15 ways to improve your content writing - tereza litsa for summit on content marketing
TRANSCRIPT
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TEREZA LITSAContent Marketing Manager
at Hubbub Fundraising
15 WAYS TO IMPROVE YOUR CONTENT WRITING
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Effective content
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It’s a content-driven world
Image: iphonewalls.net
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1. WRITING PROCESS
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2. CREATIVITY
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There’s no perfect
topic
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Image: teepublic
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3. ATTENTION SPAN
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The average human attention span is just…
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8 seconds
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A goldfish has an
attention span of
9 seconds
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4. TYPES OF CONTENT
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IMAGES
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65% of people are visual learners
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INFOGRAPHICS
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Infographics are shared 3x times
more than any other
visual content
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I
VIDEOS
Image: Loozrboy, CC BY-SA 2.0
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Videos will account
for 80% of all internet traffic
by 2019
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GIFs
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There are more than
150 million original GIFs
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Making a blog post visual
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5. LENGTH OF CONTENT
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Is long-form
content dead?
(not yet)
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The average blog post in 2016 was
1054 words
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6. STRUCTURE
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Allow your text to breathe
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Test content on all
devices
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Bullet points
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Not all bullet points
improve structure
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7. FORMATTING
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Images relax the readers’
eyes
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Headings help you organise your content
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There’s no right
and wrong way of
using them
H1 to H6
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Headings can also improve
your search rankings
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8. CONTENT GOALS
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What do you want to achieve with your content?
thought leadership
awareness promotion engagement conversion
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Call-to-action
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9. HEADLINE
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It’s the first impression that counts
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What makes a great headline?
clarity brevity relevance emotional appeal
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Don’t try too hard
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CoSchedule’s Headline Analyser
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10. LANGUAGE
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Simplicity
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Avoid passive voice
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Avoid using unnecessary adverbs
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No more buzzwords
Image Credit: Gavin Llewellyn
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Be consistent with the verb tense
It’s easier to be confused in longer sentences
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Stay away from common mistakes
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Image Credit: Someecards
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11. SEO
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SEO?!
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It’s useful to create
“SEO-friendly” content
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Increase the chances for an image to be discovered
file13435.jpg optimisation-seo.jpg
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TitleAim for relevance and brevity
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HeadingsHelp search
engines discover
your focus keywords
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Keywords
Use them in the right context.
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Meta-descriptionHow do you
describe your content to
your readers?
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12. READABILITY
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Image: Found Animals Foundation, CC BY-SA 2.0
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Factors affecting readability: - reading ease - writing style - comprehension - language
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Pick the right font
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Allow enough space
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Use simple writing
Image: Jegi, CC BY 2.0
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Avoid long sentences
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13. SOCIAL OPTIMISATION
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Think of the headline
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No more stock photos
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Adjust the description
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Add sharing buttons
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Encourage likes and shares
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How Medium encourages shares
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14. THINK LIKE A USER
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Stop thinking like a writer
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Use Google Analytics to learn your audience
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Bad user experience can kill good content
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Mobile optimisation- structure - buttons - images - forms
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Responsiveness- usability - accessibility - performance
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Conversion rate
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The user experience honeycomb by Peter Morville
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15. TOOLS
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Hemingway
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Grammarly
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Buzzsumo
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Readable
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CoSchedule’s Headline Analyser
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Writefull
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StayFocusd
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TAKEAWAY
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Checklist to improve contentWriting process
Content types
Length
Structure
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Unlock new opportunities
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ENJOY the writing process
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Thank you!