how to create the correct content

Create the Correct ContentLet’s Get Started…

Why do you write?

• Because you need to communicate?

• Or because you need to expressThe former makes for business writing. The later makes for marketing writing.

Different Collaterals and what do they mean.• Brochure• Success Stories• Whitepapers• Info graphics• Website content• Landing pages• eBooks• Blogs• Social media• Campaigns - internal and external

Brochures and Whitepapers

Persuade the reader right from the beginning without making an attempt to educate them

Brochures

White papersAuthoritative report or guide helping readers understand an issue, solve a problem, or make a decision

Whitepapers and eBooks

What do you want to look like an expert or an engaging conversation starter?

White paper

eBookYour mission isn’t to be the only expert in the field – it’s to be the latest expert with the freshest insights

Your mission is to showcase knowledge, but in a more conversational tone appealing to your target market

White Papers eBooks

• Long and linear – a deep read • Broken into smaller chunks – designed for skimming and scanning

• Data centric – often based on formal research

• Concept centric – based on ideas and trends of interest

• Text-heavy • Visually heavy – main text supplemented with call-outs, bullet lists

• Formal – impressive expert speaks to you

• Casual and collegial – a conversation among equals - more conversational tone

What we lack is Conclusion

Website and landing pages

Websites and web pages• Probably know you• need to be nurtured, not sold• need all the navigation and resources on your site

Landing pages• don’t know you• need to be convinced, educated and made to feel comfortable • to keep their interaction simple and direct

Info Graphics

If a fact is good then only its Interesting The key to graphic is what it represents. If its only showing what you are saying then you are wasting a visual

Read comic strips – The great place to learn for info graphics

Case Studies

This is sharing of Knowledge and experience. Not a sales tool

• Telling of stories, of predictions, of discovery and most importantly mistakes

• Balance between facts and interest

• Ask – what you want the person to mull over and trust me it cannot be a statistic like “45% improvement on current practices”

• Any reduction in cost means someone is working, hard, smart and diligently. So case study should in someway celebrate that someone

• Use facts to make a point. But point is more important than fact

BlogsMost useful but most under-utilized• The General post• The Specific post• The Philosophical post• The Action post

Tone and Voice of blogBlogging is one big conversation...

Social Media Looks easy, Feels easy, Most difficult

Facebook – Building Chatter, it is conversational and every post should be about dialogues and not likes

Twitter – Building daily touch. Use twitter once a day for best effect

LinkedIn– Building understanding. Network of like minded people and understanding other view points.

Campaigns

What you need is:

Star Thing

Every Campaign Should have on star thing to sell. It can be a offer, free template, discount coupon….. Anything which can sell

Brainstorming on Twitter@kunal6033