intrigue me: writing compelling content
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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/
2Saturday, March 12, 2011
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
8Saturday, March 12, 2011
FOCUSIN WHICH AREAS CAN
BE DEMONSTRATED?
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AudienceMediumNetwork
FOCUSED CONTENT CONSIDERS...
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AUDIENCE
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
11Saturday, March 12, 2011
Don’t: Consider everyone.
Do: Focus on *one* ideal person, then speak directly to him or her.
AUDIENCE
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MEDIUM
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
15Saturday, March 12, 2011
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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
, 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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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+ Lead with the meat
+ Include only what’s most relevant
+ Scatter keywords throughout
STRUCTURE
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VOICE
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
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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
56Saturday, March 12, 2011
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