Content is King Presentation to CMS Expo Denver

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Content is King Presentation to CMS Expo Denver

  1. 1. What is Good Content? <ul><li>(Message x Persuasive copy) </li></ul><ul><li>+ Piercing Headlines </li></ul><ul><li>+ Compelling images </li></ul><ul><li>+ Relevant links </li></ul><ul><li>+ Limited multimedia </li></ul><ul><li>+ Effective navigation </li></ul><ul><li>– anything that isn’t absolutely necessary </li></ul><ul><li>Results that achieve the goal </li></ul><ul><li>Want better results? Change the factors and test! </li></ul>
  2. 2. Big Questions: What is the goal of this content? What is the message that supports the goal?
  3. 3. Key Elements Headlines
  4. 4. Key Elements Headlines Images & Hero shots
  5. 5. Key Elements Headlines Images & Hero shots Copy
  6. 6. Copy Anticipate the audience- who is this content for? Does it speak to the audience in ways they understand? Does it tell them what they want to know? Does it support the goal? Readable? Accessible?
  7. 7. Copy Anticipate the audience- who is this content for? Does it speak to the audience in ways they understand? Does it tell them what they want to know? Does it support the goal? Readable? Accessible?
  8. 8. Key Elements Headlines Images & Hero shots Copy White Space!
  9. 9. Key Elements Headlines Images & Hero shots Copy White Space! Bullets and lists
  10. 10. Key Elements Headlines Images & Hero shots Copy White Space! Bullets and lists Links to the goal
  11. 11. Content Case Study <ul><li>Simplweb believes that it can save the average small </li></ul><ul><li>business owner thousands of dollars on their website. </li></ul><ul><li>How can we best persuade them? </li></ul><ul><li>Let’s discuss three versions of the same content. </li></ul><ul><li>The goal is to convince a trial member to subscribe for </li></ul><ul><li>$19.95/month. </li></ul><ul><li>Simplweb Compare </li></ul>
  12. 12. Useful Learning Resources <ul><li>Jakob Nielson’s Use It! </li></ul><ul><li>Usability design and content suggestions- free newsletter! </li></ul><ul><li>http://www.useit.com/alertbox/print-vs-online-content.html </li></ul><ul><li>Copyblogger </li></ul><ul><li>Writing for the web- free newsletter </li></ul><ul><li>http://www.copyblogger.com/how-to-write-headlines-that-work/ </li></ul><ul><li>Marketing Experiments </li></ul><ul><li>Research-based “to discover what really works in optimization” – free newsletter! </li></ul><ul><li>http:// www.marketingexperiments.com </li></ul><ul><li>Marketing Sherpa </li></ul><ul><li>Subscription-based resource database of studies- expensive but worth it! $600/year </li></ul><ul><li>Free one month subscription </li></ul><ul><li>http:// www.marketingsherpa.com </li></ul>
  13. 13. Useful Tools for Content <ul><li>Writing and formatting copy- Dreamweaver, Nvu, and </li></ul><ul><li>WYSIWYGPro </li></ul><ul><li>Stock images- iStockphoto.com </li></ul><ul><li>Imagine editing- Fireworks and Fotoflexer </li></ul><ul><li>Camtasia for video </li></ul><ul><li>Interactive Content- SproutBuilder </li></ul>
  14. 14. Don’t Forget <ul><li>Maximum Video Impact: How to Use Video to Grow Marketshare at 1:30pm Thursday! </li></ul><ul><li>Clear, Concise Content For The Web at 2:30pm Thursday with Sam! </li></ul><ul><li>Promote Your Site: Tools To Keep Your Audience with me- 2:30pm Thursday! </li></ul><ul><li>Black Belt Joomla Friday at 10am with Barrie! </li></ul><ul><li>Here’s a taste: </li></ul><ul><li>Everyone is in the business of conversion. Make no bones about it, because a successful site </li></ul><ul><li>not only gets traffic, but it also converts site visitors into customers. Heck, even your local </li></ul><ul><li>library is in the conversion business! </li></ul><ul><li>Sign up for a trial Simplweb site and enter to win a free site for life! </li></ul><ul><li>www.simplweb.com/expo </li></ul><ul><li>Tom Elliott </li></ul><ul><li>[email_address] </li></ul>

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