To measure the effect of some of the content guidelines we had identified, we developed five different versions of the same website same basic information; different wording; same site navigation.
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We then had users perform the same tasks with the different sites. We had expected that users would like this version better than the promotional site as indeed they did , but we thought that the performance metrics would have been the same for both kinds of language. As it turned out, our four performance measures time, errors, memory, and site structure were also better for the objective version than for the promotional version.
Our conjecture to explain this finding is that promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts. When people read a paragraph that starts "Nebraska is filled with internationally recognized attractions," their first reaction is no, it's not , and this thought slows them down and distracts them from using the site. Full eyetracking report on how users read on the web is available for download.
Jakob Nielsen , Ph. Donald A. Norman former VP of research at Apple Computer. Nielsen established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use.
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About the Author Jakob Nielsen , Ph. Now you have an idea of what types of content help expose your brand to new people who want to follow you. A content audit will help you substantiate what you think is working well with quantitative data that shows you how each post performs. You might notice a disconnect between posts you think should do well and the actual top performers.
Your followers may interpret those posts as inauthentic or irrelevant, causing a decrease in engagement. Irrelevant posts are the second largest reason consumers unfollow brands on social media. Some posts serve to help you meet bigger marketing goals. But even promotional content should be on brand and true to your voice. Remember that your audience began following you for a reason.
Stick with your unique voice and style as much as possible and create content that authentically markets your brand.
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Having a consistent brand voice will also help you have a better understanding of who your audience is. During this phase, do some target audience research. Build a target persona of your audience and can compare it to who you think your target audience should be. Include things like basic demographics, acquisition channels and content preferences. You want to allocate your resources to the platforms that serve your brand and your audience the most.
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A calendar will let you take a big-picture approach to social media content planning. It will help you visualize your ideas and organize them in a way that makes the strategy easier to execute. Your content calendar will be a hub for everything you post. When deciding where to post what content, also consider what types of content perform well on that platform based on your audit.
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Keep in mind that there are best practices when it comes to the best times to post on each platform. Your strategy will involve the collective knowledge of a lot of different people within your organization. A content calendar makes it easier to collaborate on social media posts with different people across your company. Your social media strategy goes beyond what you post on your social channels. Planning and publishing your content is only a small percentage of a successful social media strategy.
A good strategy involves finding ways to actively distribute your content so that as many people as possible see it. If you actively blog, include share buttons on your posts so your audience can distribute your content to their followers like the ones you see at the top of this post! You can also encourage your audience to engage with your content by asking a question and encouraging them to share their answers, on social media or in the comments section of a blog post.
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Other people sharing your content is excellent social proof as well. Your social media content strategy should include responding to or reposting people who share your content. Recognizing when your audience is active and sharing posts at the right time will help you reach more people. Individual social media platforms have their own ways to help you maximize reach as well. On platforms like Twitter and Instagram, utilizing hashtags is a great way to distribute your content further. Hashtags help you reach people who not only follow you but are following a specific trend or interest.
On LinkedIn and Facebook, join groups related to your industry and share content when it relates to the conversation.
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Another good distribution strategy involves networking with bloggers and content creators in your niche. Other brands are more likely to share your content with their audience if you have a relationship and will return the favor. Just remember that anything you share with your audience should still be valuable to them and relate to your brand. The last step to an effective social media content strategy is measuring the results of all of your efforts.