1. What is Good Content?

• (Message x Persuasive copy)

+ Piercing Headlines

+ Compelling images

+ Relevant links

+ Limited multimedia

+ Effective navigation

anything that isnt absolutely necessary

Results that achieve the goal

Want better results? Change the factors and test!

2. Big Questions: What is the goal of this content? What is the message that supports the goal? 3. Key Elements Headlines 4. Key Elements Headlines Images & Hero shots 5. Key Elements Headlines Images & Hero shots Copy 6. Copy Anticipate the audience- who is this content for? Does it speak to the audience in ways they understand? Does it tell them what they want to know? Does it support the goal? Readable? Accessible? 7. Copy Anticipate the audience- who is this content for? Does it speak to the audience in ways they understand? Does it tell them what they want to know? Does it support the goal? Readable? Accessible? 8. Key Elements Headlines Images & Hero shots Copy White Space! 9. Key Elements Headlines Images & Hero shots Copy White Space! Bullets and lists 10. Key Elements Headlines Images & Hero shots Copy White Space! Bullets and lists Links to the goal 11. Content Case Study

Simplweb believes that it can save the average small

business owner thousands of dollars on their website.

How can we best persuade them?

Lets discuss three versions of the same content.

The goal is to convince a trial member to subscribe for

$19.95/month.

SimplwebCompare

12. Useful Learning Resources

Jakob Nielsons Use It!

Usability design and content suggestions- free newsletter!

http://www.useit.com/alertbox/print-vs-online-content.html

Copyblogger

Writing for the web- free newsletter

http://www.copyblogger.com/how-to-write-headlines-that-work/

Marketing Experiments

Research-based to discover what really works in optimization free newsletter!

http:// www.marketingexperiments.com

Marketing Sherpa

Subscription-based resource database of studies- expensive but worth it! $600/year

Free one month subscription

http:// www.marketingsherpa.com

13. Useful Tools for Content

Writing and formatting copy- Dreamweaver, Nvu, and

WYSIWYGPro

Stock images- iStockphoto.com

Imagine editing- Fireworks and Fotoflexer

Camtasia for video

Interactive Content-SproutBuilder

14. Dont Forget

Maximum Video Impact: How to Use Video to Grow Marketshareat 1:30pm Thursday!

Clear, Concise Content For The Webat 2:30pm Thursday with Sam!

Promote Your Site: Tools To Keep Your Audiencewith me- 2:30pm Thursday!

Black Belt JoomlaFriday at 10am with Barrie!

Heres a taste:

Everyone is in the business of conversion. Make no bones about it, because a successful site

not only gets traffic, but it also converts site visitors into customers. Heck, even your local

library is in the conversion business!

Sign up for a trial Simplweb site and enter to win a free site for life!

www.simplweb.com/expo

Tom Elliott

[email_address]