3. Why?
Buyers rely on content for 70%-100% of their process
“We sound the same as our competitors”
– Stuffy, boastful windbags
“Even our fans criticize our #$%@& content”
7. How would you measure results?
Impact on language: metrics?
Impact on activity:
– Web traffic
– Support calls
Impact on business:
– Revenue?
– Satisfaction?
Something else?
12. Start with the end: audiences & goals
People who
love
language
Their
bosses
• Connect
• Motivate
• Educate
• Follow our example
• Language matters to their business
• How we can help
• Follow our example
15. What makes a web page good?
Scanable text
Highlighted keywords
Meaningful sub-heads (not “clever”)
Bulleted lists
One idea per paragraph
Start with conclusion
Half the words
http://www.nngroup.com/articles/how-users-read-on-the-web/
16. Scanning – NOT Reading
http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
26. What Happens When Volume of Crap Soars?
Better language will matter more than ever
27. So what did I learn?
Executives may start realizing language’s power
In deluge of crappy content, language matters more than
ever
Content strategy includes:
– “Right voice”
28. What problems remain?
Assessing scale of problem
Internal alignment
Voice definition
Remain distinctive
Localization
Measurements