How to Write Great Content
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scalable - can reach anyone
How To Write Great Content
Content on the web is scalable: it
can reach nearly anyone,
anywhere
Great Content: The Gift That
Keeps On Giving
works on your
behalf 24/7
Content Is An Endurance
Athlete
Content Won’t Break Your
Budget
creating content costs time, but does not have
to cost lots of money
You need a strategy
Look to Great Stories
Narrative Arc
A Narrative Arc allows
your content to tell a
longer, more compelling
story
Narrative ArcA great Narrative Arc can build a large audience (like this
narrative arc from J.K. Rowling, author of the Harry Potter
series)
A Narrative Arcdraws people in and gives them a reason to care
Example Narrative: David vs. Goliath
What’s working for
us:
A “David vs. Goliath” narrative arc in
the marketing automation industry
where we compete (successfully)
against several, billion+ dollar
companies.
Introducing the Narrative Arc
Introducing a Narrative Arc
How To Create Content
That Connects?
Authenticity
Talk To Me
You’re not writing content.
You are talking to people.
Be Bold
don’t care
what people
think
Know Your Audience
have real people in mind, not
personas
Be Honest
honesty is everything in the
modern content game
By: Michael Ward
Founder & CEO
@michaelpward
Bootstrapping vs. Billionaires
For More, Read: