Contenu connexe Similaire à Smart Starts: 2 Strategies to Create Relevant Content Fast (20) Plus de The Word Factory - B2B & B2C content marketing, brand journalism and consulting (20) Smart Starts: 2 Strategies to Create Relevant Content Fast1. © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
SMART STARTS
Strategies for Creating
Audience-Focused Writing Fast
2. !2
PRE-WRITING BENEFITS
• Supports buy-in & speeds approvals
• Nails down audience & ideas early
• Focuses content on audience &
purpose
• Makes production faster &
smoother
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3. !3
PRE-WRITING TOOLS
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
• People-Ideas-Goals Strategy©
• Position-Rationale-Proof Strategy©
5. !5
ESPECIALLY GOOD FOR
• Planning writing and projects
• Understanding the audience
• Finding the right voice & tone
• Creating persuasive, opinion &
advocacy content
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
6. !6
People-Ideas-Goals©
Find your audience
• Who are you addressing?
• What are their objections &
questions?
• What are their concerns & fears?
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
8. !8
People-Ideas-Goals©
Capture your content
• What’s the big take-away?
• What’s the most important thing
they need to know or you need them
to know?
• What evidence, explanations &
examples support your main idea?
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
10. !10
People-Ideas-Goals©
Establish your purpose
• What do you want people to think?
• What do you want them to feel or
do?
• What do you want to see happen?
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
14. !14
Give it a try!
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
15. !15
People-Ideas-Goals©
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
• Complete PEOPLE & WRITER’S
PERSONALITY to meet audience needs.
• Write the MAIN IDEA to focus on the
key concept to communicate.
• Define the GOALS your content
should achieve.
16. !16
People-Ideas-Goals©
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
• Map out the SUPPORT that
validates your MAIN IDEA and GOALS,
and addresses audience QUESTIONS/
OBJECTIONS.
18. !18
ESPECIALLY GOOD FOR
• Planning writing
• Creating a logical flow
• Finding the right voice & tone
• Creating persuasive pieces, reports
& analyses
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
19. !19
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
Position-Rationale-Proof©
Find your audience & voice
• Who are you addressing?
• What are their objections &
questions?
• What are their concerns & fears?
• What voice resonates with them?
• What kind of person do they trust?
21. !21
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
Position-Rationale-Proof
Establish your purpose
• What do you want people to think?
• What do you want them to feel or
do?
• What do you want to see happen?
23. !23
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
Position-Rationale-Proof
Capture your content
• What do you think?
• What’s your rationale/why do you
think it?
• What evidence, explanations &
examples prove your point?
25. !25
Give it a try!
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
26. !26
Position-Rationale-Proof©
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
• Complete AUDIENCE, WRITER’S
PERSONALITY and GOALS to ensure
you address audience needs.
• Write the POSITION to focus on the
key concept you’re trying to
communicate.
27. !27
Position-Rationale-Proof©
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
• Work across to the RATIONALE and
PROOF, or work down the RATIONALE
and add the PROOF.
• Use phrases, bullets or placeholders
(like “get turnout data” or “use so-
and-so’s quote here”).
28. © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
Questions?
Observations?