INTRIGUE ME               WRITING COMPELLING CONTENT                                           @steph_hay                 ...
http://www.flickr.com/photos/headlouse/1484615917/sizes/m/in/photostream/       YOU WANT TO CONVEY TO USERS THAT        [YO...
CREATIVE BRIEF       INFORMATION ARCHITECTURE       WIREFRAMES       DESIGN MOCKS       BUILD!       SOCIAL MEDIA INTEGRAT...
CREATIVE BRIEF       INFORMATION ARCHITECTURE       WIREFRAMES       DESIGN MOCKS       BUILD!       SOCIAL MEDIA INTEGRAT...
WE BUILD SITES             DESIGN MOBILE                    CREATIVE              TALENTED TEAM                     DEVELO...
WE BUILD SITES             DESIGN MOBILE                    CREATIVE              TALENTED TEAM                     DEVELO...
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, 2...
FOCUSED CONTENT CONSIDERS...       Audience       Medium       NetworkSaturday, March 12, 2011              10
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html       AUDIENCESaturday, March 12, 2011         ...
AUDIENCE                           Don’t: Consider everyone.                           Do: Focus on *one* ideal           ...
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html      MEDIUMSaturday, March 12, 2011            ...
MEDIUM                           Don’t: Think in isolation.                           Do: Capitalize on other             ...
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html      NETWORKSaturday, March 12, 2011           ...
NETWORK                           Don’t: Forget others’ messages.                           Do: Consider how your network ...
CREDIBILITY                     IN WHICH WAYS CAN                                         BE CONVEYED?Saturday, March 12, ...
CREDIBLE CONTENT IS...      Meaningful      Helpful      Results-Oriented      ConfidentSaturday, March 12, 2011        18
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html       MEANINGFUL       ONLY WRITE CONTENT THAT’...
Saturday, March 12, 2011   20
Saturday, March 12, 2011   21
ONLY WRITE CONTENT THAT’S MEANINGFUL                           Don’t: Write flu .                           Do: Take the ti...
Saturday, March 12, 2011   23
Saturday, March 12, 2011   24
Saturday, March 12, 2011   25
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html      HELPFUL       BESaturday, March 12, 2011  ...
Saturday, March 12, 2011   27
BE HELPFUL                           Don’t: Assume users know what                           to do.                       ...
DEMONSTRATE ENGAGEMENTSaturday, March 12, 2011         29
Saturday, March 12, 2011   30
Saturday, March 12, 2011   31
Saturday, March 12, 2011   32
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html      RESULTS-ORIENTED       KEEP CONTENTSaturda...
Saturday, March 12, 2011   34
KEEP CONTENT RESULTS-ORIENTED                           Don’t: Just list what you DO.                           Do: Explai...
Saturday, March 12, 2011   36
Saturday, March 12, 2011   37
Saturday, March 12, 2011   38
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html       CONFIDENT       BE                       ...
Saturday, March 12, 2011   40
Saturday, March 12, 2011   41
BE CONFIDENT, NOT CONCEITED                           Don’t: Over promote.                           Do: Showcase confidenc...
Saturday, March 12, 2011   43
Saturday, March 12, 2011   44
Saturday, March 12, 2011   45
CONSISTENCY             IN WHICH AREAS CAN                                  BEST BE ACHIEVED?Saturday, March 12, 2011     ...
CONTENT IS CONSISTENT IN ITS...      Structure      Voice      StyleSaturday, March 12, 2011                 47
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html       STRUCTURESaturday, March 12, 2011        ...
STRUCTURE                           + Lead with the meat                           + Include only what’s most relevant    ...
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html       VOICESaturday, March 12, 2011            ...
VOICE                           + Write in a genuine tone                           + Avoid bloated technical statements  ...
Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html      STYLESaturday, March 12, 2011             ...
STYLE                           + To end (or not to end) bulleted                              lists with periods         ...
Saturday, March 12, 2011   54
3 ELEMENTS OF COMPELLING CONTENT      Focus      Credibility      ConsistencySaturday, March 12, 2011                  55
NOW GO                                 Thanks a bunch for listening!                                   +                  ...
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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 users.

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Intrigue Me: Writing Compelling Content

  1. 1. INTRIGUE ME WRITING COMPELLING CONTENT @steph_hay steph hay {sxswi} march 12, 2011Saturday, March 12, 2011 1
  2. 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. 3. CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 3
  4. 4. CREATIVE BRIEF INFORMATION ARCHITECTURE WIREFRAMES DESIGN MOCKS BUILD! SOCIAL MEDIA INTEGRATION CONTENT QA + UNNECESSARY TWEAKS LAUNCH!Saturday, March 12, 2011 4
  5. 5. WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU.Saturday, March 12, 2011 5
  6. 6. WE BUILD SITES DESIGN MOBILE CREATIVE TALENTED TEAM DEVELOPERS SUBMIT YOUR EMAIL TWITTER THANK YOU. ?Saturday, March 12, 2011 6
  7. 7. 3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 7
  8. 8. MAKE NO MISTAKE... This is HardSaturday, March 12, 2011 8
  9. 9. FOCUS IN WHICH AREAS CAN BE DEMONSTRATED?Saturday, March 12, 2011 9
  10. 10. FOCUSED CONTENT CONSIDERS... Audience Medium NetworkSaturday, March 12, 2011 10
  11. 11. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html AUDIENCESaturday, March 12, 2011 11
  12. 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. 13. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html MEDIUMSaturday, March 12, 2011 13
  14. 14. MEDIUM Don’t: Think in isolation. Do: Capitalize on other communication channels to tell your story.Saturday, March 12, 2011 14
  15. 15. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html NETWORKSaturday, March 12, 2011 15
  16. 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. 17. CREDIBILITY IN WHICH WAYS CAN BE CONVEYED?Saturday, March 12, 2011 17
  18. 18. CREDIBLE CONTENT IS... Meaningful Helpful Results-Oriented ConfidentSaturday, March 12, 2011 18
  19. 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. 20. Saturday, March 12, 2011 20
  21. 21. Saturday, March 12, 2011 21
  22. 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. 23. Saturday, March 12, 2011 23
  24. 24. Saturday, March 12, 2011 24
  25. 25. Saturday, March 12, 2011 25
  26. 26. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html HELPFUL BESaturday, March 12, 2011 26
  27. 27. Saturday, March 12, 2011 27
  28. 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. 29. DEMONSTRATE ENGAGEMENTSaturday, March 12, 2011 29
  30. 30. Saturday, March 12, 2011 30
  31. 31. Saturday, March 12, 2011 31
  32. 32. Saturday, March 12, 2011 32
  33. 33. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html RESULTS-ORIENTED KEEP CONTENTSaturday, March 12, 2011 33
  34. 34. Saturday, March 12, 2011 34
  35. 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. 36. Saturday, March 12, 2011 36
  37. 37. Saturday, March 12, 2011 37
  38. 38. Saturday, March 12, 2011 38
  39. 39. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html CONFIDENT BE , NOT CONCEITEDSaturday, March 12, 2011 39
  40. 40. Saturday, March 12, 2011 40
  41. 41. Saturday, March 12, 2011 41
  42. 42. BE CONFIDENT, NOT CONCEITED Don’t: Over promote. Do: Showcase confidence while being humble.Saturday, March 12, 2011 42
  43. 43. Saturday, March 12, 2011 43
  44. 44. Saturday, March 12, 2011 44
  45. 45. Saturday, March 12, 2011 45
  46. 46. CONSISTENCY IN WHICH AREAS CAN BEST BE ACHIEVED?Saturday, March 12, 2011 46
  47. 47. CONTENT IS CONSISTENT IN ITS... Structure Voice StyleSaturday, March 12, 2011 47
  48. 48. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html STRUCTURESaturday, March 12, 2011 48
  49. 49. STRUCTURE + Lead with the meat + Include only what’s most relevant + Scatter keywords throughoutSaturday, March 12, 2011 49
  50. 50. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html VOICESaturday, March 12, 2011 50
  51. 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. 52. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html STYLESaturday, March 12, 2011 52
  53. 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. 54. Saturday, March 12, 2011 54
  55. 55. 3 ELEMENTS OF COMPELLING CONTENT Focus Credibility ConsistencySaturday, March 12, 2011 55
  56. 56. 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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