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Presentation prepared by Janette Lonsdale. Presented to graphic designers group in St. Louis
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ISCONTENT KING?
JANETTE LONSDALE
www.JanetteLonsdale.comTwitter: [email protected]
CONTENT PLANNING, CREATION & MANAGEMENT
1,722,071,000,000Pages on the internet in 2011
“Every two days we create as much information as we did from the dawn of civilization up until 2003.”
Google CEO Erick Schmidt Techonomy Conference, California, 2010
“Searchers are the most motivated people who hit a website.”
Brian Clarke, Copyblogger & Scribe
TASK FOCUSED
How do I make pancakes
I want to tell you…
How far is the sun?
Guess what I found out…..
Where is Dublin?
MOMENTS THAT MATTER
WHAT IS CONTENT?
Tech
no
log
y
De
sig
n
Na
vig
ati
on
Ma
rke
tin
g
C O N T E N T
• Text • Graphics• Photos • Forms
• Infographics • Social Media • Videos • Podcasts
Content Strategy
Audit
Plan
Develop
Publish
CONTENT STRATEGY PROCESS
HOW DO YOU DECIDE WHAT TO WRITE?
Creative brief
• What is the problem?
• Why hasn’t the problem been solved?
• What is possible?
• What is different now?
• What should you do now?
HOW MANY WORDS?
300 words per page
• 80% of time above fold
• 69% of time on left
• Read less than 20% of the words
• 1.5 minutes / 78 seconds
Credit: Nielsen Norman Group; Poynter
WHERE DO THE WORDS GO?
Credit: Nielsen Norman Group
What Happened & Other Details
Background & Rationale
Main Point & Conclusion
Traditional Narrative
History & Background
Supporting Info
Main Point
Inverted Pyramid
Some Read
Most Read
Reader Behavior
Few Readto the END
WHAT IS THE POINT?
WHAT DO YOU DO WITH CLIENT WRITTEN CONTENT?
Break it out and simplify
• Break down big paragraphs
• Add headlines
• Rewrite complex sentences (these often have lots of commas)
• Cut redundant words e.g. free gifts, foreign imports 4 p.m. in the afternoon
GUTS & ENTRAILS
“As part of the electronic delivery strategy the vision to enable customers to transact low face value commoditized financial market instruments electronically and seamlessly.”
“Customers can transfer money electronically for a reasonable price.”
Credit: Death Sentences Don Watson
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. …
Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”
1996, Bill Gates
REASONS TO HIRE A PRO COPYWRITER
1. Opportunity cost - your time is valuable
2. Web is a competitive environment
3. Pros are trained
4. Good copy increases engagement and traffic
5. Reader advocate/perspective
6. External view
7. Accuracy and consistency increases credibility
8. Can use keywords seamlessly
