LSC 432: Jam Session #5 Joe Pulizzi and writing Creating Great Content

Joe Pulizzi • What’s the future of content marketing

Attributes of Great Content

Attributes of Great Content

#1 It’s helpful

Attributes of Great Content

#1 It’s helpful#2 It’s audience focused

Attributes of Great Content

#1 It’s helpful#2 It’s audience focused#3 It’s authentic

Attributes of Great Content

#1 It’s helpful#2 It’s audience focused#3 It’s authentic

Coming Up with Content

Questions are the answer(in class exercise)

5 Attributes of great blog posts

1. Strong, attention grabbing headline

5 Attributes of great blog posts

1. Strong, attention grabbing headline2. Well-written and well-formatted text

5 Attributes of great blog posts

1. Strong, attention grabbing headline2. Well-written and well-formatted text3. Images/video

5 Attributes of great blog posts

1. Strong, attention grabbing headline2. Well-written and well-formatted text3. Images/video4. Links to relevant content

5 Attributes of great blog posts

1. Strong, attention grabbing headline2. Well-written and well-formatted text3. Images/video4. Links to relevant content5. A call to action … what do you want me to do

next?

Headlines#1 rule

Headlines#1 rule

WHY?

80%20%

On average, 8 out of 10 people will read headline copy, Only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece.

Via copyblogger.net

Headlines First

“Your headline is a promise to readers. Its job is to clearly communicate the benefit you’ll deliver to the reader in exchange for their valuable time.”

-Brian Clark, Copyblogger

Long tail keywordsvs. short tail

Some formulas

How to’s

Some formulas

How to’s

Work in twos

Some formulas

How to’s

Work in twos“How to win friends and influence people”

Some formulas

How to’s

Work in twos“How to win friends and influence people”

• How to Save Time and Get Things Done (Time Management)• How to Get a Better Job and Make More Money (Recruiter)• How to Save Money and Retire Rich (Financial Planner)

Some formulas

List posts

Some formulas

List posts

• Do You Recognize the 7 Early Warning Signs of High Blood Pressure?

Some formulas

List posts

• Do You Recognize the 7 Early Warning Signs of High Blood Pressure?

• 10 Ways to Beat the High Cost of Living

Some formulas

List posts

• Do You Recognize the 7 Early Warning Signs of High Blood Pressure?

• 10 Ways to Beat the High Cost of Living• 76 Reasons Why it Pays to Attend Every Class in Your

College Career

Some formulas

List posts

• Do You Recognize the 7 Early Warning Signs of High Blood Pressure?

• 10 Ways to Beat the High Cost of Living• 76 Reasons Why it Pays to Attend Every Class in Your

College Career• Six Types of Students — Which Group Are You In?

Some formulas

10 Sure-Fire Headline Formulas

• Who Else Wants ________ ? e.g. free tuition• The Secret of ________? e.g. successful studying• Here is a method that’s helping _______ to ________• Little known ways to ______________• Get rid of (name the problem) once and for all• Here’s a quick way to (name a problem to solve)• Now you can have (something desirable)(great circumstance)• (Do something) like (a world-class leader) e.g. Be Like Mike• How to build a ______ you can be proud of• What everyone ought ot know about _______________

• Via copyblogger

Next ClassBlog reviews (in groups)In class title exercise (in groups)

Twitter profiles and Twitter set up

Homework• Write 25 blog post titles/questions• BOOK READING “Tao of Twittter” pp 1-48, 67-

80, 115-122• Begin editing your Twitter profile (picture,

links, content and background)• Go to this link and leave a comment on your

take aways http://3rhinomedia.com/blog/bid/330894/5-Key-Components-of-Great-Blog-Posts