thing again, in other words, so it reads better. That is the whole method.
What you will find here
Practical guides, each built around one question many people ask. A guide takes the thing you have to write, line by line. It sets a weak version beside a better one and gives the reason for the change in one line. Then it shows where the advice comes from.
Parafraz shows you a weak line, a better one, and why.
How to read a page
The pages are set like a marked-up typescript. The marks are the ones an editor’s pencil makes on a draft.
- A red strike-through
- The draft: words that are vague, long, noisy or about the sender.
- A red caret
- The better version, inserted where the draft was.
- Red italic under a rewrite
- The reason for the change, in one line.
- A red pilcrow (¶)
- A new section begins.
- A blue query
- A note, a tip or a question worth asking yourself before you send.
Who writes it
Parafraz Editors, the website’s editorial team, research, write and correct every guide. We work from published sources: the documentation platforms publish about their own tools, standards bodies, and dated research. How we work explains each step, corrections included.
The publisher, Parafraz, answers for every line. Parafraz is not part of any platform, agency or tool it writes about. It carries advertising, labelled as such and kept apart from the guides, as the advertising disclosure explains.
Write to us
Found an error, or a line that could be clearer? Write to contact@parafraz.net. The contact page says what helps.