long-form content doesn't only mean writing more words
DESCRIPTION
Portent, Inc's Isla McKetta on how to write long AND engaging, excellent content.TRANSCRIPT
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
2
@islaisreading
ABOUT ME
Managing Editor, Forum
3
@islaisreading
ABOUT ME
MFA in Creative Writing
4
@islaisreading
Step 1:
Ideation
@islaisreading
IDEATION – WHAT YOU’RE USED TO HEARING
Market Research
6
@islaisreading
IDEATION – THE DANGERS
Thinking INside the box
7
@islaisreading
IDEATION – HOW TO WIN
Follow Your Obsessions
8
@islaisreading
Step 2:
Content Generation
@islaisreading
CONTENT GENERATION - CHARACTER
People engage with other people
10
@islaisreading
“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.
11
@islaisreading
CONTENT GENERATION - CHARACTER
I’m a neurotic shopper who likes words and the UK
12
@islaisreading
CONTENT GENERATION – STORY
Tell a good story
13
@islaisreading
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
14
@islaisreading
CONTENT GENERATION – STORY
Get specific: use numbers
15
@islaisreading
CONTENT GENERATION – STORY
Get specific: use numbers
Use numbers well
16
@islaisreading
CONTENT GENERATION – STORY
Re-frame the argument
17
@islaisreading
CONTENT GENERATION - FORM
How does your content look on the page?
18
@islaisreading
CONTENT GENERATION - FORM
Break up your text
•Headers
•Short paragraphs
•Lists and bullets
19
@islaisreading
CONTENT GENERATION - FORM
Challenge: play with form
20
@islaisreading
CONTENT GENERATION - ILLUSTRATION
Illustrate
21
@islaisreading
CONTENT GENERATION - ILLUSTRATION
Animate
22
@islaisreading
Step 3:
Editing
@islaisreading
SUBSTANTIVE EDITING - PACING
Don’t be boring
•Read it again
•Have someone elseread it
•Read it aloud
24
@islaisreading
SUBSTANTIVE EDITING – REVERSE OUTLINE
Each paragraph should have a takeaway
25
@islaisreading
SUBSTANTIVE EDITING - LANGUAGE
Spice up your language
Dump clichés
26
@islaisreading
SUBSTANTIVE EDITING - LANGUAGE
Spice up your language
Use metaphor
27
@islaisreading
COPY EDITING - LANGUAGE
Look for errirs
28
@islaisreading
