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Content creation handbook
The document serves as a comprehensive content creation handbook outlining principles for effective content across various formats such as blogs, white papers, and videos. It emphasizes the importance of understanding the purpose and audience, while providing guidelines on how to develop a content calendar and assess social media objectives. Additionally, it discusses creative briefs, writing styles, and strategies for enhancing audience engagement through diverse content types.
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Content creation handbook
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- 2. Outline • Content creationprinciples • Mini creative writing • The power of purpose • Mini creative brief • Writing content guidelines • Blogs and articles • White papers and e books • Video blogs • Podcast • Webinar • Plan videos
- 3. Content plan What isthe purpose? What are you hoping to achieve? What is your desired outcome What are your 12-month social media objectives? What are your 6- month social media objectives? What are your 3- months social objectives ?
- 4. What is yourtarget market’s biggest problem, need or desire? Themes for the quarter Articles to write Useful videos Off message questions Useful websites Content plan
- 5. How to createa content calendar • Season • Holidays • Conferences • Product releases • Events Assess the month
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- 7. Effectiveness when you’reediting and rewriting. • “Does this blog post fulfil my goal of making the reader donate to my organization?. • “My goal is X. Do you think this post achieves that?”
- 8. The mini-creative brief •Creative briefs provide a kind of map that clients and creative partners can use to determine which avenues to pursue.
- 9. The mini-creative brief CONTENTCONTEXT PURPOSE
- 10. The mini- creative brief •Content: The value of portfolio diversification • Context: Generic, non- sales-oriented advice for young people who have expressed an interest in investing but are still exploring or preparing to start investing for their future • Purpose: Convince these readers to open a 401(k) account and start investing
- 11. The mini-creative brief •Content: A recipe for shortbread cookies with chocolate chips and sea salt • Context: The audience is Facebook readers interested in baking and desserts • Purpose: Get readers to buy your brand of sea salt
- 12. Type of contentwriting
- 13. Genre types Press releases Featurestories Q&As (Questions & Answers) Listicles Small stories
- 14. Press release A pressrelease states the facts, provides some context (why this product is important), and facilitates next steps (get more information, see a demo, try the product, buy a ticket, etc., etc.).
- 15. Press release example •https://www.apple.com/newsroom/2018/01/homepod-arrives- february-9-available-to-order-this-friday/
- 16. . Getting toknow our new CEO" "Case study: how customer X uses our product/service . . ." "Trends in independent bookselling" "Making big data work" Feature stories Feature stories It’s more in-depth. It typically has more backstory, more personality, more editorial colour. It can be as entertaining as it is enlightening
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- 18. Q&A format • Thisis particularly good at making an idea come alive – at making something more personable and relatable.
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- 20. It is more“curated” – cut-and-pasted – than written) How you add value by • (a) contextualizing the entry. • (b) explaining and elaborating on the entry. • (c) providing your own sensibility to the entry. Listicles
- 21. Listicles • https://www.buzzfeed.com/norbe rtobriceno/unusual-signs-thatll- make-you-say-thats-really- clever?utm_term=.pdO2g42EAl#. mrlNPJNpOd • https://www.brainpickings.org/20 16/10/23/10-years-of-brain- pickings/ •https://www.inc.com/glenn- leibowitz/a-simple-but-powerful- method-for-getting-more-writing- done-and-much-faster.html
- 22. Small stories • Facilitatingthat conversation means throwing something out there to elicit comment, feedback, and dialogue.
- 23. Small stories Captioned photos Commentarybased on books or other relevant media. Soundbites (Twitter) Letters from customers or constituents
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- 25. How to choosethe genre for your material. This is what you want to say, and this is the impact you want to have. This is your goal. You should have an idea of what your audience expects to hear or needs to hear. How does the form of your channel mesh with your content and your goal?
- 26. Designing articles Choose agood title. The title should be concise and descriptive Have clear conversion goals. Subscriptions Add personality with author bios
- 27. Written blogs Considerations The biggesthook for your reader is the title and first paragraph. Identify the objectives of the blog post Determine how to wrap up your content and create a call to action Seed your products and services where it makes sense Word Count: 500- to 700-word Keywords Images and branding Themes. Pay attention to what other people are doing for blog posts
- 28. White papers • Awhite paper “is a technical document that describes how a technology or product solves a particular problem. • These are primarily used by business-to-business. • Most white papers are sponsored by particular companies to help market their products. • The tone and content has a strong component of technical or professional information. • A white paper is expected to have at least six pages of text and to provide useful information about a business or technical issue. White papers
- 29. E-books • E-book- anelectronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose. • E-books are expected to be entertaining as well as informative. • These are more commonly used in the consumer market. • Well executed e-books have lots of white space, interesting graphics and images, and copy that is typically written in a lighter style than the denser white paper. E-books
- 30. Written blogs Considerations The biggesthook for your reader is the title and first paragraph. Identify the objectives of the blog post Determine how to wrap up your content and create a call to action Seed your products and services where it makes sense Word Count: 500- to 700-word Keywords Images and branding Themes. Pay attention to what other people are doing for blog posts
- 31. Videoblogs Have a greattitle that contains the right keywords so that it can be searched and found Make your intro snappy so people want to watch more. Don’t go on and on for five (5) minutes about who you are or your viewer will stop watching. Teach high value content, usually no more than three key points. Keep it under five (5) minutes if you can. Add a call-to-action in the wrap up.
- 32. Podcast Podcasts are oneof three lengths: 10 minutes, 30 minutes, or 60 minutes. Podcats formats are Presentation, Q&A, Co-hosted This continuing accessibility makes podcasts a natural fit for opinion, information, or entertainment products and services. Podcast Alley, and iPodder. org.
- 33. Marketing with podcast Thefirst option is to recruit paid sponsors to advertise on the podcast, much like with any radio or television station. The second method to monetize podcasts is to offer fee-based content.
- 34. Webinars A webinar, orteleseminar, is a seminar that is conducted live over the web and (unlike a podcast) is designed to be interactive. Webinars are often recorded so listeners can hear the information when it is convenient. People attend webinars to learn, and it is critical to meet that expectation or the audience may go elsewhere.
- 35. Plan videos Audience Themes andapproaches Length
- 36. Themes and approaches • Astyle of promotional communication that features information. Rational appeal. • A style of promotional communication designed to stir emotions such as humour, fear, warmth, irritation or sexual arousal. Emotional appeal • A style of promotional communication that relies on our sense of ‘what is right or wrong’ Moral appeal
- 37. Examples • Burger Kingvs McDonald's Commercial • https://www.youtube.com/watch?v=qvh8uT68hFQ • P&G 'Thank You, Mom' Campaign Ad: "Strong" • https://www.youtube.com/watch?v=rdQrwBVRzEg • Push to add drama" in hd • https://www.youtube.com/watch?v=UM7EMzVaNCk
- 38. Length recommendations • 20 seconds(Stories/ IGTV) • 45 seconds • 1 minute • 2 minutes
- 39. L E NG T H R E C O M M E N D A T I O N S • M a k e v i d e o s a s l o n g a s n e c e s s a r y , b u t a s s h o r t a s p o s s i b l e
- 40. Script Problem: water crisisSolution: charity work Mission: how X organization will help Call to action: visit site and donate
- 41. Planning your video TEXTVISUAL Problem: water crisis Solution: charity work Mission: how X organization will help Call to action: visit site and donate
- 42. Making your video TEXTVISUALS MUSIC