INTRIGUE ME WRITING COMPELLING CONTENT steph hay {sxswi} march 12, 2011 @steph_hay 1 Saturday, March 12, 2011
Jan 27, 2015
INTRIGUE MEWRITING COMPELLING CONTENT
steph hay {sxswi} march 12, 2011
@steph_hay1Saturday, March 12, 2011
[YOU’RE] KICK-ASSYOU WANT TO CONVEY TO USERS THAT
http://www.flickr.com/photos/headlouse/1484615917/sizes/m/in/photostream/
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CREATIVE BRIEF
WIREFRAMESDESIGN MOCKS
BUILD!
INFORMATION ARCHITECTURE
SOCIAL MEDIA INTEGRATIONCONTENTQA + UNNECESSARY TWEAKS
LAUNCH!3Saturday, March 12, 2011
CREATIVE BRIEF
WIREFRAMESDESIGN MOCKS
BUILD!
INFORMATION ARCHITECTURE
SOCIAL MEDIA INTEGRATIONCONTENTQA + UNNECESSARY TWEAKS
LAUNCH!4Saturday, March 12, 2011
WE BUILD SITES
TALENTED TEAMDEVELOPERS
SUBMIT YOUR EMAIL
THANK YOU.TWITTER
DESIGN MOBILECREATIVE
5Saturday, March 12, 2011
WE BUILD SITES
TALENTED TEAMDEVELOPERS
SUBMIT YOUR EMAIL
THANK YOU.TWITTER
DESIGN MOBILECREATIVE
?6Saturday, March 12, 2011
FocusCredibilityConsistency
3 ELEMENTS OF COMPELLING CONTENT
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This
Hard
MAKE NO MISTAKE...
is
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FOCUSIN WHICH AREAS CAN
BE DEMONSTRATED?
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AudienceMediumNetwork
FOCUSED CONTENT CONSIDERS...
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AUDIENCE
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Don’t: Consider everyone.
Do: Focus on *one* ideal person, then speak directly to him or her.
AUDIENCE
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MEDIUM
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Don’t: Think in isolation.
Do: Capitalize on other communication channels to tell your story.
MEDIUM
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NETWORK
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Don’t: Forget others’ messages.
Do: Consider how your network will describe you -- and influence your target audience.
NETWORK
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CREDIBILITYIN WHICH WAYS CAN
BE CONVEYED?
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MeaningfulHelpfulResults-OrientedConfident
CREDIBLE CONTENT IS...
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MEANINGFULONLY WRITE CONTENT THAT’S
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ONLY WRITE CONTENT THAT’S MEANINGFUL
Don’t: Write flu!.
Do: Take the time to ensure your writing *says something.*
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HELPFULBE
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BE HELPFUL
Don’t: Assume users know what to do.
Do: Tell users what you want them to do.
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DEMONSTRATE ENGAGEMENT
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RESULTS-ORIENTEDKEEP CONTENT
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KEEP CONTENT RESULTS-ORIENTED
Don’t: Just list what you DO.
Do: Explain what awesome things users will GET from you.
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CONFIDENTBE
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, NOT CONCEITED
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BE CONFIDENT, NOT CONCEITED
Don’t: Over promote.
Do: Showcase confidence while being humble.
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CONSISTENCYIN WHICH AREAS CAN
BEST BE ACHIEVED?
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StructureVoiceStyle
CONTENT IS CONSISTENT IN ITS...
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STRUCTURE
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+ Lead with the meat
+ Include only what’s most relevant
+ Scatter keywords throughout
STRUCTURE
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VOICE
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+ Write in a genuine tone
+ Avoid bloated technical statements
+ Rewrite anything that sounds ridiculous when read out loud
VOICE
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STYLE
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+ To end (or not to end) bulleted lists with periods
+ Capitalization, punctuation in headings, comma usage
+ Website/web site, log in, sign up
STYLE
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FocusCredibilityConsistency
3 ELEMENTS OF COMPELLING CONTENT
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NOW GO ROCK IT.
Thanks a bunch for listening!
+
@steph_hayhttp://speakerrate.com/speakers/7992-steph-hay
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