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.

1. INTRIGUE ME WRITING COMPELLING CONTENT
@steph_hay
steph hay {sxswi} march 12, 2011
Saturday, March 12, 2011 1

2. http://www.flickr.com/photos/headlouse/1484615917/sizes/m/in/photostream/
YOU WANT TO CONVEY TO USERS THAT
[YOU’RE] KICK-ASS
Saturday, March 12, 2011 2

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

8. MAKE NO MISTAKE...
This
is
Hard
Saturday, March 12, 2011 8

9. FOCUS
IN WHICH AREAS CAN
BE DEMONSTRATED?
Saturday, March 12, 2011 9

10. FOCUSED CONTENT CONSIDERS...
Audience
Medium
Network
Saturday, March 12, 2011 10

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.
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17. CREDIBILITY
IN WHICH WAYS CAN
BE CONVEYED?
Saturday, March 12, 2011 17

18. CREDIBLE CONTENT IS...
Meaningful
Helpful
Results-Oriented
Confident
Saturday, March 12, 2011 18

19. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
MEANINGFUL
ONLY WRITE CONTENT THAT’S
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20. Saturday, March 12, 2011 20

21. Saturday, March 12, 2011 21

22. ONLY WRITE CONTENT THAT’S MEANINGFUL
Don’t: Write flu .
Do: Take the time to ensure your
writing *says something.*
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25. Saturday, March 12, 2011 25

26. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
HELPFUL
BE
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27. Saturday, March 12, 2011 27

28. BE HELPFUL
Don’t: Assume users know what
to do.
Do: Tell users what you want
them to do.
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29. DEMONSTRATE ENGAGEMENT
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32. Saturday, March 12, 2011 32

33. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
RESULTS-ORIENTED
KEEP CONTENT
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34. Saturday, March 12, 2011 34

35. KEEP CONTENT RESULTS-ORIENTED
Don’t: Just list what you DO.
Do: Explain what awesome
things users will GET from you.
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37. Saturday, March 12, 2011 37

38. Saturday, March 12, 2011 38

39. Copyright © Lemuhr http://acidcow.com/pics/4553-dead-flies-art-15-pics.html
CONFIDENT
BE
, NOT CONCEITED
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40. Saturday, March 12, 2011 40

41. Saturday, March 12, 2011 41

42. BE CONFIDENT, NOT CONCEITED
Don’t: Over promote.
Do: Showcase confidence while
being humble.
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45. Saturday, March 12, 2011 45

46. CONSISTENCY
IN WHICH AREAS CAN
BEST BE ACHIEVED?
Saturday, March 12, 2011 46

47. CONTENT IS CONSISTENT IN ITS...
Structure
Voice
Style
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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

54. Saturday, March 12, 2011 54

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