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Great Language Feels Good, Works Good Too by PG Bartlett
 

Great Language Feels Good, Works Good Too by PG Bartlett

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    Great Language Feels Good, Works Good Too by PG Bartlett Great Language Feels Good, Works Good Too by PG Bartlett Presentation Transcript

    • Great Language Feels Good, Works Good Too PG Bartlett 12 July 2013
    • My Groundhog Day Surprise… “We need a new voice”
    • Why?  Buyers rely on content for 70%-100% of their process  “We sound the same as our competitors” – Stuffy, boastful windbags  “Even our fans criticize our #$%@& content”
    • So what? “Our language is hurting our business”
    • What they did Hired consultant (thewriter.com) to help them:  Define their voice  Develop before-after examples  And train their people
    • Results so far …
    • How would you measure results?  Impact on language: metrics?  Impact on activity: – Web traffic – Support calls  Impact on business: – Revenue? – Satisfaction?  Something else?
    • Third-party research All: +124% Concise: + 58% Scanable: +47% Objective: +27% “Users detest marketese” http://www.nngroup.com/articles/how-users-read-on-the-web/
    • Language Matters!  We knew it  Our contacts at our customers knew it  And maybe we can get executives to know it too
    • We Decided to Humanize Our Own Content Our action plan:  Define our voice  Rewrite our website  Modify our software
    • Define Our Voice
    • Start with the end: audiences & goals People who love language Their bosses • Connect • Motivate • Educate • Follow our example • Language matters to their business • How we can help • Follow our example
    • Our new voice But what good is it if you can’t find it?
    • Taboos  Buzzword-laden  Jargon-filled  Complicated  Boastful  Equivocal  Impersonal  Long-winded  Irrelevant  Unapproachable (walls of text)
    • What makes a web page good?  Scanable text  Highlighted keywords  Meaningful sub-heads (not “clever”)  Bulleted lists  One idea per paragraph  Start with conclusion  Half the words http://www.nngroup.com/articles/how-users-read-on-the-web/
    • Scanning – NOT Reading http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
    • Rewrite Our Website
    • acrolinx.com: Before & After www.acrolinx.com
    • Does Great Grammar = Great Language?
    • http://www.wimp.com/frylanguage/
    • Change Our Software
    • Measuring Dimensions of Voice
    • Trend or blip?
    • Content Marketing Every key measurement depends on good content.
    • http://blog.hubspot.com/blog/tabid/6307/bid/34080/Why-Marketers-Need-to-Rise-Above-the-Deluge-of-Crappy-Content.aspx
    • What Happens When Volume of Crap Soars? Better language will matter more than ever
    • So what did I learn?  Executives may start realizing language’s power  In deluge of crappy content, language matters more than ever  Content strategy includes: – “Right voice”
    • What problems remain?  Assessing scale of problem  Internal alignment  Voice definition  Remain distinctive  Localization  Measurements
    • PG.Bartlett@acrolinx.com