How to improve your contentWeb Producer Network event

Jenni Taylor29 April 2014

What can good content do?

• improve visitor experience

• organically improve SEO

• help users engage with your pages

• encourage them to perform specific tasks

• make visitors decide to stay

How long have you got?

Weibull distribution suggests the longer a visitor stays on a site, the more likely they are to stay. Most web pages have a negative ageing effect.

You’ve got 10 seconds.

What do you remember?

You’ve got 10 seconds.

What do you remember?

You’ve got 10 seconds.

What do you remember?

You’ve got 10 seconds.

What do you remember?

Cut unnecessary words

Replace these with a single word

• A large number of

• Despite the fact that

• Personal opinion

• Each and every

• Has the opportunity to

• End result

• At this point in time

• In a case which

• Many

• Although

• Opinion

• Each, every, all

• Can, could

• Result

• Now

• When, where

The recap (and the bits I missed)

• Know your audience

• Make content easy to read

• Connect with other content

• Create unique and useful content

• Tell a story

• Put substance before style

Remember, it doesn’t matter what you decorate it with…

It’s still a Nissan Micra

Finally…

Take time with the details and enjoy writing.

http://sites.cardiff.ac.uk/brandtoolkit/brand/writing/

http://hemingwayapp.com/

http://www.thesaleslion.com/brand-storytelling-example-lego-movie/