TCM 222 CONTENT WRITING

Use simple words to express yourself

(POINTERS) and convey your message

WRITING AN EFFECTIVE HEADLINE THE MAIN BODY

BAD HEADLINES
• Didn't match with the article The main body of the article is where the
• Exceeds 62 characters writer presents the central idea in greater
detail. As you begin to write this section of
Steps in achieving an effective headline your article, ask yourself – “What is the
• USE SPECIFIC NUMBERS AND DATA IN main message I want to convey to my
YOUR HEADLINE readers?” Step two in good article writing
• UTILIZE A UNIQUE RATIONALE is to focus on this key concept in an
• CALL FOR ATTENTION interesting way throughout the body of
• U's OF WRITING AN ATTENTION- the story.
DRIVEN HEADLINE (UNIQUE, ULTRA-
SPECIFIC, Sense of URGENCY, USEFUL) 1. Make an outline - An outline will help
you to organize your ideas and to maintain
UNIQUE - your headline has to be different your focus on the central topic. It will also
from others. help you remember to include your most
ULTRA-SPECIFIC - The more precise you can essential points.
be, the more authority you’ll command in your
industry and the easier you’ll find it to build a 2. Organize your article - Article writing is
strong connection with customers. more successful when the author avoids
Sense of URGENCY - Derek Christian, founder long paragraphs and awkward sentences
of Cleaning Business Today, said that “effective that turn off readers. Instead, use shorter
marketing boils down to creating a fear of paragraphs and simple sentences that are
losing out on an amazing deal. easier for the reader to digest. Each
USEFUL - The bottom line is to help the readers paragraph also should group together
experience hope, knowing that their problem similar ideas and avoid mixing unrelated
can still be solved. topics.

Various ways to write powerful headlines 3. Research your topic - Using facts and
that will generate qualified clicks: figures to back up your opinions will make
your article writing much more persuasive.
1. STATE the OBVIOUS in your headline - Do your homework and include your
Write headlines that are easy to findings in your article.
understand.
2. FLAG the reader in your headline - 4. Use sub-headings and bullet points -
Dan Kennedy once introduced the These devices allow the writer to feature
“flagging technique” which involves certain ideas and to make them easier for
addressing the readers as “y o u.” readers to understand. A long, unbroken
3. Use interesting ADJECTIVES - As a block of words on a page can seem
content writer, you can use adjectives overwhelming to readers. Sub-headings
to give your headline a boost and and bullet points make a story appear
make it super attractive to your more attractive to the eye.
audience’s needs.
4. Use EMOTIONAL words - All words are 5. Stick to your topic - If your title and
not created equal. Some words can introduction promise to cover a certain
make people cry, while others can topic, it is the writer’s job to deliver on that
evoke joy. promise. So, an article with a “how to” title
should provide step-by-step instructions PILLARS of CONTENT WRITING
about how to do something. Excellent
article writing always satisfies or exceeds a • Editorial - set of guidelines in making
reader’s expectations. words consistent and effective as
possible.
6. Remember keywords - If you write for • Tone/Style - The tone of your writing
the internet, keywords can allow search sets the stage for your content.
engines to retrieve your article more Similar to the style, tone can give the
readily for readers. A keyword describes impression of informal, highly
the main ideas in your article. Ideally, your technical, businesslike, or casually
article body should have a keyword in the conversational communication.
first paragraph, in the last paragraph, and • Creativity - covers a range of writing
somewhere in between. The number of styles that focus on imagination and
keywords depends on the length of your originality. Created simply for the
article. The typical rule is one keyword for enjoyment of readers. There’s no
every 100 words selling involved, and the writing is
more focused on persuasion and
The Conclusion rhetoric.
• Client Brief - a clear statement of the
Step three in good article writing is to business problem that needs solving.
develop an appealing conclusion that
summarizes the body of the story. In some EDITORIAL
cases, a conclusion may invite the readers
to act or may suggest further reading. Any • Language - It’s not only about words
conclusion must be clearly focused on the but the manner
key topic discussed throughout the article • Grammar - proper arrangement of
words and sentences.
• Vocabulary - the body of words used
BASICS OF CONTENT WRITING in a particular language. Words
known to a person.
Communication > through > WORDS
TONE/STYLE
• Content Writing - is a form of online • Professional
writing which is closely linked to web • Corporate-Like
marketing campaigns. This means • Flowery
creating the writing which appears on • Level of vocabulary used
websites that are designed to sell or • Target audience
promote a specific product. Content
writing is the process of planning, UNDERSTANDING CREATIVITY
writing and editing web content, • Corporate/Professional Writing (Ex.
typically for digital marketing Website Content Writing)
purposes. It can include writing blog - Stating FACTS than fluff
posts and articles, scripts for videos
and podcasts, as well as content for • Article Writing
specific platforms. • Creative in the beginning-
• Content is distinct from journalism or ENGAGING rather than mundane
conventional copywriting in that it is • Keeping it INTERACTIVE
designed to achieve prominence on • UNIQUE/FRESH
the web, and must be tailored for this • Usage of QUOTATIONS
purpose.
 ADDING VALUE TO CONTENT • WHAT DO CONTENT WRITERS
DO?
• Make your content DISTINCTIVE
• RESEARCH is the key • Content writers specialized in written
• Usage of HEADINGS and POINTERS content, but that can range from the
• Movement of content typical blog posts and web pages to
SIMPLE >>> COMPLEX social media posting, press releases,
whitepapers and even video scripts.
HOW TO HONE YOUR SKILLS • Content is meant to speak directly to
• READ >> ABSORB >> WRITE the needs of a particular audience,
which could include current and
potential customers, investors,
WHAT TO READ?
employees, or other
stakeholders. That’s why
• Business Magazines
understanding the purpose of content
• Articles/Stories
is key to producing high-quality work.
• Website Content
• Content can be well-written,
thoroughly researched and creatively
Creating KILLER CONTENT conceived, but if it doesn’t speak to
the intended audience and provide
• A STRONG BEGINNING the value that audience is looking for,
• BREAKING OF CONTENT it's not doing its job.
• INSIGHTFUL CONTENT
What Skills Do Content Writers
A STRONG BEGINNING Need?
• Put the BAIT here Content writers need to be well-
Make the content rounded, but it also helps to have
• Persuasive specific knowledge of the client’s
• Informative industry or niche. In general, though,
• Thought provoking if you want to be a content writer,
• Engaging you’ll need the following set of skills:
• ·A solid command of grammar and
BREAKING OF CONTENT style.
• Each subset of information comes in • ·Excellent research skills.
one paragraph • ·The ability to write quickly and
INSIGHTFUL CONTENT perform under tight deadlines.
• INFORMATIVE • ·Versatility.
• VALUE ADD • ·The creative ability to generate
• OPINIONATED/PERSONALIZED content ideas on your own.
• WELL-RESEARCHED
Take complete
OPTIMIZE YOUR SKILLS OWNERSHIP
• Work with your LIMITS Of your project
• Using the RIGHT WORDS at the right
place
You are NOT WRITERS but
• EDIT your text
• Understand the COMMUNICATORS
SUBJECT/THEME/BUSINESS