Effective contentwriting 23oct2010_v1.0

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Effective Content Writing - Examples and principles...

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Effective contentwriting 23oct2010_v1.0

  1. 1. effective content writing Effective Content Writing 23 Oct 2010 STC India Usability SIG Session Bangalore sudhindra v. | associate creative director | sapient
  2. 2. effective content writing passportindia.gov.inpassportindia.gov.in
  3. 3. effective content writing passportindia.gov.inpassportindia.gov.in
  4. 4. effective content writing Instruction BookletInstruction Booklet passportindia.gov.inpassportindia.gov.in
  5. 5. effective content writing Instruction BookletInstruction Booklet
  6. 6. effective content writing Instruction BookletInstruction Booklet
  7. 7. effective content writing Instruction BookletInstruction Booklet
  8. 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. 9. effective content writing written content still rules the web
  10. 10. effective content writing how do you make it effective?
  11. 11. effective content writing ∫ …write for persuasion ∫ …less is more ∫ …but do you need to write at all?
  12. 12. effective content writing ∫ …write for persuasion
  13. 13. effective content writing ∫ …make them feel good  ∫ …write for persuasion
  14. 14. effective content writing Power User!Power User! Yahoo AccountYahoo Account
  15. 15. effective content writing Hooray, no spam here!Hooray, no spam here! Gmail Spam FolderGmail Spam Folder
  16. 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. 17. effective content writing …playing with the bubble wrap…playing with the bubble wrap Friend Feed Account Tracker Friend Feed Account Tracker
  18. 18. effective content writing ∫ …be helpful ∫ …write for persuasion
  19. 19. effective content writing
  20. 20. effective content writing
  21. 21. effective content writing ∫ …align with your brand image ∫ …write for persuasion
  22. 22. effective content writing Webchutney.comWebchutney.com
  23. 23. effective content writing debaucherydebauchery not before you read thisnot before you read this Webchutney.comWebchutney.com
  24. 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. 25. effective content writing ∫ …surprise them! ∫ …write for persuasion
  26. 26. effective content writing Hawaiian!Hawaiian! Polish!Polish! Ukrainian!Ukrainian! Lolspeak!Lolspeak! lolspeak!!  lol Flickr Login GreetingFlickr Login Greeting
  27. 27. effective content writing ∫ …be creative and different ∫ …write for persuasion
  28. 28. effective content writing
  29. 29. effective content writing W3schools.comW3schools.com
  30. 30. effective content writing
  31. 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. 32. effective content writing ∫ …less is more Joshua Porter is the thought leader behind “microcopy”
  33. 33. effective content writing ∫ …provide just in time instructions ∫ …less is more
  34. 34. effective content writing triple check ittriple check it Wordpress.comWordpress.com
  35. 35. effective content writing ∫ …provide a sense of re-assurance ∫ …less is more
  36. 36. effective content writing You’ll create a password laterYou’ll create a password later Amazon.comAmazon.com
  37. 37. effective content writing Amazon.comAmazon.com
  38. 38. effective content writing ∫ …less is more ∫ …provide contextually important information
  39. 39. effective content writing Amazon.comAmazon.com
  40. 40. effective content writing Real-world ExamplesReal-world Examples Amazon.comAmazon.com
  41. 41. effective content writing ∫ …less is more ∫ …emphasize essential information
  42. 42. effective content writing Basecamp from 37 signals Basecamp from 37 signals
  43. 43. effective content writing Amazon.comAmazon.com
  44. 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. 45. effective content writing ∫ …less is more ∫ …extract bare essentials from lots of content
  46. 46. effective content writing FacebookFacebook
  47. 47. effective content writing FacebookFacebook
  48. 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. 49. effective content writing ∫ …but do you need to write at all?
  50. 50. effective content writing ∫ …when you can say it in pictures, go for Infographics
  51. 51. effective content writing ∫ …but do you need to write at all? ∫ …convert help to pics
  52. 52. effective content writing
  53. 53. effective content writing
  54. 54. effective content writing
  55. 55. effective content writing ∫ …but do you need to write at all? ∫ …enable visualization
  56. 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. 57. effective content writing
  58. 58. effective content writing ∫ …but do you need to write at all? ∫ …show connections and relationships
  59. 59. effective content writing
  60. 60. effective content writing
  61. 61. effective content writing ∫ …but do you need to write at all? / convert help to pics / enable visualization / show connections and relationships
  62. 62. effective content writing good content is at core of emotional design
  63. 63. effective content writing good content enhances usability
  64. 64. effective content writing good content increases trust for a brand
  65. 65. effective content writing good content ensures brand loyalty
  66. 66. effective content writing good content increases revenues
  67. 67. effective content writing thank you

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