Content writing workshopDelivered by Allison Jane Smith

allison.smith47@gmail.com

What we’ll discuss

1. keeping the reader in mind

2. writing text that supports our strategy

3. what is important content and what is not

4. rules about good content writing

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1. Keeping the reader in mind• How do people read on websites?

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They don’t.

Nielsen Norman Group

1. Keeping the reader in mind• Formatting text

• Using visuals

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1. Keeping the reader in mind

• use headings to break up long articles

• use bulleted lists

• use bolding to emphasize important points

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Formatting text

1. Keeping the reader in mind

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Formatting text

1. Keeping the reader in mindFormatting text

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1. Keeping the reader in mindUsing visuals

8Source: Skitterphoto

1. Keeping the reader in mindUsing visuals

9Credit: AJS

1. Keeping the reader in mindUsing visuals

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• “Of our operating budget, we spend 79.5% on field programs and advocacy work, 13.4% on fundraising, and 7.1% on administration and accountability.”

1. Keeping the reader in mindUsing visuals

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http://worldvision.com.au/home/default.aspx

1. Keeping the reader in mindUsing visuals

12https://www.pinterest.com/pin/186055028329234664/

2. Writing text that supports our strategy

• Writing to optimise SEO

• Storytelling

• Call to action

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2. Writing text that supports our strategy

• SEO: search engine optimisation

• SEO is about attracting people to your site by making sure it shows up in search queries

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Writing to optimise SEO

2. Writing text that supports our strategy

• use keywords in headings

• speak the reader’s language

• use words and phrases that users search for

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Writing to optimise SEO

2. Writing text that supports our strategy

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Storytelling

“How To Tell a Story,” Donald Miller.

2. Writing text that supports our strategy

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Storytelling

“How To Tell a Story,” Donald Miller.

2. Writing text that supports our strategy

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Storytelling

2015 SuperBowl commercial Lost Dog

2. Writing text that supports our strategy

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Storytelling

a hero the puppy

has a problem is lost and threatened by wolves

meets a guidethe horses

who gives him a planhelps chase away the wolves

and calls him to actiontake him home

2. Writing text that supports our strategy

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Storytelling

2. Writing text that supports our strategy

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Storytelling

2. Writing text that supports our strategy

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Call to action

2. Writing text that supports our strategy

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Call to action

http://oxf.am/ZNYK

3. What is important content and what is not

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• important content is what our audience thinks is important

• what interests our audience?

• what do you look at when you visit websites?

3. What is important content and what is not

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• interesting: holidays, personal stories, tv shows

4. Rules about good content writing

• Write like a journalist, not like an academic

• Use simple language

• Be concise

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4. Rules about good content writing

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Write like a journalist, not an academicmost of the time:

idea / topic

evidence / considerations

conclusion

instead, we need to start with the conclusion

4. Rules about good content writing

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Write like a journalist, not an academic

4. Rules about good content writing

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Write like a journalist, not an academic

4. Rules about good content writing

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Use simple language

Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

- George Orwell

4. Rules about good content writing

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Use simple language• NGO jargon:

• capacity building

• advocacy

• scaling up

• stakeholder

• others?

Summary• keep the reader in mind

• make it easy to scan text and find important information

• use good visuals

• tell compelling stories

• have a clear call to action

• write like a journalist, not an academic

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Questions? !នសំណួរ?

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Thank you!សូមអរគុណ

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