Effective Content Writing by Sudhindra.V, Sapient

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Session conducted on Saturday, October 23, 2010, at Red Chilli Solutions, Bangalore.

Published in: Design, Business, Technology
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Effective Content Writing by Sudhindra.V, Sapient

  1. 1. effective content writing Effective Content Writing 23 Oct 2010 STC India Usability SIG Session Bangaloresudhindra v. | associate creative director | sapient
  2. 2. passportindia.gov.in effective content writing
  3. 3. effective content writingpassportindia.gov.in
  4. 4. passportindia.gov.in effective content writing Instruction Booklet
  5. 5. Instruction Booklet effective content writing
  6. 6. Instruction Booklet effective content writing
  7. 7. Instruction Booklet effective content writing
  8. 8. effective content writing let’s talk some numbers15.43 billion pages on the web109.5 million+ websites are in operation550+ billion documents buried in the “deep web”1 billion Youtube videos watched per month
  9. 9. effective content writingwritten content still rules the web
  10. 10. effective content writinghow do you make it effective?
  11. 11. effective content writing∫ …write for persuasion∫ …less is more∫ …but do you need to write at all?
  12. 12. effective content writing∫ …write for persuasion
  13. 13. effective content writing ∫ …write for persuasion∫ …make them feel good 
  14. 14. effective content writingYahoo Account Power User!
  15. 15. effective content writing Gmail Spam FolderHooray, no spam here!
  16. 16. effective content writing Search Results Page of a siteWe promise to look extra hard!
  17. 17. effective content writing Friend Feed Account Tracker…playing with the bubble wrap
  18. 18. effective content writing ∫ …write for persuasion∫ …be helpful
  19. 19. effective content writing
  20. 20. effective content writing
  21. 21. effective content writing ∫ …write for persuasion∫ …align with your brand image
  22. 22. Webchutney.com effective content writing
  23. 23. effective content writingWebchutney.com debauchery not before you read this
  24. 24. effective content writing Webchutney.comCongrats that you were school monitor and all but no thatwon’t really help your case.We are like those attention seeking whores.We’re not looking for Marine Engineers at this time, thankyou.
  25. 25. effective content writing ∫ …write for persuasion∫ …surprise them!
  26. 26. Flickr Login Greeting effective content writing Hawaiian! Polish! Ukrainian! Lolspeak! lolspeak!!  lol
  27. 27. effective content writing ∫ …write for persuasion∫ …be creative and different
  28. 28. effective content writing
  29. 29. effective content writingW3schools.com
  30. 30. effective content writing
  31. 31. effective content writing∫ …write for persuasion / make them feel good / be helpful / align with your brand image / surprise them / be creative and different
  32. 32. effective content writing∫ …less is more Joshua Porter is the thought leader behind “microcopy”
  33. 33. effective content writing ∫ …less is more∫ …provide just in time instructions
  34. 34. Wordpress.com effective content writing triple check it
  35. 35. effective content writing ∫ …less is more∫ …provide a sense of re-assurance
  36. 36. effective content writingAmazon.com You’ll create a password later
  37. 37. effective content writingAmazon.com
  38. 38. effective content writing ∫ …less is more∫ …provide contextually important information
  39. 39. effective content writingAmazon.com
  40. 40. effective content writing Amazon.comReal-world Examples
  41. 41. effective content writing ∫ …less is more∫ …emphasize essential information
  42. 42. effective content writingBasecamp from 37 signals
  43. 43. effective content writingAmazon.com
  44. 44. effective content writing Amazon.comAddress AccuracyMake sure you get your stuff! If the address is not entered correctly, your…
  45. 45. effective content writing ∫ …less is more∫ …extract bare essentials from lots of content
  46. 46. effective content writingFacebook
  47. 47. effective content writingFacebook
  48. 48. effective content writing∫ … less is more / provide just in time instructions / provide a sense of re-assurance / provide contextually important information / emphasize essential information / extract bare essentials from lots of content Joshua Porter is the thought leader behind “microcopy”
  49. 49. effective content writing∫ …but do you need to write at all?
  50. 50. effective content writing∫ …when you can say it in pictures, go for Infographics
  51. 51. effective content writing ∫ …but do you need to write at all?∫ …convert help to pics
  52. 52. effective content writing
  53. 53. effective content writing
  54. 54. effective content writing
  55. 55. effective content writing ∫ …but do you need to write at all?∫ …enable visualization
  56. 56. effective content writing200 billion hours a year spentwatching TV by US adults 100 million to create wikipedia
  57. 57. effective content writing
  58. 58. effective content writing ∫ …but do you need to write at all?∫ …show connections and relationships
  59. 59. effective content writing
  60. 60. effective content writing
  61. 61. effective content writing∫ …but do you need to write at all? / convert help to pics / enable visualization / show connections and relationships
  62. 62. effective content writinggood content is at core ofemotional design
  63. 63. effective content writinggood content enhances usability
  64. 64. effective content writinggood content increases trustfor a brand
  65. 65. effective content writinggood content ensures brandloyalty
  66. 66. effective content writinggood content increasesrevenues
  67. 67. effective content writingthank you

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