Post on 20-Jan-2015
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effective content writing
Effective Content Writing
23 Oct 2010
STC India Usability SIG Session
Bangalore
sudhindra v. | associate creative director | sapient
effective content writing
passportindia.gov.in
effective content writing
passportindia.gov.in
effective content writing
Instruction Booklet
passportindia.gov.in
effective content writing Instruction Booklet
effective content writing Instruction Booklet
effective content writing Instruction Booklet
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
effective content writing
written content still rules the web
effective content writing
how do you make it effective?
effective content writing
∫ …write for persuasion
∫ …less is more
∫ …but do you need to write at all?
effective content writing
∫ …write for persuasion
effective content writing
∫ …make them feel good
∫ …write for persuasion
effective content writing
Power
User!
Yahoo Account
effective content writing
Hooray, no spam here!
Gmail Spam Folder
effective content writing
We promise to look extra hard!
Search Results Page of a site
effective content writing
…playing with the bubble wrap
Friend Feed Account Tracker
effective content writing
∫ …be helpful
∫ …write for persuasion
effective content writing
effective content writing
effective content writing
∫ …align with your brand image
∫ …write for persuasion
effective content writing
Webchutney.com
effective content writing
debauchery
not before you read this
Webchutney.com
effective content writing
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’re not looking for Marine Engineers at this time, thank
you.
Webchutney.com
effective content writing
∫ …surprise them!
∫ …write for persuasion
effective content writing
Hawaiian!
Polish!
Ukrainian!
Lolspeak!
lolspeak!! lol
Flickr Login Greeting
effective content writing
∫ …be creative and different
∫ …write for persuasion
effective content writing
effective content writing
W3schools.com
effective content writing
effective content writing
∫ …write for persuasion
/ make them feel good
/ be helpful
/ align with your brand image
/ surprise them
/ be creative and different
effective content writing
∫ …less is more
Joshua Porter is the thought leader behind “microcopy”
effective content writing
∫ …provide just in time instructions
∫ …less is more
effective content writing
triple check it
Wordpress.com
effective content writing
∫ …provide a sense of re-assurance
∫ …less is more
effective content writing
You’ll create a password later
Amazon.com
effective content writing
Amazon.com
effective content writing
∫ …less is more
∫ …provide contextually important information
effective content writing
Amazon.com
effective content writing
Real-world Examples
Amazon.com
effective content writing
∫ …less is more
∫ …emphasize essential information
effective content writing
Basecamp from 37 signals
effective content writing
Amazon.com
effective content writing
Address Accuracy
Make sure you get your stuff! If the address is not entered correctly, your…
Amazon.com
effective content writing
∫ …less is more
∫ …extract bare essentials from lots of content
effective content writing Facebook
effective content writing
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”
effective content writing
∫ …but do you need to write at all?
effective content writing
∫ …when you can say it in pictures, go for Infographics
effective content writing
∫ …but do you need to write at all?
∫ …convert help to pics
effective content writing
effective content writing
effective content writing
effective content writing
∫ …but do you need to write at all?
∫ …enable visualization
effective content writing
200 billion hours a year spent
watching TV by US adults
100 million to create wikipedia
effective content writing
effective content writing
∫ …but do you need to write at all?
∫ …show connections and relationships
effective content writing
effective content writing
effective content writing
∫ …but do you need to write at all?
/ convert help to pics
/ enable visualization
/ show connections and relationships
effective content writing
good content is at core of emotional design
effective content writing
good content enhances usability
effective content writing
good content increases trust for a brand
effective content writing
good content ensures brand loyalty
effective content writing
good content increases revenues
effective content writing
thank you