Intrigue Me: Writing Compelling Content

INTRIGUE ME WRITING COMPELLING CONTENT @steph_hay steph hay {sxswi} march 12, 2011Saturday, March 12, 2011 1

http://www.ﬂickr.com/photos/headlouse/1484615917/sizes/m/in/photostream/ YOU WANT TO CONVEY TO USERS THAT [YOU’RE] KICK-ASSSaturday, March 12, 2011 2

CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 3

CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 4

WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU.Saturday, March 12, 2011 5

WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU. ?Saturday, March 12, 2011 6

3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 7

MAKE NO MISTAKE... This is HardSaturday, March 12, 2011 8

FOCUS IN WHICH AREAS CAN BE DEMONSTRATED?Saturday, March 12, 2011 9

FOCUSED CONTENT CONSIDERS... Audience Medium NetworkSaturday, March 12, 2011 10

AUDIENCE Don’t: Consider everyone. Do: Focus on *one* ideal person, then speak directly to him or her.Saturday, March 12, 2011 12

MEDIUM Don’t: Think in isolation. Do: Capitalize on other communication channels to tell your story.Saturday, March 12, 2011 14

NETWORK Don’t: Forget others’ messages. Do: Consider how your network will describe you -- and inﬂuence your target audience.Saturday, March 12, 2011 16

CREDIBILITY IN WHICH WAYS CAN BE CONVEYED?Saturday, March 12, 2011 17

CREDIBLE CONTENT IS... Meaningful Helpful Results-Oriented ConfidentSaturday, March 12, 2011 18

Saturday, March 12, 2011 20

ONLY WRITE CONTENT THAT’S MEANINGFUL Don’t: Write ﬂu . Do: Take the time to ensure your writing *says something.*Saturday, March 12, 2011 22

BE HELPFUL Don’t: Assume users know what to do. Do: Tell users what you want them to do.Saturday, March 12, 2011 28

DEMONSTRATE ENGAGEMENTSaturday, March 12, 2011 29

KEEP CONTENT RESULTS-ORIENTED Don’t: Just list what you DO. Do: Explain what awesome things users will GET from you.Saturday, March 12, 2011 35

BE CONFIDENT, NOT CONCEITED Don’t: Over promote. Do: Showcase conﬁdence while being humble.Saturday, March 12, 2011 42

CONSISTENCY IN WHICH AREAS CAN BEST BE ACHIEVED?Saturday, March 12, 2011 46

CONTENT IS CONSISTENT IN ITS... Structure Voice StyleSaturday, March 12, 2011 47

STRUCTURE + Lead with the meat + Include only what’s most relevant + Scatter keywords throughoutSaturday, March 12, 2011 49

VOICE + Write in a genuine tone + Avoid bloated technical statements + Rewrite anything that sounds ridiculous when read out loudSaturday, March 12, 2011 51

STYLE + To end (or not to end) bulleted lists with periods + Capitalization, punctuation in headings, comma usage + Website/web site, log in, sign upSaturday, March 12, 2011 53

3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 55

NOW GO Thanks a bunch for listening! + ROCK IT. @steph_hay http://speakerrate.com/speakers/7992-steph-haySaturday, March 12, 2011 56

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Intrigue Me: Writing Compelling Content

by Steph Hay

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