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Telling tall tales - how storytelling helps create great content

Thursday, February 21, 2013

It's easy to get lost in space when creating online content, whether it's a web page or landing page, blog post or article. Sometimes the very thought of having to write something 'marketing-y' puts people off. Marketing is complex stuff and if you don't know much about it, content creation can seem very daunting. So it's useful to think about it in a different way. 

Every piece of online content tells a story

Remember when you were at school? Writing great content follows the same rules as writing a story or an essay. In English we were taught to order information like this:

  • introduction
  • middle
  • conclusion

In science we were taught much the same thing, an efficient and clear way to write up experiments. 

Most content demands a call to action. You want people to respond in some way or another and you need to make it clear exactly what you want them to do. And because people are short of time and patience it's also a good idea to sum up the proposition in one sentence before you even introduce the subject. So your content creation plan might look like this:

  • proposition
  • introduction
  • middle
  • conclusion
  • call to action
Here's an example of how it works:


Proposition

Want to enjoy smoother, quicker journeys? SuperQuantumGrease makes you go FASTER.

Introduction

The amazing properties of SuperQuantumGrease are at your fingertips! Just smear it all over your body, lie down and you'll slide along the pavement at record speeds, saving time and money on public transport.  

Middle

SuperQuantumGrease is safe - our scientists have proved it. It's revolutionising the personal transport landscape, harnessing the power of the Higgs Boson to save the human race. Billions of people all over the world are enjoying lightning-fast, low cost journeys from A to B. And you can buy it right here, right now... with free postage thrown in.   

Conclusion

Life-changing inventions are rare and precious. This one's yours for less than £1 a ton: more or less instant bodily transfer from any destination, to any destination, at a fraction of the cost of old-school jet and combustion engines.

Call to action

Be the first in your neighbourhood to test drive the discovery that's changing our world forever. It's green, it's clean, it's SuperQuantumGrease! Go here to buy now in just two clicks of your mouse.   


When you replace the bold bits above with interesting headers that reflect the content of each paragraph, you've just about cracked it. 

Does that help put content creation into perspective? Do you have any ideas of your own? If so we'd love to hear them.

Posted by: Kate Naylor

Thursday, February 21, 2013 | Comments (0) | Trackbacks (0) | Permalink


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