content strategy: make your customers feel more at home. by saskia videler at conversion day 2015
TRANSCRIPT
How to make your customers feel more at home (and why that matters)
Content StrategySaskia Videler - The Dutchess
Come on, click on our promotions page, you know you
want to!
Look at our blog! I bet you haven’t read a blogpost in
ages!
Look, we have new curtains in our offices! Aren’t they just
beautiful?
<Needs Language Vocabulary>
How can we help?
I’m looking for an instruction
manual
Oh, so you don’t want to read about
our upcoming events?
No, thanks. I just need some help
with this software.
How about this cool article on our awesome
team?
No really, give me the info or
I will go to your competitor!
<Needs Language Vocabulary>
Is this a serious matter to you?
Yes, it sure is!
Ah. I won’t make any jokes or use ambiguities
then!
Please don’t! Thanks for your understanding.
SeriousAccurateAverage
ProfessionalCool
ConversationalReliableFormal
FunInspiringNeutral
No nonsenseInnovativeInspiringConciseNaughty
OptimisticPragmatic
Out of the boxPersonal
Progressive
5 key takeaways• Content strategy is a blueprint, it needs to be done from
the start of a project
• Treat all pages as rooms, think about housekeeping!
• Talk to your audience to learn their needs and language
• Use content models and content briefings as guidelines
• Content strategy comes before marketing!