Just Because You CAN Make a Video Doesn't Mean You SHOULD (#FocusOnLearn)
Long-Form Content Doesn't Only Mean Writing More Words
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Long-form Content Doesn’t Only
Mean Writing More Words
Or: How to Write Long and Engaging Content
Isla McKetta, MFA, Sr. Content Strategist at Portent, Inc.
@islaisreading
ABOUT ME
Senior Content Strategist, Portent
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ABOUT ME
Managing Editor, Forum
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ABOUT ME
MFA in Creative Writing
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Step 1:
Ideation
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IDEATION – WHAT YOU’RE USED TO HEARING
Market Research
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IDEATION – THE DANGERS
Thinking INside the box
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IDEATION – HOW TO WIN
Follow Your Obsessions
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Step 2:
Content Generation
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CONTENT GENERATION - CHARACTER
People engage with other people
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“Jim said that bees won't sting idiots, but I didn't believe that, because I tried them lots of times myself and they wouldn't sting me.”
“Human beings can be awful cruel to one another.”
“Hain't we got all the fools in town on our side? And hain't that a big enough majority in any town?”
CONTENT GENERATION - CHARACTER
You are the character!Create an authentic voice.
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CONTENT GENERATION - CHARACTER
I’m a neurotic shopper who likes words and the UK
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CONTENT GENERATION – STORY
Tell a good story
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CONTENT GENERATION – STORY
Research is your friend
Government
•Census.gov
•Usgs.gov
•Ntrs.nasa.gov/search.jsp
NGO
•Pewtrusts.org
Corporate
•Zillow.com/local-info
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CONTENT GENERATION – STORY
Get specific: use numbers
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CONTENT GENERATION – STORY
Get specific: use numbers
Use numbers well
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CONTENT GENERATION – STORY
Re-frame the argument
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CONTENT GENERATION - FORM
How does your content look on the page?
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CONTENT GENERATION - FORM
Break up your text
•Headers
•Short paragraphs
•Lists and bullets
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CONTENT GENERATION - FORM
Challenge: play with form
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CONTENT GENERATION - ILLUSTRATION
Illustrate
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CONTENT GENERATION - ILLUSTRATION
Animate
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Step 3:
Editing
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SUBSTANTIVE EDITING - PACING
Don’t be boring
•Read it again
•Have someone elseread it
•Read it aloud
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SUBSTANTIVE EDITING – REVERSE OUTLINE
Each paragraph should have a takeaway
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SUBSTANTIVE EDITING - LANGUAGE
Spice up your language
Dump clichés
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SUBSTANTIVE EDITING - LANGUAGE
Spice up your language
Use metaphor
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COPY EDITING - LANGUAGE
Look for errirs
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