Write the Right Words
Internet Content Writing
Deborah Chaddock Brown
#writerightwords
@thesmroadmap
Agenda
• Marketing
Content vs.
Web Content
• Blog Articles
• Newsletters
• Social Media
• Editorial
Calendar
2014 Copyrigh...
Marketing Content
2014 Copyright AllWrite Ink 3
Website Content
2014 Copyright AllWrite Ink 4
Website Tips
Keep the Reader in Mind
Use Geographical Terms
Ask a Question
Use Bullet Points
2014 Copyright AllWrite I...
Short sentences
Key word phrases
Be Easily Reached
Have a Call to Action
2014 Copyright AllWrite Ink 6
Which do You Prefer?
2014 Copyright AllWrite Ink 7
Too Few Words?
2014 Copyright AllWrite Ink 8
2014 Copyright AllWrite Ink 9
Too Many Words?
Just Right!
2014 Copyright AllWrite Ink 10
Ask Yourself:
Who is my audience?
What is their pain?
What is ONE THING I offer?
2014 Copyright AllWrite Ink 11
Call to Action
Sign up for Newsletter
Click on a link
Fill out a survey
Watch a video
2014 Copyright AllWrite Ink 12
Blog - Articles
2014 Copyright AllWrite Ink 13
48% of people on the
web will get their news
and information from
blogs.
2014 Copyright AllWrite Ink 14
More than 50% read a
blog at least monthly.
2014 Copyright AllWrite Ink 15
Companies who use
blogs attract 55% more
visitors to their website
than companies who
don’t use a blog.
2014 Copyright Al...
2014 Copyright AllWrite Ink 17
Writing a Blog
2014 Copyright AllWrite Ink 18
1. People will find you
2. Share expertise
3. Everybody else is NOT
doing it...
Eric Binnion’s Blog Post Anatomy
1. Start with a good headline.
 This is one of the first things that readers
will see on...
Eric Binnion’s Blog Post Anatomy
2. Main image
 Nearly all of the blog posts that I write
have an image at the very top. ...
Eric Binnion’s Blog Post Anatomy
3. Introductory paragraph
 This paragraph is likely the most
important of the blog post....
Eric Binnion’s Blog Post Anatomy
4. Quote or short story
 Right after the introduction, a quote or
short story can help t...
Eric Binnion’s Blog Post Anatomy
5. The meat
 Everything to this point was an
introduction which served to hook the
reade...
Eric Binnion’s Blog Post Anatomy
6. Conclusion
 At the end of your post, it’s a good idea to
summarize your main ideas so...
2014 Copyright AllWrite Ink 25
From
http://socialtrig
gers.com/perfec
t-blog-post/
Other Blog Benefits
1. A Reason to Return
2. Google Authority
3. Brand Awareness
4. Drive Traffic
2014 Copyright AllWrite ...
How Often?
Daily
3/Week
Weekly
Bi-Monthly
Monthly
2014 Copyright AllWrite Ink 27
2014 Copyright AllWrite Ink 28
Newsletters
• Visibility
• Value
• Trust
• Authority
• Offer
2014 Copyright AllWrite Ink 29
2014 Copyright AllWrite Ink 30
Your Prospect is Luke.
You are Obi Wan.
The mistake most often made in marketing is
think...
Newsletter Tips
• Short
• Informative
• Actionable
• Mobile Friendly
• Sharable
2014 Copyright AllWrite Ink 31
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Newsletter
2014 Copyright AllWrite Ink 32
Main Article: Health Ben...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Blog Article
2014 Copyright AllWrite Ink 33
Tip one for spring cle...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Blog Article
2014 Copyright AllWrite Ink 34
Tip two for spring cle...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Blog Article
2014 Copyright AllWrite Ink 35
Tip three for spring c...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Twitter
2014 Copyright AllWrite Ink 36
Include your kids in the pl...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Facebook
2014 Copyright AllWrite Ink 37
• Do you have a plan for
s...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 ANOTHER Blog Post
2014 Copyright AllWrite Ink 38
Take the response...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 LinkedIn
2014 Copyright AllWrite Ink 39
The Almanac calls for
high...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Google+
2014 Copyright AllWrite Ink 40
We offered three tips for
s...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Pinterest
2014 Copyright AllWrite Ink 41
Create an infographic wit...
Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 YouTube
2014 Copyright AllWrite Ink 42
Create a 90 second video fo...
All From
ONE IDEA
2014 Copyright AllWrite Ink 43
Stay
on
Track
2014 Copyright AllWrite Ink 44
January February March
Topics After holiday cleaning Green cleaning Spring cl...
Bottom Line
Keep Reader in Mind
Offer Value
Use Key Words
Be Consistent
Have a Plan
WORK the Plan
2014 Copyright All...
2014 Copyright AllWrite Ink 46
Do you have more questions?
Give me a call or send an email:
330-414-8792
Deborah Chaddock ...
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Write the Right Words for the Internet - AllWrite Ink

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Slides from a presentation at Notre Dame College, Cleveland Ohio April 19, 2014. Offering information on writing content for the Internet by Deborah Chaddock Brown of http://www.allwriteink.com and http://www.thesocialmediaroadmap.com

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Write the Right Words for the Internet - AllWrite Ink

  1. 1. Write the Right Words Internet Content Writing Deborah Chaddock Brown #writerightwords @thesmroadmap
  2. 2. Agenda • Marketing Content vs. Web Content • Blog Articles • Newsletters • Social Media • Editorial Calendar 2014 Copyright AllWrite Ink 2
  3. 3. Marketing Content 2014 Copyright AllWrite Ink 3
  4. 4. Website Content 2014 Copyright AllWrite Ink 4
  5. 5. Website Tips Keep the Reader in Mind Use Geographical Terms Ask a Question Use Bullet Points 2014 Copyright AllWrite Ink 5
  6. 6. Short sentences Key word phrases Be Easily Reached Have a Call to Action 2014 Copyright AllWrite Ink 6
  7. 7. Which do You Prefer? 2014 Copyright AllWrite Ink 7
  8. 8. Too Few Words? 2014 Copyright AllWrite Ink 8
  9. 9. 2014 Copyright AllWrite Ink 9 Too Many Words?
  10. 10. Just Right! 2014 Copyright AllWrite Ink 10
  11. 11. Ask Yourself: Who is my audience? What is their pain? What is ONE THING I offer? 2014 Copyright AllWrite Ink 11
  12. 12. Call to Action Sign up for Newsletter Click on a link Fill out a survey Watch a video 2014 Copyright AllWrite Ink 12
  13. 13. Blog - Articles 2014 Copyright AllWrite Ink 13
  14. 14. 48% of people on the web will get their news and information from blogs. 2014 Copyright AllWrite Ink 14
  15. 15. More than 50% read a blog at least monthly. 2014 Copyright AllWrite Ink 15
  16. 16. Companies who use blogs attract 55% more visitors to their website than companies who don’t use a blog. 2014 Copyright AllWrite Ink 16
  17. 17. 2014 Copyright AllWrite Ink 17
  18. 18. Writing a Blog 2014 Copyright AllWrite Ink 18 1. People will find you 2. Share expertise 3. Everybody else is NOT doing it. 4. Blogging is easy – it’s not rocket science.
  19. 19. Eric Binnion’s Blog Post Anatomy 1. Start with a good headline.  This is one of the first things that readers will see on your page. Your headline also often serves as the title for your page. 2014 Copyright AllWrite Ink 19
  20. 20. Eric Binnion’s Blog Post Anatomy 2. Main image  Nearly all of the blog posts that I write have an image at the very top. This is because images can help get the reader engaged with the post as well help support a point. 2014 Copyright AllWrite Ink 20
  21. 21. Eric Binnion’s Blog Post Anatomy 3. Introductory paragraph  This paragraph is likely the most important of the blog post. The introductory paragraph should explain to readers the overall idea of the post without being too long. 2014 Copyright AllWrite Ink 21
  22. 22. Eric Binnion’s Blog Post Anatomy 4. Quote or short story  Right after the introduction, a quote or short story can help the reader connect with your story. 2014 Copyright AllWrite Ink 22
  23. 23. Eric Binnion’s Blog Post Anatomy 5. The meat  Everything to this point was an introduction which served to hook the reader. The next several paragraphs will be your actual content.  I like to break my meat up into different sections using headings or images. You can, of course, also use lists to make data more appealing. 2014 Copyright AllWrite Ink 23
  24. 24. Eric Binnion’s Blog Post Anatomy 6. Conclusion  At the end of your post, it’s a good idea to summarize your main ideas so that you have tried everything you can to get your point across the reader. This is also an opportune time for you to include a call to action. I usually like to ask readers a question to try and get comments.  Read article at http://www.artofblog.com/the-anatomy-of-a- good-blog-post/ 2014 Copyright AllWrite Ink 24
  25. 25. 2014 Copyright AllWrite Ink 25 From http://socialtrig gers.com/perfec t-blog-post/
  26. 26. Other Blog Benefits 1. A Reason to Return 2. Google Authority 3. Brand Awareness 4. Drive Traffic 2014 Copyright AllWrite Ink 26
  27. 27. How Often? Daily 3/Week Weekly Bi-Monthly Monthly 2014 Copyright AllWrite Ink 27
  28. 28. 2014 Copyright AllWrite Ink 28
  29. 29. Newsletters • Visibility • Value • Trust • Authority • Offer 2014 Copyright AllWrite Ink 29
  30. 30. 2014 Copyright AllWrite Ink 30 Your Prospect is Luke. You are Obi Wan. The mistake most often made in marketing is thinking of your business as the hero, resulting in egocentric messages that no one else cares about. The prospect is always the primary hero, because they are the one going on the journey — whether big or small — to solve a problem or satisfy a desire. - Courtesy of CopyBlogger
  31. 31. Newsletter Tips • Short • Informative • Actionable • Mobile Friendly • Sharable 2014 Copyright AllWrite Ink 31
  32. 32. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Newsletter 2014 Copyright AllWrite Ink 32 Main Article: Health Benefits of spring cleaning your home Call to action: Give us a call – we can do the cleaning for you
  33. 33. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Blog Article 2014 Copyright AllWrite Ink 33 Tip one for spring cleaning your home: Have a plan. Include strategies, tips and ways to include the children in the process. Give examples and perhaps a chore chart to measure success.
  34. 34. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Blog Article 2014 Copyright AllWrite Ink 34 Tip two for spring cleaning your home: Tackle one room at a time, offer a check list for each room of things that you can be cleaning.
  35. 35. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Blog Article 2014 Copyright AllWrite Ink 35 Tip three for spring cleaning your home: have the right tools at hand, offer a listing of the best home remedies, cleaning tools, etc. for making the process easier.
  36. 36. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Twitter 2014 Copyright AllWrite Ink 36 Include your kids in the plan for #springcleaning your home this month. www.tinyurl.com (link to your blog article) Here are 3 tips for #springcleaning your home www.tinyurl.com (link to the Newsletter)
  37. 37. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Facebook 2014 Copyright AllWrite Ink 37 • Do you have a plan for spring cleaning this year? • What is your best tip for spring cleaning – share it here • What is the most difficult room to tackle when you are spring cleaning?
  38. 38. Repurpose Content Single Idea: 3 Spring Cleaning Tips  ANOTHER Blog Post 2014 Copyright AllWrite Ink 38 Take the responses from your Facebook business page to create another article
  39. 39. Repurpose Content Single Idea: 3 Spring Cleaning Tips  LinkedIn 2014 Copyright AllWrite Ink 39 The Almanac calls for higher than normal pollen levels this year. See how spring cleaning reduces risks. (link to newsletter)
  40. 40. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Google+ 2014 Copyright AllWrite Ink 40 We offered three tips for spring cleaning, but here are some additional ones that customers have suggested. (Link to blog post)
  41. 41. Repurpose Content Single Idea: 3 Spring Cleaning Tips  Pinterest 2014 Copyright AllWrite Ink 41 Create an infographic with the three tips. Take pictures of the cleaning supplies and tools and link back to website
  42. 42. Repurpose Content Single Idea: 3 Spring Cleaning Tips  YouTube 2014 Copyright AllWrite Ink 42 Create a 90 second video for each of the tips and upload to your YouTube channel and link back to the website.
  43. 43. All From ONE IDEA 2014 Copyright AllWrite Ink 43
  44. 44. Stay on Track 2014 Copyright AllWrite Ink 44 January February March Topics After holiday cleaning Green cleaning Spring cleaning Press Release 3 Environmentally Friendly Tips for Disposing of Your Tree 3 Simple Must Have Ingredients for Green Cleaning 3 Tips for Organizing Closets Newsletter – primary article Getting your home back after the holidays Preparing for allergy season Newsletter – secondary article Lead in to the 3 Environmentally Friendly Tips for Disposing of Your Tree Lead in to the 3 Simple Must Have Ingredients for Green Cleaning Lead in to the 3 Tips for Organizing Closets Blog post week one Storing ornaments properly Using Vinegar to clean the kitchen Donation locations in your community Blog post week two Oven cleaning Did you know what you can do with a banana peel? Reducing allergens on your mattress Blog post week three Quick microwave cleaning tips Baking soda is a great way to unclog sinks Latest in closet organization products for sale Blog post week four Keeping trash cans fresh Making spring cleaning a family affair Blog post week five Latest report on chemicals in household cleaning products Proper way to clean windows inside and out
  45. 45. Bottom Line Keep Reader in Mind Offer Value Use Key Words Be Consistent Have a Plan WORK the Plan 2014 Copyright AllWrite Ink 45
  46. 46. 2014 Copyright AllWrite Ink 46 Do you have more questions? Give me a call or send an email: 330-414-8792 Deborah Chaddock Brown deborah@allwriteink.com Visit our websites www.allwriteink.com www.thesocialmediaroadmap.com For more information
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