No One Cares About Your Content (Yet): WordCamp Phoenix 2013
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While content as “king” may not be the best analogy, the importance of well-written, useful, textual content cannot be overstated. Tone can affect engagement, keywords can make or break your SEO, ...
While content as “king” may not be the best analogy, the importance of well-written, useful, textual content cannot be overstated. Tone can affect engagement, keywords can make or break your SEO, length can kill interest–great writing is vital. Content is not just blog posts or “About” pages, it is everything that gives information (including the way the information itself is presented).
You have a great business or cause, but there are countless others just a click away. How do you find the right people to get involved, and how do you make them care?
In this session, we will refresh how you view your own web content by seeing it through the eyes of the user, and we will discuss methods of improving UX by employing simple and effective psychology alongside common-sense SEO. We will also explore how methods of effective in-person conversation can be applied to web content strategy. Then, since better prospects will be finding and reading your content, I will show you how to target your audience, measure the results, and constantly improve your outreach.
Through being both appropriately satirical and data-driven, I take a unique approach to getting content creators to spend some time in the shoes of their audience, revealing some of the absurdities of our assumptions and demonstrating how to challenge and test them. Data, empathy, logic, and optimization, together, always lead to better engagement. More concretely, we will discuss:
- How visitors measure and absorb value when viewing web content (using data, psychology, and theories)
- How real conversation teaches us how to engage with visitors
- How to systematically and sustainably empathize with your target audience
- How to make content memorable through positive emotional interaction
- How to define and focus on your target audience
- How to identify and test your assumptions about user interaction
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