Writing 101 presentation
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A quick starter in writing skills for content marketing.
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- 1. Writing 101: Session 1 Context is King
- 2. What is the essence of great writing? Appropriate Compelling Engaging Relevant Entertaining (sometimes) Succinct (less is better, and usually much harder) Accurate – grammar and spelling as well as numbers and any other facts
- 3. All writing is marketing (at HL at least) emails User manuals Progress reports Sales proposals Functional specs Reports Pitch documents RFPs Strategy docs Site maps Ad copy Social media posts Blog posts Website content Brochure content Signage Call to action buttons Enquiry forms 404 pages Metadata Yammer messages
- 4. Context is key who are you writing for? what are your readers looking for? what is your message? what are the outcomes you want to achieve? what tone/language is appropriate?
- 5. Crafting information in different ways depending on context is an essential skill. For example: 1) As website content 2) As part of a sales proposal (formal document for a locally based client) 3) As part of an RFP document for a government level contract
- 6. Take 10 minutes to … Write 2-3 paragraphs about yourself, suitable for each of those three situations – so three versions of your personal bio. This is work related, so make sure it is primarily relevant to ‘who you are at work’ 1) As website content (for a new staff profiles section of the hairyLemon website) – what is our tone/brand voice? 2) As part of a sales proposal (document for a locally based client who has come to us as a creative digital agency) 3) As part of an RFP document for a government level contract
- 7. Once you are done … Swap your copy with the person next to you and have a read. Give each other feedback and suggest changes if you think they would make the copy more… Appropriate Compelling Engaging Relevant Entertaining (sometimes) Succinct (less is better, and usually much harder) Accurate – grammar and spelling as well as numbers and any other facts Note: If you use “track changes” you can type your changes onto their document and still leave the original content visible. Or you can print your copy and make notes on the page.
- 8. Feedback? Discoveries? Challenges? Did you like what you wrote about yourself?