Intrigue Me: Writing Compelling Content
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Intrigue Me: Writing Compelling Content

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The slides from a talk I gave on March 12, 2011, at SXSWi, in which I promote the three elements of compelling content that can help non-writers (by trade) create content to more successfully engage ...

The slides from a talk I gave on March 12, 2011, at SXSWi, in which I promote the three elements of compelling content that can help non-writers (by trade) create content to more successfully engage users.

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Intrigue Me: Writing Compelling Content Presentation Transcript

  • 1. INTRIGUE ME WRITING COMPELLING CONTENT @steph_hay steph hay {sxswi} march 12, 2011Saturday, March 12, 2011 1
  • 2. 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
  • 3. CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 3
  • 4. CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 4
  • 5. WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU.Saturday, March 12, 2011 5
  • 6. WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU. ?Saturday, March 12, 2011 6
  • 7. 3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 7
  • 8. MAKE NO MISTAKE... This is HardSaturday, March 12, 2011 8
  • 9. FOCUS IN WHICH AREAS CAN BE DEMONSTRATED?Saturday, March 12, 2011 9
  • 10. FOCUSED CONTENT CONSIDERS... Audience Medium NetworkSaturday, March 12, 2011 10
  • 11. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html AUDIENCESaturday, March 12, 2011 11
  • 12. AUDIENCE Don’t: Consider everyone. Do: Focus on *one* ideal person, then speak directly to him or her.Saturday, March 12, 2011 12
  • 13. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html MEDIUMSaturday, March 12, 2011 13
  • 14. MEDIUM Don’t: Think in isolation. Do: Capitalize on other communication channels to tell your story.Saturday, March 12, 2011 14
  • 15. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html NETWORKSaturday, March 12, 2011 15
  • 16. NETWORK Don’t: Forget others’ messages. Do: Consider how your network will describe you -- and influence your target audience.Saturday, March 12, 2011 16
  • 17. CREDIBILITY IN WHICH WAYS CAN BE CONVEYED?Saturday, March 12, 2011 17
  • 18. CREDIBLE CONTENT IS... Meaningful Helpful Results-Oriented ConfidentSaturday, March 12, 2011 18
  • 19. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html MEANINGFUL ONLY WRITE CONTENT THAT’SSaturday, March 12, 2011 19
  • 20. Saturday, March 12, 2011 20
  • 21. Saturday, March 12, 2011 21
  • 22. 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
  • 23. Saturday, March 12, 2011 23
  • 24. Saturday, March 12, 2011 24
  • 25. Saturday, March 12, 2011 25
  • 26. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html HELPFUL BESaturday, March 12, 2011 26
  • 27. Saturday, March 12, 2011 27
  • 28. BE HELPFUL Don’t: Assume users know what to do. Do: Tell users what you want them to do.Saturday, March 12, 2011 28
  • 29. DEMONSTRATE ENGAGEMENTSaturday, March 12, 2011 29
  • 30. Saturday, March 12, 2011 30
  • 31. Saturday, March 12, 2011 31
  • 32. Saturday, March 12, 2011 32
  • 33. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html RESULTS-ORIENTED KEEP CONTENTSaturday, March 12, 2011 33
  • 34. Saturday, March 12, 2011 34
  • 35. 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
  • 36. Saturday, March 12, 2011 36
  • 37. Saturday, March 12, 2011 37
  • 38. Saturday, March 12, 2011 38
  • 39. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html CONFIDENT BE , NOT CONCEITEDSaturday, March 12, 2011 39
  • 40. Saturday, March 12, 2011 40
  • 41. Saturday, March 12, 2011 41
  • 42. BE CONFIDENT, NOT CONCEITED Don’t: Over promote. Do: Showcase confidence while being humble.Saturday, March 12, 2011 42
  • 43. Saturday, March 12, 2011 43
  • 44. Saturday, March 12, 2011 44
  • 45. Saturday, March 12, 2011 45
  • 46. CONSISTENCY IN WHICH AREAS CAN BEST BE ACHIEVED?Saturday, March 12, 2011 46
  • 47. CONTENT IS CONSISTENT IN ITS... Structure Voice StyleSaturday, March 12, 2011 47
  • 48. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html STRUCTURESaturday, March 12, 2011 48
  • 49. STRUCTURE + Lead with the meat + Include only what’s most relevant + Scatter keywords throughoutSaturday, March 12, 2011 49
  • 50. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html VOICESaturday, March 12, 2011 50
  • 51. VOICE + Write in a genuine tone + Avoid bloated technical statements + Rewrite anything that sounds ridiculous when read out loudSaturday, March 12, 2011 51
  • 52. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html STYLESaturday, March 12, 2011 52
  • 53. 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
  • 54. Saturday, March 12, 2011 54
  • 55. 3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 55
  • 56. NOW GO Thanks a bunch for listening! + ROCK IT. @steph_hay http://speakerrate.com/speakers/7992-steph-haySaturday, March 12, 2011 56