More Related Content Similar to Intrigue Me: Writing Compelling Content (20) Intrigue Me: Writing Compelling Content1. INTRIGUE ME WRITING COMPELLING CONTENT
@steph_hay
steph hay {sxswi} march 12, 2011
Saturday, March 12, 2011 1
3. CREATIVE BRIEF
INFORMATION ARCHITECTURE
WIREFRAMES
DESIGN MOCKS
BUILD!
SOCIAL MEDIA INTEGRATION
CONTENT
QA + UNNECESSARY TWEAKS
LAUNCH!
Saturday, March 12, 2011 3
4. CREATIVE BRIEF
INFORMATION ARCHITECTURE
WIREFRAMES
DESIGN MOCKS
BUILD!
SOCIAL MEDIA INTEGRATION
CONTENT
QA + UNNECESSARY TWEAKS
LAUNCH!
Saturday, March 12, 2011 4
5. WE BUILD SITES
DESIGN MOBILE
CREATIVE
TALENTED TEAM
DEVELOPERS
SUBMIT YOUR EMAIL
TWITTER
THANK YOU.
Saturday, March 12, 2011 5
6. WE BUILD SITES
DESIGN MOBILE
CREATIVE
TALENTED TEAM
DEVELOPERS
SUBMIT YOUR EMAIL
TWITTER
THANK YOU.
?
Saturday, March 12, 2011 6
7. 3 ELEMENTS OF COMPELLING CONTENT
Focus
Credibility
Consistency
Saturday, March 12, 2011 7
9. FOCUS
IN WHICH AREAS CAN
BE DEMONSTRATED?
Saturday, March 12, 2011 9
11. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
AUDIENCE
Saturday, March 12, 2011 11
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. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
MEDIUM
Saturday, March 12, 2011 13
14. MEDIUM
Don’t: Think in isolation.
Do: Capitalize on other
communication channels to tell
your story.
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15. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
NETWORK
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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. CREDIBILITY
IN WHICH WAYS CAN
BE CONVEYED?
Saturday, March 12, 2011 17
19. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
MEANINGFUL
ONLY WRITE CONTENT THAT’S
Saturday, March 12, 2011 19
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
26. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
HELPFUL
BE
Saturday, March 12, 2011 26
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
33. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
RESULTS-ORIENTED
KEEP CONTENT
Saturday, March 12, 2011 33
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
39. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
CONFIDENT
BE
, NOT CONCEITED
Saturday, March 12, 2011 39
42. BE CONFIDENT, NOT CONCEITED
Don’t: Over promote.
Do: Showcase confidence while
being humble.
Saturday, March 12, 2011 42
46. CONSISTENCY
IN WHICH AREAS CAN
BEST BE ACHIEVED?
Saturday, March 12, 2011 46
48. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
STRUCTURE
Saturday, March 12, 2011 48
49. STRUCTURE
+ Lead with the meat
+ Include only what’s most relevant
+ Scatter keywords throughout
Saturday, March 12, 2011 49
50. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
VOICE
Saturday, March 12, 2011 50
51. VOICE
+ Write in a genuine tone
+ Avoid bloated technical statements
+ Rewrite anything that sounds
ridiculous when read out loud
Saturday, March 12, 2011 51
52. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
STYLE
Saturday, March 12, 2011 52
53. STYLE
+ To end (or not to end) bulleted
lists with periods
+ Capitalization, punctuation in
headings, comma usage
+ Website/web site, log in, sign up
Saturday, March 12, 2011 53
55. 3 ELEMENTS OF COMPELLING CONTENT
Focus
Credibility
Consistency
Saturday, March 12, 2011 55
56. NOW GO
Thanks a bunch for listening!
+
ROCK IT.
@steph_hay
http://speakerrate.com/speakers/7992-steph-hay
Saturday, March 12, 2011 56