How to Write Great Content

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

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