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Ten tips for creating compelling content for startup entrepreneurs. Presentation was originally delivered at a mobile app seminar at Akron University, but the writing, ideation and social sharing techniques described are widely applicable to all marketing, advertising and communication pursuits.
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Top 10 Considerations for Top-Notch Content
Lukas Treu(@LTreu)
Before We Start: A Note about Startup Communications
• If you’re inventing an app, you may well be in a startup
• Startups often lack resources
• You may sign on to write app content, but it may not end there
• You may also need to handle marketing, social media, pitching and more
• Figure out your responsibilities early, and plan!
Warning: It’s Likely More Than You Bargained For.
Content Creation for Your Mobile App
• Let’s start with what not to do.
• What are examples of bad app content?
What Makes Bad App Content?
Content Creation Tip #1
• Going into marketing? Read “Made to Stick”
• Six proven traits of “Sticky Ideas”
Simple
Unexpected
Credible
Concrete
Emotional
Stories
Start with Sticky Ideas
Content Creation Tip #2
• Another great read: “Contagious”
• Six STEPPS that make content shareable
Social currency
Triggers
Emotions
Public
Practical Value
Stories
Make It Contagious
Content Creation Tip #3
• Think in personas
• Think beyond diction and tone
• Use language, syntax and schemas to which the audience relates
• Know desires, frustrations and motivators… and play to them
• Bottom line: Make your audience comfortable
Know Your Audience
Content Creation Tip #4
• Choose whatever brand “voice” fits your product or company
• Stay consistent!
Establish Your Brand Voice… and Stick with It
Content Creation Tip #5
• Maintain proper brand voice inside and outside the app
• People want cross-channel consistency
• People form attachments to brands like they do to people
• Stay professional by staying consistent
Maintain Your Brand Voice Across Channels
Content Creation Tip #6
• Know your audience… and how they feel
• What is appropriate for the situation?
• “YOU HAVE A NEW RECORD.”
• “YOU’RE A LOSER!!”
• Be empathetic, accounting for emotions
Empathy is an Asset
Content Creation Tip #7
• Think like the least intelligent person who will use your app
• What could be misinterpreted?
• What could be offensive?
• What might possibly not work?
• Find the flaws or someone else will
If You Can Break It, Break It
Content Creation Tip #8
• Your words may be great, but they have to work with the flow of the app
• Collaborate closely with the UX expert
• Helps avoid misunderstanding and optimizes your product
Work Closely with the User Experience Team
Content Creation Tip #9
• When creating content, keep in mind you’re working with a mobile device
• The screen is small and a lot has to fit
• You don’t want a cluttered look
• Content has to be easily viewed
Remember Your Mobile App is… Mobile
Content Creation Tip #10
• C.Y.A.
• Terms of Service
• Privacy Policy
• Copyright
• Trademarks
Know Your Legal Obligations
And Remember…
• These tips apply to mobile apps… and far beyond
• Strive to think as an audience member
• Balance creativity with proven methodology
• Do what you love!
Great Content Goes Far Beyond the App
Twitter: @LTreu LinkedIn: www.Linkedin.com/in/lukastreu Blog: http://LTreu.wordpress.com