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How to create more engaging editorial content

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A 7-step process for creating content that's designed to get the audience engaged and get results!

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How to create more engaging editorial content

  1. 1. Engage!7 Strategies for DrivingRelevance & Resonancein Written Content
  2. 2. Good writing does not succeed orfail on the strength of its ability topersuade. It succeeds or fails onthe strength of its ability toengage you, to make you think, togive you a glimpse into someoneelses head.~Malcolm Gladwell
  3. 3. This is the outside of Malcolm Gladwell’s head.
  4. 4. When our content doesn’t address theaudience’s needs right from the start,they move on to content that does.An inconvenient truth
  5. 5. What is engagement?
  6. 6. Engagement prompts action.PurchasesReferralsLikes,etc.Social sharingSubscriptionsCommentsReviewsClicksLinksQueriesSurveysConversations
  7. 7. Raises awarenessProvides info & knowledgeCreates interest & considerationOffers supporting info & contextEngaging content:
  8. 8. Drive engagement with:Audience focusCall to actionRelevant detailsVoice & toneFormattingHeads/subheadsImagesShareability
  9. 9. Audience Focus
  10. 10. 1. Be the AudienceWhat gets and keeps you interested?Investigate your own experience as acontent consumer to learn whatcompels engagement.
  11. 11. 2. Define Your Audience(s)Who, specifically, are you trying toreach?Develop persona(e), not labels, tounderstand your audience better.
  12. 12. PeopleHow you describe your audience in termsof traits, values, needs/concerns and theexperience/feeling they want to have.Busy parents seeking safe, educational after-schoolcare for their kids.orTenants who need off-hours repairs.
  13. 13. Purpose | Call to Action
  14. 14. 3. Focus on PurposeWhat do you want the audience tothink, feel and/or do?Guide content & improve results witha clear purpose & call to action.
  15. 15. Purpose | Call to ActionPurpose | Call to ActionWhat you want theaudience to think/feelWhat you want theaudience to doTAC is a good steward ofmy donation/I trust TACThe people I like toassociate with supportTACI’m proud of myinvolvement with TACCome to TAC eventsContinue to supportTAC/increase supportEncourage others tosupport TAC
  16. 16. Relevance
  17. 17. 3. Increase Relevance w/QuestionsWhat are the questions andobjections the audience may have?Anticipate & address audiencequestions, push-back & concerns.
  18. 18. QuestionsWhat questions/objections might youraudience have?What’s in it for me?Why should I care?Is this relevant to me?What do you need me to do?I can’t afford it/I don’t have time.
  19. 19. 5. Increase Relevance w/DetailsWhat evidence, explanations &/orexamples address needs, supportideas?Use details to expand on keyconcepts, answer questions &enhance relevance.
  20. 20. ContentContentMain Idea Key DetailsThe one most importantthing you want theaudience to knowThe big idea or take-awayEvidenceExamplesExplanation
  21. 21. 3 Kinds of DetailsEvidence: facts, data; helpful todecision-makersExamples: anecdotes, stories;useful for re-affirming or showingExplanations: definitions,descriptions; critical for curious,uninformed or new people
  22. 22. Connection
  23. 23. 6. Connect w/Voice & Word ChoiceWho does your audience want tohear from?Use voice and word choice to appealto audience & build credibility, trust.
  24. 24. Word choice builds trust, drives voiceChoose accessible, meaningful words.Use plain, not boring, language.Explain jargon & technical terms asneeded.How-to tips: http://bit.ly/RSruBI
  25. 25. Choose a voice that sounds likesomeone your audience trusts andwants to hear from.Connect audience and writerpersonae.How-to tips: http://bit.ly/MUrgqNVoice establishes credibility,relatability and trust
  26. 26. Yet another inconvenient truth94% of reading decisions happenbefore the prospect has even read aword of your content.- Heidi Cohen
  27. 27. Design & Visuals
  28. 28. 7. Design to Entice & InformHow can we make the content moreaccessible and interactive?Formatting, design, links,videos,images and social sharing helpreaders engage by consuming,interacting with and sharing content.
  29. 29. Putting it all together.
  30. 30. Audience Persona(e)Writer’s PersonalityRelevant Ideas & DetailsThink/Do/FeelQuestions & ObjectionsThe Content-Purpose-Audience™Strategy
  31. 31. The C-P-A
  32. 32. One more inconvenient truthThese techniques improve engagement.Coupling them with a healthy dose ofanalytics increases results dramatically.
  33. 33. Measure what makes yourbusiness better.Sales & queriesLeads & referralsFeedback, surveys & ideasSubscriptions & downloadsRetweets, comments & sharesReviews, ratings & recommendations
  34. 34. Get more detailed information onusing the C-P-A!http://bit.ly/UseTheCPA

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