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Effective Content Writing by Sudhindra.V, Sapient
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Effective Content Writing by Sudhindra.V, Sapient

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

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

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