Creating Content People Want to Read
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.
This course provides the essential guidelines for writing to connect with your audience — the how-tos of producing irresistible content that draws readers in and keeps them engaged with the right balance of logical and emotional appeals.
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.
Course Outcomes
- 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
Course Agenda
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Creating Content People Want to Read
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.
This course provides the essential guidelines for writing to connect with your audience — the how-tos of producing irresistible content that draws readers in and keeps them engaged with the right balance of logical and emotional appeals.
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.
Session 1: Getting Started — Identify Audience and 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