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Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
Effective contentwriting 23oct2010_v1.0
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Effective contentwriting 23oct2010_v1.0

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Effective Content Writing - Examples and principles...

Effective Content Writing - Examples and principles...

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  • 1. effective content writing Effective Content Writing 23 Oct 2010 STC India Usability SIG Session Bangalore sudhindra v. | associate creative director | sapient
  • 2. effective content writing passportindia.gov.inpassportindia.gov.in
  • 3. effective content writing passportindia.gov.inpassportindia.gov.in
  • 4. effective content writing Instruction BookletInstruction Booklet passportindia.gov.inpassportindia.gov.in
  • 5. effective content writing Instruction BookletInstruction Booklet
  • 6. effective content writing Instruction BookletInstruction Booklet
  • 7. effective content writing Instruction BookletInstruction Booklet
  • 8. effective content writing let’s talk some numbers 15.43 billion pages on the web 109.5 million+ websites are in operation 550+ billion documents buried in the “deep web” 1 billion Youtube videos watched per month
  • 9. effective content writing written content still rules the web
  • 10. effective content writing how 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 ∫ …make them feel good  ∫ …write for persuasion
  • 14. effective content writing Power User!Power User! Yahoo AccountYahoo Account
  • 15. effective content writing Hooray, no spam here!Hooray, no spam here! Gmail Spam FolderGmail Spam Folder
  • 16. effective content writing We promise to look extra hard!We promise to look extra hard! Search Results Page of a siteSearch Results Page of a site
  • 17. effective content writing …playing with the bubble wrap…playing with the bubble wrap Friend Feed Account Tracker Friend Feed Account Tracker
  • 18. effective content writing ∫ …be helpful ∫ …write for persuasion
  • 19. effective content writing
  • 20. effective content writing
  • 21. effective content writing ∫ …align with your brand image ∫ …write for persuasion
  • 22. effective content writing Webchutney.comWebchutney.com
  • 23. effective content writing debaucherydebauchery not before you read thisnot before you read this Webchutney.comWebchutney.com
  • 24. effective content writing Congrats that you were school monitor and all but no that won’t really help your case. Congrats that you were school monitor and all but no that won’t really help your case. We are like those attention seeking whores.We are like those attention seeking whores. We’re not looking for Marine Engineers at this time, thank you. We’re not looking for Marine Engineers at this time, thank you. Webchutney.comWebchutney.com
  • 25. effective content writing ∫ …surprise them! ∫ …write for persuasion
  • 26. effective content writing Hawaiian!Hawaiian! Polish!Polish! Ukrainian!Ukrainian! Lolspeak!Lolspeak! lolspeak!!  lol Flickr Login GreetingFlickr Login Greeting
  • 27. effective content writing ∫ …be creative and different ∫ …write for persuasion
  • 28. effective content writing
  • 29. effective content writing W3schools.comW3schools.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 ∫ …provide just in time instructions ∫ …less is more
  • 34. effective content writing triple check ittriple check it Wordpress.comWordpress.com
  • 35. effective content writing ∫ …provide a sense of re-assurance ∫ …less is more
  • 36. effective content writing You’ll create a password laterYou’ll create a password later Amazon.comAmazon.com
  • 37. effective content writing Amazon.comAmazon.com
  • 38. effective content writing ∫ …less is more ∫ …provide contextually important information
  • 39. effective content writing Amazon.comAmazon.com
  • 40. effective content writing Real-world ExamplesReal-world Examples Amazon.comAmazon.com
  • 41. effective content writing ∫ …less is more ∫ …emphasize essential information
  • 42. effective content writing Basecamp from 37 signals Basecamp from 37 signals
  • 43. effective content writing Amazon.comAmazon.com
  • 44. effective content writing Address Accuracy Make sure you get your stuff! If the address is not entered correctly, your… Address Accuracy Make sure you get your stuff! If the address is not entered correctly, your… Amazon.comAmazon.com
  • 45. effective content writing ∫ …less is more ∫ …extract bare essentials from lots of content
  • 46. effective content writing FacebookFacebook
  • 47. effective content writing FacebookFacebook
  • 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 writing 200 billion hours a year spent watching TV by US adults 200 billion hours a year spent watching TV by US adults 100 million to create wikipedia100 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 writing good content is at core of emotional design
  • 63. effective content writing good content enhances usability
  • 64. effective content writing good content increases trust for a brand
  • 65. effective content writing good content ensures brand loyalty
  • 66. effective content writing good content increases revenues
  • 67. effective content writing thank you

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