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Engage!
7 Strategies for Driving
Relevance & Resonance
in Written Content
Good writing does not succeed or
fail on the strength of its ability to
persuade. It succeeds or fails on
the strength of its ability to
engage you, to make you think, to
give you a glimpse into someone
else's head.
~Malcolm Gladwell
This is the outside of Malcolm Gladwell’s head.
When our content doesn’t address the
audience’s needs right from the start,
they move on to content that does.
An inconvenient truth
What is engagement?
Engagement prompts action.
Purchases
Referrals
Likes,etc.
Social sharing
Subscriptions
Comments
Reviews
Clicks
Links
Queries
Surveys
Conversations
Raises awareness
Provides info & knowledge
Creates interest & consideration
Offers supporting info & context
Engaging content:
Drive engagement with:
Audience focus
Call to action
Relevant details
Voice & tone
Formatting
Heads/subheads
Images
Shareability
Audience Focus
1. Be the Audience
What gets and keeps you interested?
Investigate your own experience as a
content consumer to learn what
compels engagement.
2. Define Your Audience(s)
Who, specifically, are you trying to
reach?
Develop persona(e), not labels, to
understand your audience better.
People
How you describe your audience in terms
of traits, values, needs/concerns and the
experience/feeling they want to have.
Busy parents seeking safe, educational after-school
care for their kids.
or
Tenants who need off-hours repairs.
Purpose | Call to Action
3. Focus on Purpose
What do you want the audience to
think, feel and/or do?
Guide content & improve results with
a clear purpose & call to action.
Purpose | Call to ActionPurpose | Call to Action
What you want the
audience to think/
feel
What you want the
audience to do
TAC is a good steward of
my donation/I trust TAC
The people I like to
associate with support
TAC
I’m proud of my
involvement with TAC
Come to TAC events
Continue to support
TAC/increase support
Encourage others to
support TAC
Relevance
3. Increase Relevance w/Questions
What are the questions and
objections the audience may have?
Anticipate & address audience
questions, push-back & concerns.
Questions
What questions/objections might your
audience have?
What’s in it for me?
Why should I care?
Is this relevant to me?
What do you need me to do?
I can’t afford it/I don’t have time.
5. Increase Relevance w/Details
What evidence, explanations &/or
examples address needs, support
ideas?
Use details to expand on key
concepts, answer questions &
enhance relevance.
ContentContent
Main Idea Key Details
The one most important
thing you want the
audience to know
The big idea or take-
away
Evidence
Examples
Explanation
3 Kinds of Details
Evidence: facts, data; helpful to
decision-makers
Examples: anecdotes, stories;
useful for re-affirming or showing
Explanations: definitions,
descriptions; critical for curious,
uninformed or new people
Connection
6. Connect w/Voice & Word Choice
Who does your audience want to
hear from?
Use voice and word choice to appeal
to audience & build credibility, trust.
Word choice builds trust, drives voice
Choose accessible, meaningful words.
Use plain, not boring, language.
Explain jargon & technical terms as
needed.
How-to tips: http://bit.ly/RSruBI
Choose a voice that sounds like
someone your audience trusts and
wants to hear from.
Connect audience and writer
personae.
How-to tips: http://bit.ly/MUrgqN
Voice establishes credibility,
relatability and trust
Yet another inconvenient truth
94% of reading decisions happen
before the prospect has even read a
word of your content.
- Heidi Cohen
Design & Visuals
7. Design to Entice & Inform
How can we make the content more
accessible and interactive?
Formatting, design, links,videos,
images and social sharing help
readers engage by consuming,
interacting with and sharing content.
Putting it all together.
Audience Persona(e)
Writer’s Personality
Relevant Ideas & Details
Think/Do/Feel
Questions & Objections
The Content-Purpose-Audience™
Strategy
The C-P-A
One more inconvenient truth
These techniques improve engagement.
Coupling them with a healthy dose of
analytics increases results dramatically.
Measure what makes your
business better.
Sales & queries
Leads & referrals
Feedback, surveys & ideas
Subscriptions & downloads
Retweets, comments & shares
Reviews, ratings & recommendations
Get more detailed information on
using the C-P-A!
http://bit.ly/UseTheCPA
How to create more engaging editorial content

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How to create more engaging editorial content

  • 1. Engage! 7 Strategies for Driving Relevance & Resonance in Written Content
  • 2. Good writing does not succeed or fail on the strength of its ability to persuade. It succeeds or fails on the strength of its ability to engage you, to make you think, to give you a glimpse into someone else's head. ~Malcolm Gladwell
  • 3. This is the outside of Malcolm Gladwell’s head.
  • 4. When our content doesn’t address the audience’s needs right from the start, they move on to content that does. An inconvenient truth
  • 6. Engagement prompts action. Purchases Referrals Likes,etc. Social sharing Subscriptions Comments Reviews Clicks Links Queries Surveys Conversations
  • 7. Raises awareness Provides info & knowledge Creates interest & consideration Offers supporting info & context Engaging content:
  • 8. Drive engagement with: Audience focus Call to action Relevant details Voice & tone Formatting Heads/subheads Images Shareability
  • 10. 1. Be the Audience What gets and keeps you interested? Investigate your own experience as a content consumer to learn what compels engagement.
  • 11. 2. Define Your Audience(s) Who, specifically, are you trying to reach? Develop persona(e), not labels, to understand your audience better.
  • 12. People How you describe your audience in terms of traits, values, needs/concerns and the experience/feeling they want to have. Busy parents seeking safe, educational after-school care for their kids. or Tenants who need off-hours repairs.
  • 13. Purpose | Call to Action
  • 14. 3. Focus on Purpose What do you want the audience to think, feel and/or do? Guide content & improve results with a clear purpose & call to action.
  • 15. Purpose | Call to ActionPurpose | Call to Action What you want the audience to think/ feel What you want the audience to do TAC is a good steward of my donation/I trust TAC The people I like to associate with support TAC I’m proud of my involvement with TAC Come to TAC events Continue to support TAC/increase support Encourage others to support TAC
  • 17. 3. Increase Relevance w/Questions What are the questions and objections the audience may have? Anticipate & address audience questions, push-back & concerns.
  • 18. Questions What questions/objections might your audience have? What’s in it for me? Why should I care? Is this relevant to me? What do you need me to do? I can’t afford it/I don’t have time.
  • 19. 5. Increase Relevance w/Details What evidence, explanations &/or examples address needs, support ideas? Use details to expand on key concepts, answer questions & enhance relevance.
  • 20. ContentContent Main Idea Key Details The one most important thing you want the audience to know The big idea or take- away Evidence Examples Explanation
  • 21. 3 Kinds of Details Evidence: facts, data; helpful to decision-makers Examples: anecdotes, stories; useful for re-affirming or showing Explanations: definitions, descriptions; critical for curious, uninformed or new people
  • 23. 6. Connect w/Voice & Word Choice Who does your audience want to hear from? Use voice and word choice to appeal to audience & build credibility, trust.
  • 24. Word choice builds trust, drives voice Choose accessible, meaningful words. Use plain, not boring, language. Explain jargon & technical terms as needed. How-to tips: http://bit.ly/RSruBI
  • 25. Choose a voice that sounds like someone your audience trusts and wants to hear from. Connect audience and writer personae. How-to tips: http://bit.ly/MUrgqN Voice establishes credibility, relatability and trust
  • 26. Yet another inconvenient truth 94% of reading decisions happen before the prospect has even read a word of your content. - Heidi Cohen
  • 28. 7. Design to Entice & Inform How can we make the content more accessible and interactive? Formatting, design, links,videos, images and social sharing help readers engage by consuming, interacting with and sharing content.
  • 29. Putting it all together.
  • 30. Audience Persona(e) Writer’s Personality Relevant Ideas & Details Think/Do/Feel Questions & Objections The Content-Purpose-Audience™ Strategy
  • 32. One more inconvenient truth These techniques improve engagement. Coupling them with a healthy dose of analytics increases results dramatically.
  • 33. Measure what makes your business better. Sales & queries Leads & referrals Feedback, surveys & ideas Subscriptions & downloads Retweets, comments & shares Reviews, ratings & recommendations
  • 34. Get more detailed information on using the C-P-A! http://bit.ly/UseTheCPA

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