EMOTIONAL,INTELLECTUAL

& SOCIALTHE 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 first 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 offline)Guide visitors to action

(use colour and layout cleverly)Don’t 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!Reflect your brand’s personality.

Connect to other channels (how do you present yourself there?)

Suit the channel you’re in (humour might be OK on twitter)

INTELLECTUAL CHALLENGES YOU

Relevance

Don’t waste the visitor’s time!Where is the visitor now?

(location, what device, place in customer journey?)Be on the right level (don’t talk down or up)

Understand the challenges (yep, customer journey as well)

Prove that you know what you’re 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.You’re not giving away anything (really).

And if you do, your visitors are going to love you.Because they’ve learnt something.

SOCIAL CONNECTS YOU

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.

Don’t be afraid that the competition will steal your star players.

If you let them shine on your playing field, 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 first?

EMOTIONAL + INTELLECTUAL

+ SOCIAL=

ENGAGING

And that’s what you want your web presence to be, right?

So go and do it.

All images © David Aler 2015

Contact me via www.aler.se or email david@aler.se