content for startups
TRANSCRIPT
@steph_hay
Lean ContentUsing words to acquire users
@steph_hay
Utilizing messages to orient & engage users, increase conversions, & promote retention
@steph_hay
http://bookofnorm.com/wtf.jpg
@steph_hay
Using words that help people find you, understand you, and choose you
@steph_hay
People choose what they understand
@steph_hay
http://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg
http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg
@steph_hay
Everything is “the best”
Easy, New, Faster, Better, Simpler, Quicker, Stronger, More Powerful
@steph_hay
http://adespresso.com/
http://www.3sourcing.com/
https://partender.com/
https://populr.me/
@steph_hay
Everything is not“the best”
Confusing, overwhelming, hard to use, buggy, frustrating, wtf
@steph_hay
http://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg
@steph_hay
http://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpghttp://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg
@steph_hay
BUSINESS GOAL:Be chosen
@steph_hay
Lean content speaks to the first-time user
(not to you)
@steph_hay
@steph_hay
“Sounds weird, but it’s accurate.”
@steph_hay
Having an understandable message makes you
easier to choose
@steph_hay
MARKETING GOAL:Be understood
@steph_hay
The “We/Me” Orientation
@steph_hay
http://www.platejoy.com/
“We enable”
“We help”
“We are...”
@steph_hay
The “You” Orientation
@steph_hay
https://www.goodsplatform.com/site/landing
http://wishplz.com/
http://equityzen.com/e/
http://www.zboardshop.com/
http://sidelinesapp.com/
@steph_hay
3 things you can do to get your content
understood
@steph_hay1.Pitch everyone who’ll listen
(a) Watch for “a-ha” body language
(b) Write down their questions
(c) Iterate to get to (a) faster
@steph_hay2.Apply the mom test
@steph_hay2.Apply the mom testIf you’d feel like a tool saying it your mom, you probably sound like a tool. Unless your audience is full of tools.
Otherwise, prioritize clarity, always.
@steph_hay
@steph_hay
http://www.viralgains.com/
http://buzzstarter.com/
http://silvrpush.com/
Replace jargon with approachable, outcome-oriented language
@steph_hay
3.Ask users these questions
(a) Why did you [sign up]?
(b) Why [do] you keep coming back?
@steph_hay
@steph_hay
GROWTH GOAL:Get found
@steph_hay
3 things you can do to get your content
found
@steph_hay
1.Test messages in AdWords
Write user-oriented messages to test for clicks (not conversions)
@steph_hay
Specific, real-person problem
Generic, product marketing
@steph_hay
2.Embrace the unsexy words used in organic searches
Being found isn’t about selling or educating or being clever -- it’s about being found
@steph_hay
GOOGLE KEYWORDPLANNER
@steph_hay
@steph_hay
@steph_hay
3.Look at Entry Points and Top Content in GA
Write more of what visitors are looking at ... attract more people
@steph_hay
DROP THE CRAPBe proud of what’s real.
@steph_hay
Learn (and use) the real-person words that make you easier to find, understand, and choose
@steph_hay
COMMON MISTAKESThat work against clarity.
@steph_hay
http://www.grata.com/
Lacking specifics or missing the “why”
http://en.bhuntr.com/
https://salesbeach.com/
https://www.cityblis.com/
https://maillift.com/
@steph_hay
Buried “A-ha” or “Why?”
https://beta.olset.com/
http://ubiome.com/
http://launchtrack.com/
https://btcjam.com/
@steph_hay
Not capitalizing on customers selling for you!
https://www.shopseen.com/
https://www.realtyshares.com/
https://popbasic.com/
http://carreirabeauty.com/
http://www.builk.com/
@steph_hay
Prioritizing sign-up over the UX
http://www.weplann.com/
@steph_hay
Go read how TechCrunch describes you:
http://techcrunch.com/2013/10/29/500-startups-accelerator-batch-7/
http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg
doodle.com/stephaniehay