how to create and sustain great content
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Content Matters More Than You Think
Happy Endings with Great Content
by Barb SawyersSticky Communication
Constant Contact seminarSeptember 23, 2014
The Tale of Princess Constance
Content is king
“People must be rewarded with deep and extremely up-to-date information.”
Content is king
Time for a makeover.
Questions
1. How can I come up with better content ideas?
3. How can I keep the content rolling when I’m busy?
4. How can I avoid the common gaffes?
2. How can I improve my writing?
1. How can I come up with better content ideas?
Respond to customers
Repackage your expertise
Reflect your world
How can content respond to customers?
1. How can I come up with better content ideas?
Answer questions they ask youRaise issues they need to be educated onBuild a common ground
How can content reflect the world?
1. How can I come up with better content ideas?
Seasonal markets, trends, illnesses, styles…Deadlines, prime time, special occasions…Politics, world eventsSports, movies, culture
How can you repackage your expertise?
1. How can I come up with better content ideas?
“deep and extremely up-to-date” information
Tips How-to Insight News
How can you repackage your expertise?
1. How can I come up with better content ideas?
entertainmentStories Drama Humour Games
Link your expertise to your life
How can you repackage your expertise?
Personal stories, business anecdotes that make your point, build common ground
1. How can I come up with better content ideas?
Respond to customers
Repackage your expertise
Reflect your world
1. How can I come up with better content ideas?
Plan
Pretend you’re talking
Make it shorter and prettier
2. How can I improve my writing?
Plan
Who you most want to reach
What you want to say
2. How can I improve my writing?
How you’re going to say it
Pretend you’re talking
2. How can I improve my writing?
Your first and favorite way to communicate
More social
Make it shorter and prettier
2. How can I improve my writing?
Short attention spans
Good writing is rewriting
Everybody writes“You need… a writing GPS that gets you from discombobulated thoughts to a coherent, cogent piece of writing that others can understand and appreciate.”
Strengthen your skills
2. How can I improve my writing?
Make listsCreate a content calendarIgnore your calendarKeep it short and simpleRecycle
3. How can I keep the content rolling when I’m busy?
List your content ideas
3. How can I keep the content rolling when I’m busy?
Create a content calendar
3. How can I keep the content rolling when I’m busy?
Ignore your calendar
3. How can I keep the content rolling when I’m busy?
Keep it short and simpleKISS
3. How can I keep the content rolling when I’m busy?
Recycle content and experiences
3. How can I keep the content rolling when I’m busy?
Make listsCreate a content calendarIgnore your calendarKeep it short and simpleRecycle
3. How can I keep the content rolling when I’m busy?
4. How can I avoid the common gaffes?
BoringWanderingUnprofessional
Jargon monoxidealignment bandwidth customer centricity execution human capital…
Boring
4. How can I avoid the common gaffes?
Long, stuffyBoring
More than a minute to scanBest regards
4. How can I avoid the common gaffes?
Wandering
Get to the point
Talk about the weather
Too busy to tighten
Ya-da-ya-da-ya-da
4. How can I avoid the common gaffes?
UnprofessionalMistakes that spell checkcan’t catch
4. How can I avoid the common gaffes?
A Your welcome.
B You’re a professional.
Possessives vs contractions Which one is wrong?
C How to plan your coronation
A its product line
B it’s product line
Possessives vs contractions Which one is correct?
C its’ product line
Possessives vs contractions Which one is wrong?
A Their newsletter is boring.
B They’re supposed to encourage donations.
C There contribution should have come in last week.
D I put the cheque over there.
Sound alikes Which one is wrong?
A Your donation will go further. B Your donation will go farther.
Sound alikes Which one is wrong?
A Alternatively, we can mail a receipt. B Alternately, we can mail a receipt.
Sound alikes Which one is wrong?
A We should report our revenue from donations and sponsorships discreetly.
B We should report our revenue from donations and sponsorships discretely.
Consistent punctuation Which one is wrong?
A apples, oranges, and pears
B apples, oranges and pears
A How to Help a Starving Child
B How To Help A Starving Child
C How to help a starving child
Consistent caps Which one is wrong?
Consistent caps Which one is wrong?
A She was hired as Director, Red Carpets.
B The Directors attended the meeting.
Comma conundrums Which one is better?
A The meet-and-greet, for gold-class donors only, will follow the reception.
B The meet-and-greet for gold-class donors only will follow the reception.
Punctuation marks are like road signs: not enough and you get lost, but too many and you get confused.
BoringWanderingUnprofessional
4. How can I avoid the common gaffes?
Questions
1. How can I come up with better content ideas?
3. How can I keep the content rolling when I’m busy?
4. How can I avoid the common gaffes?
2. How can I improve my writing?
1. How can I come up with better content ideas?
Respond to your customersReflect your worldRepackage your expertise
2. How can I improve my writing?
Strengthen your writing skills
Questions
3. How can I keep the content rolling when I’m busy?
Make listsCreate a content calendarIgnore your calendarKeep it short and simpleRecycle
Questions
4. How can I avoid the common gaffes?
Don’t be boring or long-windedBe on the alert for inconsistencies and mistakes spell check can’t catch
The Tale of Princess Constance
A happy ending
but not happily ever after
Princess Constance had faced many challenges
She will face more
She can meet them with kingly content—powered by queenly writing.Time for a makeover.
Content Matters More Than You Think
Happy Endings with Great Content
by Barb SawyersSticky Communication
Constant Contact seminarSeptember 23, 2014
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