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
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  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
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  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
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  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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