Upload
cision
View
326
Download
1
Tags:
Embed Size (px)
Citation preview
The (Non-Boring, Actionable & Useful)
Writing Rules for PR
Ann HandleyChief Content Officer, MarketingProfs
Co-author, Content Rules (Wiley)
Nichole Kelly | @Nichole_Kelly | #VocusWebinarNichole Kelly | @Nichole_Kelly | #VocusWebinar
The (Non-Boring, Actionable & Useful)
Writing Rules for PR
Ann Handley
Chief Content Officer, MarketingProfs
Co-author, Content Rules (Wiley)
The
(Non-Boring, Actionable & Useful)
Writing Rules for PR
Ann Handley
Chief Content Officer, MarketingProfs
Co-author, Content Rules (Wiley)
The webinar will start shortly
Did you know?
In addition to webinars, Vocus publishes a daily blog
packed with new ideas, marketing insights and hot topics.
Check it all out on our website under Resources.
The webinar will start shortly
Did you know?
You can also find ebooks and whitepapers chock full of
best practices and current industry trends. Check it all out
on our website, www.vocus.com under Resources–The
Guides!
The webinar will start shortly
Presentation slides can be downloaded from the
“learn more” tab in the webinar console
The webinar will start shortlyIn the New York area the week of September 15 – 19?
You are cordially invited to join us for breakfast to take part in our AMEC Measurement Week series
The (Non-Boring, Actionable & Useful)
Writing Rules for PR
Ann HandleyChief Content Officer, MarketingProfs
Co-author, Content Rules (Wiley)
Page 10 © 2014 Marketo, Inc. #mktgnation14
1. How to write better (or how to hate writing less)
2. Easy grammar and usage rules
3. Story rules
4. Publishing rules
5. Things marketers write
6. Content tools
@annhandley | annhandley.com
My six-headed new baby.
Page 11 © 2014 Marketo, Inc. #mktgnation14
1. How to write better (or how to hate writing less)
2. Easy grammar and usage rules
3. Story rules
4. Publishing rules
5. Things marketers write
6. Content tools
@annhandley | annhandley.com
My six-headed new baby.
There is no ONE WAY to write…
@annhandley | annhandley.com
…just as there is no one way to raise a child, or roast a turkey.
(But there are terrible ways to do all three.)
Photo credit: Jill Erwich Photography
Why does writing matter in PR?
Reasons:
2 professional reasons
1 human reason
@annhandley | annhandley.com
93% (90% B2C)
of marketers are creating content.
B2B Content Marketing North American 2014 Benchmarks, Budgets, Trends
MarketingProfs, Content Marketing Institute@annhandley | annhandley.com
1. So much content.
58% (60% B2C)
of marketers are upping content budgets.
B2B Content Marketing North American 2014 Benchmarks, Budgets, Trends
MarketingProfs, Content Marketing Institute@annhandley | annhandley.com
1. So much content.
And give it a makeover:
• Focus on pathological customer empathy and experiences.
• Focus on style and inspiration.
• Focus on useful.
@annhandley | annhandley.com
Useful x Empathy x Inspired =Ridiculously Good Writing
Multiplication signs are key.
@annhandley | annhandley.com
6 Writing Rules for PR
Redefine “content.”
(Publishing is a privilege, not a right.)
@annhandley | annhandley.com
6 Writing Rules for PR
Write to 1 person:
What experience are you creating for them?
@annhandley | annhandley.com
2. Simple, but not simplistic.
Company-centric: We offer accelerated application development.
“No one will complain that you made
something too simple to understand.”
2. Simple, but not simplistic.
Company-centric: We offer accelerated application development.
Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (Kinvey.com)
“No one will complain that you made
something too simple to understand.”
What would your content look like if your customer signed your paycheck?
Useful x enjoyable x inspired
What would make the reader turn and say, “Now listen to
this, Ira….”
What will our customers THANK US for?
6 Writing Rules for PR
Pathological empathy for the reader…
With a mindset of generosity: Content gifts.
@annhandley | annhandley.com
Asigra: The Cult of Bacon
@annhandley | annhandley.com
205 downloads in less than a weekInfluencer radar
Asigra: The Cult of Bacon
@annhandley | annhandley.com
BTW: Anyone notice the typo?
“A BACON LOVER’S GUIDE…”
“Good writing is less written than it is assembled.” –Andy Crestodina
@annhandley | annhandley.com
4. Follow a writing GPS.
5. Tell stories about people.
“A good lede invites you
to the party; a good kicker
makes you wish you could
stay longer.” –Matthew Stibbe
Here’s a running start…
@annhandley | annhandley.com
“Simultaneous to the modern boom of Web 2.0 and along with the
rise of social media, companies have projected their presence by
utilizing social media giants (e.g., Facebook and Twitter) in attempts
to market their businesses.
“And while companies have seen much success in tapping the vein of
reaching the masses through the few quintessential social networks,
only a fraction have explored the option of YouTube marketing.
Let’ s take a look at the facts.”
Here’s covering your tracks…
@annhandley | annhandley.com
“Simultaneous to the modern boom of Web 2.0 and along with the
rise of social media, companies have projected their presence by
utilizing social media giants (e.g., Facebook and Twitter) in attempts
to market their businesses.
“Though many And while companies have seen much success in
tapping the vein of reaching the masses through the few
quintessential social networks, only a fraction have explored the
option of YouTube marketing. Let’s take a look at the facts.”
Here’s covering your tracks…
@annhandley | annhandley.com
“Simultaneous to the modern boom of Web 2.0 and along with the rise
of social media, companies have projected their presence by utilizing
social media giants (e.g., Facebook and Twitter) in attempts to
market their businesses.
“Though many And while companies have seen much success in tapping the
vein of reaching the masses through the few quintessential social networks,
only a fraction have explored the option of YouTube marketing.
Let’s take a look at the facts.”
(For the record I’d tighten that paragraph up more, too… but I’m making a point.)
5. Tell stories about people: Ledes.
•Put your reader into the story.
•Describe a problem they can relate to.
•Set a stage.
•Ask a question.
•Quote a crazy bit of data.
•Relay a personal anecdote.
•(Even you, boring B2B “solution.”)
6 Things We Can Steal From Publishers
Tell true stories well:
Words are currency. Words are your proxy.Don’t squander them.
@annhandley | annhandley.com
“The best marketing doesn’t feel like marketing.”
—Tom Fishburne
Marketoonist.com
@annhandley | annhandley.com
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
Coming very, very, very soon:EverybodyWrites.com
@annhandley | annhandley.com
(I’m so freakin’ excited about this… )
@annhandley | annhandley.com
Grab your free Anti-Mediocrity Content Toolkit!
Last week! (Regret is a terrible thing to live with.)
(…NOT “with which to live”! Because no one speaks that way any more. Except perhaps the British Parliament.)