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Week 3, Idea of the content - Coggle Diagram
Week 3
Best Practices for Professional Writing
Be direct and clear
Just tell me (do not overwrite)
Use active voice
Write with nouns and verbs (use adverbs and adjectives sparingly)
Omit needless words
Keep it simple (one idea per sentence)
Make it scannable (headlines, captions and etc.)
Revise (edit)
Practice
Know when and why to violate these rules
Invite action (provide useful links, searchable data etc.)
Write a lot and read a lot
What Are Experiences?
They go far beyond the utility of the content/product
What is engagement ?
An engagement’s outcome is how much time a person spends with the content
Engagement means a collective set of emotional experiences that your product/content brings
One should first of all ask “what do we want people to feel”
Experiences mean the way people feel about consumer products
Why Do Experiences Matter in content strategy?
How to determine which experiences are right?
It makes me smarter
It takes care of my interests
It provides me with something to talk about
It is convenient
Content creates experiences
Experience drives usage
A content strategist has control over experiences
Development of Tone and Voice
Why do voice and tone matter?
People ignore uninteresting information
What do we mean by voice in writing?
The voice is an illusion of the writer's addressing the reader
It is important to speak naturally to emphasize that you are similar to the reader
When writing for your business colleagues, apply same principles
“Be yourself. Be direct. Be specific”
Believe that your content is valuable
Make sure that your readers know what you are talking about
How to win attention and time of your audience?
Your voice should be a personality of the writer
Tone is your voice`s nuance, depth and color
Define a goal of your content (Why is it important? Why do people need it? What is the relationship between the content and the target audience? Are you an expert?)
Understanding the Experiences
3 things that all concept statements have to do
It categorizes your product
It differentiates your product from similar ones
It describes your target audience
The process of creating experience
Build content
Establish contacts
Experiences
How to create a powerful experience?
Understand your audience to create a successful content (Who are they? What are their lifestyles/priorities/aspirations?)
How Experiences Apply to Content
3 levels of application of experiences
The message level (What stories I will/will not tell; How I will tell a story?)
The distribution level (How the stories will come together on necessary channels)
The strategic level (Making sure that all channels are delivering the same message)
The goal is to be strategic !
Importance of a Unique Content Voice
How to put tone and voice into your development of content strategy?
Start with a foundational strategy (What information will you provide to support your goals? How is it valuable for readers?)
Know your defining value (What is your advantage over competitors?)
To engage readers, know how, when and where people want content
Know how your readers usually find similar information
Using a Story Arc with Content
How to craft tone and voice into a story?
Every work usually has a shape
While writing a long piece, do not stop to revise it
State the problem/question depending on the nature of writing
Don't become bogged down polishing the opening of your project
Prepare your first draft before the revision
Read your writing aloud during the revision
The best draft is never the first one – “kill your darlings”
''You fail only if you stop writing''
Idea of the content