Course Description
Overview
Whether you write your company’s internal newsletter or post to your organization’s social media sites, you hope someone will read, appreciate and respond to your content.
You’ll learn how to use the stages of content writing to add structure to your approach, how to overcome creative blocks and how to leverage your content so it stands out in a digital world where consumers are bombarded with thousands of messages every day.
Even if you're not a full-time writer, this course will transform you into a more thoughtful and effective content creator.
Creating Content People Want to Read
Incorporate cutting-edge, attention-grabbing techniques that draw readers in
Engage readers with the right balance of logical and emotional appeals
Use the stages of content writing to add structure to your approach
Overcome creative blocks when you run into a psychological wall
Leverage your content so it stands out in a cluttered digital landscape
Agenda
WORKSHOP AGENDA
Program time: 3 hours
Session 1: Getting Started — Identify Audience & Purpose
Use demographics, psychographics and other data to put a face on your reader
Discuss the importance of writing to an audience of one
Determine what values and beliefs motivate your audience
Explain the use of emotions and logic to build trust and credibility
Follow steps to establish the purpose of your content
Session 2: How to Convey a Compelling Message
Use the AIDA formula to get attention and spur action
Discuss the characteristics of a good headline
Identify several techniques for drawing readers in and keeping them engaged
Explain how to use grammar, sentence structure and punctuation for effect
Describe different methods for getting ideas flowing when you’re stuck
Session 3: Creating Content in a Digital World
Use the stages of content writing to shape your work.
Explain the most important dos and don’ts of content writing
Describe how to leverage digital content for the greatest effect
Discuss guidelines for effectively moving printed content online
Identify best practices for writing website and email content