After participating to the content strategy event Confab UK 2013, I created this presentation to share with my colleagues what I learned form Jinny Redish, Sarah Richards and Matthew Thompson conferences.
Write down a creative and short
brief for each piece of content.
KakaoTalk for PC
Problem of the user: Kakaotalk doesn’t exist on
PC (for now). We want that he/she reads:
this article with the work around,
the news announcing the PC version soon
download Bluestacks and Kakaotalk
a list of tips about Kakaotalk
P1 (low/medium tech knowledge user): has
not a smartphone and want to communicate
with family and friends using Kakaotalk on
I’ll write a simple tutorial step by step
explaining how to have Kakaotalk on PC
using Bluestacks (windows/mac) with links to
the news and other articles useful for him.
what you want
people to do
the person you
are talking with
your piece of
content in 2 lines
Organize your content before:
Think topic, not book!
(3 short tutorial are better than 1 very long)
Readable on every device:
PC, tablet, phone (Content Models are
Use the question of the user as title
The essential message goes first
Break up text with parallel, useful headings
Add always a call to action at the end
(read another article, a news, a
guide, download something, leave a
grab and go
Never stop the
Use the same user’s words
to write your content.
Kakaotalk for pc
Kakaotalk via pc
Kakaotalk pc client
Using kakaotalk on pc
Install kakaotalk on pc
How to use kakaotalk on pc
Kakaotalk messenger on pc
Kakaotalk for mac
Kakaotalk windows 7
Kakaotalk windows 8
Talk to (and with) your customers
(use conversational phrases)
Take into account the user’s emotions!
I’ve an old phone…
Without Kakaotalk I
can’t talk with my
Some suggestions to write
good web content:
Fast: short sentences and paragraphs
Scannable text: use bold and HEADINGS.
Link other articles useful for the user.
Lenght: 3-4 scrolls max.
Conversation doesn’t end with publication!
Data are your friends!
Find your topics
Become an expert
Read the opinions
Nurture the conversation
Not a series of isolated dispatches: a
Extend the conversation: go where it is
Connect. Share. Promote. Engage.
Guide the conversation: find relations, give
opinions, never stop to help
6 steps for perfect conversations
Listen to the user
Plan your content
Organize the content
Calibrate your tone
Do you make these
during the conversation?
1. Not listening
2. Forgetting that the user comes to our site
to accomplish tasks and not just to hang
3. Thinking that the user needs are your
4. Making assumptions, instead of
5. Forgetting that sometimes what the user
asks is different from what he needs.
6. Changing the topic to suit your own
7. Thinking of you as the only great expert
to be listened.
8. Doing a monologue: make questions!
9. Boring your user
10. Break a conversation
«The objects of conversation are
pleasure and improvement»
«A journey towards a goal»
Quests invite participation.
Quests create loyal followers
Quests need empathy.
You have space and time to say
everything we need to know about
something (and no boring!).
They have a template.
Sell the question, not the answer.
Sell the mission, not the product.
A quest gives life to your articles.
«With great power
comes great responsibility:
very often people have no choice
but to use our services»
If you want to know more…
Ginny Redish, Letting go of the words
Matthew Thompson, The art of the Quest
Sarah Richards, GOV.UK editorial style guide