creating content people will read - kama marketing conference 2015
TRANSCRIPT
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READWHERE?TABLETS? PHONES? DESKTOPS?
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[ insert made-up stat here ](know your audience)
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READWHY?
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1. EXPERT2. INTERESTING3. ENTERTAINING
DON’T WASTE TIME
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1. KEY POSITION2. ACCURATE3. USEFUL
DON’T WASTE TIME
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• EXCITE!!!!!• CLICKBAIT• DON’T KILL IT
DON’T WASTE TIME
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READHOW?
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READHOW?
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PITFALLS TO AVOID
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• LOW READERSHIP• LACKS COMMENTS• READ LATER
IT’S LIKE WORK
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• JUMPING AROUND• CAN’T SCAN• ADHD• THROW COMPUTER
IT’S LIKE WORK
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• BORING• BAD DESIGN• TOO MANY WORDS• ADHD
IT’S LIKE WORK
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WRITEHOW?
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PEOPLE READ IN AN “F” PATTERN
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WRITE3S METHODSKIMMING. SCANNING. SHARING.
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Skimming refers to the process of reading only main ideas within a passage to get an overall impression of the content of a readingselection.
Scanning is a reading technique to be used when you want to find specific information quickly. In scanning you have a question in your mind and you read a passage only to find the answer, ignoring unrelated information.
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•REMOVE DISTRACTIONS•CONCENTRATE
•OUTLINE•FORGET FORMATTING
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www.hemingwayapp.comwww.ommwriter.com
www.writemonkey.comwww.gottcode.org/focuswriter
www.hogbaysoftware.com/products/writeroom
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•EASY TO READ (SCAN)•QUICK TO READ (SKIM)
•5th GRADE LEVEL•PRECISE •CONCISE
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•LESS WORDS (SCAN)•MORE READABILITY (SKIM)•REMOVE LONG INTROS
•LEAD WITH KEY THOUGHT•REMOVE REPETITION
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• 1 IDEA PER PARAGRAPH (SCAN)• FORGET HIGH SCHOOL ENGLISH
• AP STYLE• BULLETS!• IMAGES!
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FORMAT3S METHODSKIMMING. SCANNING. SHARING.
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•MORE = EASIER TO SCAN•HIGHLIGHTS CONTENT•LESS FOREBODING
•READS COMFORTABLY
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BAD!
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GOOD!
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FINISHHEADLINESSKIMMING. SCANNING. SHARING.
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•SHORT (~5 WORDS)•COMPELLING
•MEAN SOMETHING ALONE•TRUTHFUL
•SONGWRITER• www.portent.com/tools/title-
maker
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•80% READ HEADLINES•20% READ THE REST
•PEOPLE WILL SHARE ON HEADLINES ALONE
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FINISHPROMOTE
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CHECKLIST
GREAT HEADLINEGREAT CONTENTEASY TO SHARE
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JOHN MCCULLEY@mcculley1108
www.moxleycarmichael.com