Spicing Up Your Content Writing

"I think the content is lacking the sizzle to keep the audience interested," said the overseer. "So far I'm not seeing enough likes or comments being generated on our blog and social networks."

That is the kind of remark I would wish never to hear from my boss, but I get that a lot as a copywriter and content manager. Writing persuasive copies is what is expected of my job and unless I bring in the numbers and visitors to the websites I manage, I am at risk of losing my livelihood.

This is how the commercial world works when it comes to measuring performance and the success of an online marketing campaign in getting across the message to its audience. It is all about spicing up the heat using persuasive words accompanied by outstanding design to catch Attention, create Interest, and stir up Desire that leads to Action (AIDA).

Content Writing and Marketing

Writing encompasses many fields, and unless we are a novel writer, we need to be prepared to write on any genre if our job requires us to provide editorial services.

One of the most common writings requested by customers these days is content writing. Content writing is all about creating useful and informative content for websites and the social media.

Content writing is a branch of digital content marketing, which aims at writing in a way that draws the targeted audience to the site in engaging them to active participation. This participation may include readers commenting on blogs and social networks, clicking ‘Like’ and ‘Share’ or ‘Tweet’ about the written post or uploaded video.

According to Content Marketing Institute (CMI), “content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

A good content strategy often begins with the use of search engine optimization (SEO) technique to obtain higher number of visits to the site. Among the first things we need to consider and ask ourselves when writing for content marketing are:

• Who is our audience? What do they like to know or talk about?
• Where do they usually hangout online? Which social network, community or forum?
• Which style of writing best suit the targeted audience? Social or formal? Business-to-customer (B2C) or business-to-business (B2B)?
• What is the objective of the writing? Is it to bring awareness of a need, a message to convey, a goal to achieve, or something to educate and inform?
• What keywords should be included in the content writing for SEO?
• Is our writing easy to read and understand? Are there technical words or jargons in the content we need to change or remove for better clarity?
• How can we measure the results and know which conversations catch fire?

The path towards good content writing and content marketing requires the constant analysis and evaluation of which approach best fit the targeted audience at a specific time. What works best, however, changes all the time, so there is no hard and fast rule to optimal results. The most important point to take away regarding content marketing is, without good content, marketing is impossible. Unless the readers find value in what we have written, they are unlikely to participate in the conversations to find out more. What we write in the content to draw interest and engage the audience is therefore crucial and foremost.

More Readings
What is Content Marketing?
How to Develop a Social Media Content Strategy
Content Writing Tips for Engaging Your Audience

Writing Press Releases

If writing press releases is a part of your job, then among the first things you must remember is although your final target audience is the readers of the news, the media as the vehicle for getting the news published is just as important.

The media need not and usually do not publish a large part of what you write in the press release. Catching the media's attention or interest to your piece of news therefore should be your first objective, and that will require the news to be noteworthy.

If the news is about a new product or service, then you as the writer must highlight what is different that makes it stand out from the rest. If there is nothing worth highlighting, such as a unique selling point, then there is unlikely any news going to get published. Journalists always seek out only what is newsworthy.

One of the greatest mistakes vendors of products or services make is to have press releases contain too much technical details or the over emphasis of numerous features or functionalities. If there is nothing different or outstanding among the many things mentioned, then there is nothing much that will attract or draw the journalists' attention to write about it.

Vendors often think that information in the press release is what the end users want to read about, but frequently such details are not newsworthy for publish. Even if it does get published, it will often be placed at the end of the story. Information or text placed at the end of the story, depending on the space available in the newspaper or other media, may be lifted off by the editor or gatekeeper to give way to other more noteworthy news.

When writing a press release, therefore, a good approach is to use the 'reverse pyramid' methodology, where the most important is placed at the top and the less important at the bottom. The first paragraph, as the intro of the press release, should summarize the key points of the entire story to answer at least three of the 5Ws and 1H—who, when, why, what, where and how.

Within the press release, at least one quote or two from a spokesperson should be included as a standard practice. This is because journalists in general prefer to have someone say something within the story so as to eliminate the monotony. This is especially true for a feature story.

In short, it means when writing press releases, always remember the media plays an important role of what gets published, therefore, the content must be newsworthy.

Copywriting

Copywriting is defined in the Wikipedia as "the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the listener or reader to act — to buy a product or subscribe to a certain viewpoint, for instance. Alternatively, copy might also be intended to dissuade a reader from a particular belief or action."

"Copywriting can include body copy, slogans, headlines, direct mail pieces, taglines, jingle lyrics, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising media. Copywriters can contribute words and ideas to print ads, mail-order catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media."

The art of writing an advertising copy is based on the assumption that words can change the thinking, attitudes, beliefs, and behavior of an audience. If the writings in a copy fail to provoke attention, interest, desire, conviction, and action, it has failed its task and intent.

One of the oldest advertising copywriting formulae is AIDA: Attention, Interest, Desire, and Action. An ad that does not gain the attention of the reader will not to be able to do anything else. Only after catching attention can an ad arouse the interest of the consumer and create the desire for the product, service, or idea presented. Finally, the ad should stimulate some action by the customer, otherwise, it has failed in its purpose.

Some techniques a copywriter can use in writing persuasive ad copies include:

• Cliches or buzzwords, such as, now, new, here, at last, and today.
• Action words, such as, buy, try, ask, get, send, taste, watch, look, come, and many more.
• Emotive or exciting words, using adjectives that enhance facts, such as, splendid, amazing, delightful, beautiful, and wonderful.
• Alliteration or a form of repeating sounds pleasing to the ear, but not overdone, obvious, or irritating, such as, 'Let the train take the strain,' 'Don't be vague, ask for Haig,' and 'Go well, go Shell'.
• Colloquialisms or writing to imitate informal speech, such as, 'Pick 'n Choose', 'Fish 'n Chips', and the use of words, such as, don't, wouldn't, won't, what's, and other abbreviations.
• Punctuations and grammar, such as, 'Save the children. Now.' 'Write his name in gold. Remy Martin.'
• Repetition, such as, the use of same word to open each paragraph, plugging brand or company name throughout the text.
• Intertextuality or the association of a text to other texts or signs, such as the use of the word 'lock' to associate with security, or the use of a statement, term or sign from a movie or other media.

When writing a Headline for a print ad, consider the following guidelines:

• Make the headline a major persuasive component of the ad
• Appeal to the reader's self-interest with a basic promise of benefits
• Inject the maximum information without making it cumbersome or wordy
• Limit headlines to about 5 to 8 words
• Include the brand name in the headline
• Entice the reader to read the body copy
• Entice the reader to examine the visual in the ad
• Never change the typeface in a headline
• Never use a headline whose persuasive impact depends on reading the body copy
• Use simple, common, familiar words

When writing the Subhead, consider the following:

• Subhead should reinforce the headline
• Subhead should entice the reader to proceed to the body copy
• Subheads should stimulate a more complete reading of the entire ad
• The longer the body copy, the more appropriate the use of subheads
• Keep the use of subheads to minimum - they can clutter an ad

When writing the Body Copy, consider the following:

• Use present tense whenever possible
• Use singular nouns and verbs
• Use active verbs
• Use familiar words and phrases
• Vary the length of sentences and paragraphs
• Involve the reader
• Provide support for the unbelievable
• Avoid clichés and superlatives

Some common mistakes to be avoided in copywriting include:

• Vagueness, resulting from generalization of words or imprecise meanings.
• Wordiness, where economy of words is paramount because a copy has to fit within limited space and time before it bores the audience.
• Triteness or unoriginality, where the use of clichés and worn out superlatives can create a dull and outdated image for a brand or firm.
• Beyond Creativeness, where creativity is taken overboard for the sake of creativity. A copy must remain true to its primary responsibility: communicating the selling message.

Writing a good copy requires much more than what is mentioned in this article. It requires research, thinking out of the box, and many other aspects. For more tips on copywriting, check out the many resources available on the web and read the relevant books by professional copywriters.

News Reporting: The Inverted Pyramid

Anyone who reads newspaper would know how hard news is written. The intro or lead paragraph always starts off with a summary of the whole news story, answering at least three of five Ws and a H on what, who, where, when, why, and how. The subsequent paragraphs expand on the summary and provide details of the news starting with the important at the top and the less important at the bottom. This is called the inverted pyramid.

Writing hard news is very different from writing features because it does not contain content of ideologies, anecdotes, or thoughts. It is not an editorial of opinions. It is all about facts.

The purpose of the inverted pyramid style of writing primarily serves the audiences and editors in the ways they read and edit articles. For the journalist, this method of writing reduces the time in processing thoughts and planning of how a story needs to be written. To the editors and gatekeepers, it allows a quick cut-off of content at the lower end of the story to fit the availability of space for print. To the readers, it allows quick content reading at a glance, with the gist of the story starting right from the beginning of the story, allowing them to move on to the next story even before the article is fully read.

For easier visualisation of how hard news is written, read my article on a court judgement at www.edvencomm.net.

Contemporary Fiction: Genres and Beyond

Writing fiction is an art, and although I am probably not the right person to talk about contemporary fiction since I currently only write non-fiction, any constructive comments or advice on the subject will be welcomed at this blog.

Now that my stand on the subject of fiction writing has been explained, I wish to add that although I am not an expert in the fields of fiction writing, I am however academically trained in the subjects of Contemporary Fiction and Authorship and Writing. Over the past few years, months, and days, I have the opportunity to read a number of fiction novels as part of my academic curriculum. The many novels and genres I have been tasked to read and analyze include Oranges by Jeanette Winterson, Psycho by Robert Bloch, Nice Work by David Lodge, The Memoirs of a Survivor by Doris Lessing, On the Black Hill by Bruce Chatwin, Guerrillas by V.S. Naipaul, The Remains of the Day by Kazuo Ishiguro, and Beloved by Toni Morrision.

The novels mentioned above are writings consisting of many different genres, and although these are not the usual types of books that I would have preferred to read, an important lesson learnt from all these readings is to be a good fiction writer, one must read more than these and understand the many different genres of writings.

Analyzing literary is not exactly an easy task and to comprehend the many different genres and then categorize each type of writing content is only for the purpose of identifying the different kinds of writings represented. The pitfall of this is the generalization of different genres in writings and the assumption that all writings fall under a certain type of category. Unfortunately, this approach is not always correct, since there may be multiple genres represented in a single writing.

For example, an author may choose to include humor and suspense in a romance novel. To categorize the novel under romance alone will mean limiting the audience's perception of what the novel represents as a whole. If a reader is only interested in books of thriller or sci-fi, what are the chances of the reader entering a bookstore and going to a section selling books on fantasy or folklore instead?

There are of course many areas of fiction writing apart from genres and these include setting, characterization, plot, point of view, style, target audience, historical and literary background, narrative and narrator.

In the area of style, the writer may wish to consider content such as dualities, binaries, layered meanings, connotations, reminiscence, reflections, rhetoric, metaphors, folklore, and others. Examples of these are the dualities and binaries of academia versus industry in Nice Work, the layered meanings and connotative resentment of enlistment to fight the war, the reminiscence and reflections of events in the past in On the Black Hill, and the metaphors in Memoirs of a Survivor.

In a story setting, aspects such as historical background, constructed society, realism, context of past, present and future may be considered. Experiential content such as historical events that happened in the life of the author may be used to add constructed realism to associate the content in the story that readers may identify. Examples of story setting are the association of colonialism in the writings of Guerrillas, the depiction of societal chaos and the future in Memoirs of a Survivor, the folklore of telepathy of twins in On the Black Hill, and the classical example of Ben-Hur in the times of Jesus.

To write a fiction book or novel for a large audience in the international market, the author must explain or eliminate aspects of writings that contain associated content that is confined to a local context. These will include aspects of language, culture, words and literary terminologies.

For guides on modern language and literary writings, visit the web site of the Modern Language Association at www.mla.org for more details.