Content for Startups
Upcoming SlideShare
Loading in...5
×
 

Content for Startups

on

  • 5,514 views

 

Statistics

Views

Total Views
5,514
Views on SlideShare
5,513
Embed Views
1

Actions

Likes
32
Downloads
107
Comments
1

1 Embed 1

https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Awesome presentation, Stephanie. The burger metaphor doesn't resonate for me, though. I would have choose Iowa's best burger over McDonalds every time.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Content for Startups Content for Startups Presentation Transcript

  • @steph_hay Lean Content Using 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://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg http://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg
  • @steph_hay Everything is “the best” Easy, New, Faster, Better, Simpler, Quicker, Stronger, More Powerful
  • @steph_hay https://populr.me/ http://www.3sourcing.com/ https://partender.com/ http://adespresso.com/
  • @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://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg http://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpg
  • @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 “We enable” “We help” “We are...” http://www.platejoy.com/
  • @steph_hay The “You” Orientation
  • @steph_hay http://sidelinesapp.com/ https://www.goodsplatform.com/site/landing http://equityzen.com/e/ http://wishplz.com/ http://www.zboardshop.com/
  • @steph_hay 3 things you can do to get your content understood
  • @steph_hay 1. 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_hay http://goo.gl/1pnPZ
  • @steph_hay TAKE MY MONEY $$ http://goo.gl/1pnPZ
  • 2. Apply the mom test @steph_hay
  • @steph_hay 2. Apply the mom test If 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 Replace jargon with approachable, outcomeoriented language http://buzzstarter.com/ http://silvrpush.com/ http://www.viralgains.com/
  • @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 KEYWORD PLANNER
  • @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 CRAP Be 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 MISTAKES That work against clarity.
  • @steph_hay Lacking specifics or missing the “why” http://en.bhuntr.com/ http://www.grata.com/ https://maillift.com/ https://salesbeach.com/ https://www.cityblis.com/
  • @steph_hay Buried “A-ha” or “Why?” https://beta.olset.com/ https://btcjam.com/ http://ubiome.com/ http://launchtrack.com/
  • @steph_hay Not capitalizing on customers selling for you! http://www.builk.com/ https://www.shopseen.com/ https://www.realtyshares.com/ https://popbasic.com/ http://carreirabeauty.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-startupsaccelerator-batch-7/
  • doodle.com/stephaniehay http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg