Your content strategy needs three dimensions to make it work – the emotional, intellectual and social. This presentation outlines this approach and gives some tips based on my long experience. Hope you enjoy it and find it useful!
3. “You never get a second chance
to make a first impression”
Very true on the web.
On average, visitors decide
in the first 10 seconds
whether to stay or not*.
And remember, you want
them to come back!
So you can make a second impression (Right?)
*Nielsen Norman Group
5. Set the mood (what mood do you want?)
Show off your brand (hip? retro? businesslike?)
Connect to your look in other channels (even offline)
Guide visitors to action
(use colour and layout cleverly)
Don’t forget typography! (most fonts are OK now)
7. Get to the point (you do have a point
with your website, right?)
Answer why the visitor should choose you
(why are you better than the competition?)
Prompt action (yes, information is nice but…)
9. Your tone of voice is a conscious choice!
Reflect your brand’s personality.
Connect to other channels
(how do you present yourself there?)
Suit the channel you’re in
(humour might be OK on twitter)
12. Don’t waste the visitor’s time!
Where is the visitor now?
(location, what device, place in customer journey?)
Be on the right level (don’t talk down or up)
Understand the challenges
(yep, customer journey as well)
Prove that you know what you’re talking about!
14. How simply can you say it?
Do you need to say it in different ways?
(people are different)
Have you tested it on real people?
(not only yourselves)
16. Depth shows that you understand the challenges.
You’re not giving away anything (really).
And if you do, your visitors are going to love you.
Because they’ve learnt something.
21. Tell your visitors about your staff.
(they are usually interested)
Let staff contribute to your content
and give them credit.
Don’t be afraid that the competition
will steal your star players.
If you let them shine on your playing field,
they will become more loyal.