Session 2-Content Writing Mastery.pptx
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This document provides guidance on writing good content for websites and blogs. It discusses understanding the audience, clarifying the purpose of the article, creating an outline and headline, writing an introduction, using appropriate formatting, optimizing the content for search engines, including calls to action, and editing for quality. The document includes tips on establishing relevance, capturing attention, using a problem-solution structure, emphasizing the reader's perspective, and creating engaging, easy to understand content. Templates for different content styles and questions to self-evaluate content are also presented.
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Session 2-Content Writing Mastery.pptx
- 1. Writing Good Content FOR WEBSITES AND BLOGS
- 2. About Me 15 plus years writing for businesses MBA,USA Copywriting certification from American Writer Institute, USA Post Graduate Diploma in Instructional design Samples: https://clearvoice.com/cv/AlanTL
- 3. Purpose of all writing To inform or educate To entertain or amuse To persuade or sell
- 4. AIDA ATTENTION INTEREST DESIRE ACTION
- 5. Time tested model ETHOS PATHOS LOGOS
- 6. Maslow's
- 7. Understanding the audience Do you know who the reader will be What are their problems or pain points? Research on google on questions asked, what keywords? What other articles get more views- Medium, WMSERP
- 8. Sample Audience profile Demographics Age Gender Location Education Industry Psychographics Interests Lifestyle Values Perceptual orientations Challenges &Goals Wants Needs Pain points Aspirations Mandy
- 9. Clarifying the purpose of the article Answer to a problem Information and educational Keep the focus on the audience not you
- 10. Creating an outline Check keywords Use Google and check ‘people also ask’ Go for long tail key words Keep the scope tight
- 11. Deciding the tone of the content What tone would your audience like? What tone suits your subject matter? Feel the pulse of the audience What styles will suit your audience Write as if you are talking to a friend
- 12. Creating a headline that captures attention Make 5-10 titles Share and test the titles Capturing attention is the key The keyword has to be in the title Title word count closer to 12-14 (60 characters) Brackets and numbers makes better choices
- 13. Creating the Intro Establish relevance Who are you, Why should they read (Problem Solution method) Captivate- Story, incident, humor ,empathy Keep the reader persona in mind
- 14. Writing tips Chunking 12-15 words per sentence and 5 sentences per para, Paneer Butter masala No keyword stuffing Write synonyms of the keywords instead of the main keyword
- 15. Conclusion Remind what was covered Give the call to actions
- 16. Estimating word count Around 1000-2000 Depends on whether you could handle the topic well
- 17. Formatting reminders Do not clutter Use chunking Use white space correctly Use subheadings(in h2 or h3 tags) Flow of thought logical and clear Bold important text( moderately- less is more) Featured image, videos or audio recordings or social media posts to break up content Bullet points/numbering
- 18. Questions to ask Does it have a captivating headline? Does the intro get to the point and establish relevance? Are you motivated to read further? Is paneer added where necessary? Does it conclude with what the reader should do next after this?
- 19. Template 1 –List method Intro Main point 1 Main point 2 Main point 3 Main point 4 Conclusion
- 20. Improve Productivity Writing is hard work Pomodoro method
- 21. Template 2- Problem and Solution/How to Intro-The problem and why its matters to the reader Step/answ 1 Step/answ 2 Step/answ 3 Step/answ 4 Conclusion
- 22. Optimize Url has to be related to keywords- no numbers needed Image alt text Meta Description – tells readers and Search engines-15-160 characters Use links to where you want them to go next (conversion) Link to external content if it supports your content Link to other blog posts that will help the reader Use references
- 23. CTA Hyperlinked text near the top of the page Initial paragraphs Image of text CTA in the relevant content (after they get the main information they seek) Image CTA at the end of the post to next link (landing page with a form recommended) Pop ups and Chat bots help create more enagament
- 24. Call to action (CTA) examples Sign up Click here Learn more Subscribe Join us Get started
- 25. Editing Take break from writing before editing Contractions can be used- do not changed to don’ts, you’ll, I’d Simple words and easy to process Get to the point fast Use you and yours rather than impersonal references Clear and concise- remove extra words and reduce Remove fluff -Hemmingway Give analogies or examples for clarifying Explain statistics by putting it in context Short sentences and paragraphs Same font and font sizes Use refencing Harvard/APA etc. Don’t use acronyms to much Spellcheck- Grammarly
- 26. Exercise Editing 1 People need to taken action if they need to have a healthy pet. They need to ensure that their pet gets regular exercise and good nutrition.
- 27. Exercise Editing 2 Do not think that just because he is the manger, he does not need to follow the rules of our organization. You will see that the rules apply equally to all.
- 28. Exercise Editing 3 The demand for accretion of power compels politician to pander to the public demands. This has led the proliferation of acrimonious behaviours that we see displayed nowadays. The cavillous approach of these leaders curtail the efforts of the President to solicit support and manoeuvre the legislation to consider passing laws regarding issues that are imperative for the nation’s welfare in the long term.
- 29. Content writing exercise Steps students should take in making the right career choices
Editor's Notes
- https://blog.hubspot.com/marketing/audience-profile What information should I include in an audience profile? When creating an audience profile, you'll need to include the following: Demographic information: This includes personal attributes like geography, age, education, occupation, and income. Psychographic information: This includes attributes related to personality traits, interests, attitudes or beliefs, and lifestyle. Goals, challenges, or pain points: For this section, determine your audience's goals, challenges, or pain points as it relates to your product or service. How can your product or service meet your audience's needs? What search queries does your audience use to find your product or service? For instance, if you're selling an 8-week mindfulness program, then your fictional character likely has a big challenge with focusing and finding time to ground himself in the present moment. Values: What does your target audience value? This includes bigger-picture values and motivators, such as "nature", "socializing", "a sense of belonging", or "autonomy at work". Preferred channels: What channel(s) does your audience spend the most time? This could be social channels, such as YouTube or Instagram, or search engines like Google. The preferred channel depends on the type of campaign you're running. If you're running a paid advertising campaign, for instance, you'll want to determine if your audience spends most time on Facebook, Google, or somewhere else. Preferred content type(s): Once your audience finds your content, what format would they prefer it in? E-books, blog posts, or case studies? Or podcast? Video? Determining the format will help you best serve your audience. Buying behavior: Is your audience impulsive, or do they need weeks — if not months — before making a purchase? Are they open to your product or service anytime during the year, or only during a certain season? If you sell beach chairs, for instance, your target audience is likely relatively impulsive during the summer months, when a beach chair is most necessary. It's important to note — an audience profile is different than a target market, or buyer persona. A target market includes every single prospective buyer for your product or service. For instance, perhaps you sell software that can be used for different use cases in different industries. In this case, a target market includes the prospects in each industry who could benefit from your product — all with different needs, goals, challenges, and beliefs. An audience profile, on the other hand, is one fictitious person who you're targeting with an upcoming campaign. An audience profile also isn't a buyer persona. A buyer persona is the final person who will ultimately purchase your product or service, but in many cases, you'll want to market to anyone who can influence the final buyer. For instance, your audience profile might be a social media manager, even though the buyer persona is a company's CMO, since she'll have final sign-off. Next, let's dive into how you can write an audience profile.
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