Slides from talk at Confab2011, May 2011, Minneapolis, MN. About web content as conversation, based on Letting Go of the Words -- Writing Web Content that Works.

1. Writing Vibrant, Compelling Copy − the Content in Content Strategy Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland www.redish.net [email_address] @GinnyRedish Ginny Redish Minneapolis May 2011 #Confab #grcf

3. Navigation and search are critical

4. Good, clear design is critical

5. Technology that works is critical

6. But they all support the content

8. Content strategy = Think strategically about your content Planned Coordinated Managed Reviewed Maintained Removed Message Tone Style

9. Content = conversation

11. Plan − at every level Think first. Write second. How does this topic / this page / this message fit into the content strategy? Why? − Purposes Who ? − Personas When and why? − Personas' conversations

14. Conversations Flickr cc photo by Polandeze What is your site visitor's goal? question? need? What words are in your site visitor's mind? For good SEO and successful site search, the keywords in your site must match the keywords site visitors use.

16. Imagine the conversation as you design Which link should we click on?

17. http://www.tricare.mil/

18. Mint.com started 2007 Less than 2 years, tracking $200 billion Bought by Intuit 2009 $170 Million Imagine the conversation as you design https://www.mint.com/ Flickr cc photo by Mr.Thomas Ron and Jen use Mint. Should we?

19. Mint has more than 4 million users who know their information is always secure . That's because we use 128-bit SSL encryption - the same security that banks use - and all data is protected and validated by VeriSign and TRUSTe. Plus, since Mint is read-only, no money can be moved in or out of any account. Learn more> Sounds good. But is it safe?

20. Old CDC page; CDC has revised this and most other health information, following the content as conversation model.

21. http://familydoctor.org Don't hog the conversation. Take turns Headings are the site visitor's turns in the conversation. http://familydoctor.org/online/famdocen /home/common/mentalhealth/stress/167.html

24. Answer your site visitors' questions Flickr photo by pedrosimeos7 Oh! I think I like that bag, but I wonder…

25. Approved fumigation with methyl bromide at normal atmospheric pressure, in accordance with the following procedure, upon arrival at the port of entry, is hereby prescribed as a condition of importation for shipments of yams from foreign countries. How would you say this in a conversation? Flickr cc photo by Seattle Municipal Archives

26. Did you say something like this? If you are importing yams, [someone] must fumigate them when they arrive at the port of entry. To fumigate yams, [someone] must use this procedure: Clark and Haviland, Comprehension and the given-new contract, In R. Freedle (Ed.), Discourse production and comprehension , 1975, Erlbaum, 1-40. Let the conversation flow from "known" to "new" new context = given, known then

28. Help people "grab and go" http://www.dell.com/ When's my new computer going to arrive?

29. Check order status. That's what I want to do. No need to read; I'll just click.

30. Caroline's case study, Letting Go , Chapter 6

31. Talk to your site visitors

34. Put people and actions in your copy When you finish renewing online, you can print your registration card. Upon successful completion of the online renewal transaction, printing the registration card will be an option.

35. Converse in forms, too Experienced web visitors can "hear" conversation in a form like this. Caroline Jarrett

36. Even more conversational Why are apps like TurboTax so popular?

37. Even more conversational http://huffduffer.com /

39. https://www.foundersfcu.com /Loan-Rates.aspx I wonder if my credit union can give me a good rate on a car loan.

41. Review your copy before you publish it © iStockphoto What about that sweater? Oh! They messed up there.

43. Think conversation for all your content ✗ ✗ ✗ ✔

44. Morgan Kaufmann / Elsevier, 2007 Ginny Redish [email_address] 301 229 3039 @GinnyRedish Ginny Redish Want more? Full-day workshop, June 2 Chicago www.redish.net Thank you