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Emotional, intellectual & social - the holy trinity of content strategy

David Aler
David Aler

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!

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EMOTIONAL, INTELLECTUAL & SOCIAL THE HOLY TRINITY OF CONTENT STRATEGY David Aler
EMOTIONAL THE FIRST WAVE
You never get a second chance to make a first impression Very true on the web. On average, visitors decide in the 鍖rst 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
Strong visuals
Set the mood (what mood do you want?) Show off your brand (hip? retro? businesslike?) Connect to your look in other channels (even of鍖ine) Guide visitors to action (use colour and layout cleverly) Dont forget typography! (most fonts are OK now)
A strong message
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)
Personality
Your tone of voice is a conscious choice! Re鍖ect your brands personality. Connect to other channels (how do you present yourself there?) Suit the channel youre in (humour might be OK on twitter)
INTELLECTUAL CHALLENGESYOU
Relevance
Dont waste the visitors time! Where is the visitor now? (location, what device, place in customer journey?) Be on the right level (dont talk down or up) Understand the challenges (yep, customer journey as well) Prove that you know what youre talking about!
Clarity
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)
Depth
Depth shows that you understand the challenges. Youre not giving away anything (really). And if you do, your visitors are going to love you. Because theyve learnt something.
SOCIAL CONNECTSYOU
Who are you?
Show that you care about your visitors. Ask for their feedback. Use analytics (including social)
Who are we?
Tell your visitors about your staff. (they are usually interested) Let staff contribute to your content and give them credit. Dont be afraid that the competition will steal your star players. If you let them shine on your playing 鍖eld, they will become more loyal.
How can we connect?
Enable communication channels that suit your visitors, not you. On their terms, not yours (within limits). Mobile 鍖rst?
EMOTIONAL + INTELLECTUAL + SOCIAL = ENGAGING
And thats what you want your web presence to be, right? So go and do it.
All images 息 David Aler 2015 Contact me via www.aler.se or email david@aler.se

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Emotional, intellectual & social - the holy trinity of content strategy

  • 1. EMOTIONAL, INTELLECTUAL & SOCIAL THE HOLY TRINITY OF CONTENT STRATEGY David Aler
  • 3. You never get a second chance to make a first impression Very true on the web. On average, visitors decide in the 鍖rst 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 of鍖ine) Guide visitors to action (use colour and layout cleverly) Dont 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! Re鍖ect your brands personality. Connect to other channels (how do you present yourself there?) Suit the channel youre in (humour might be OK on twitter)
  • 12. Dont waste the visitors time! Where is the visitor now? (location, what device, place in customer journey?) Be on the right level (dont talk down or up) Understand the challenges (yep, customer journey as well) Prove that you know what youre 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)
  • 15. Depth
  • 16. Depth shows that you understand the challenges. Youre not giving away anything (really). And if you do, your visitors are going to love you. Because theyve learnt something.
  • 19. Show that you care about your visitors. Ask for their feedback. Use analytics (including social)
  • 21. Tell your visitors about your staff. (they are usually interested) Let staff contribute to your content and give them credit. Dont be afraid that the competition will steal your star players. If you let them shine on your playing 鍖eld, they will become more loyal.
  • 22. How can we connect?
  • 23. Enable communication channels that suit your visitors, not you. On their terms, not yours (within limits). Mobile 鍖rst?
  • 25. And thats what you want your web presence to be, right? So go and do it.
  • 26. All images 息 David Aler 2015 Contact me via www.aler.se or email david@aler.se