How to Create Great Online Content - University of Leeds.docx

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HOW TO CREATE GREAT ONLINE CONTENTInstitute of Coding, University of Leeds | Meg PickardWhat makes content work online? In this course,you’ll be exploring different content types andformats, as well as looking at the role languageand tone play in delivering messages to yourintended audience.WEEK 1Learning Outcomes:Interpret the messaging and intentionbehind online content.Evaluate the use of tone and languagein communication.Describe how various media formats areused to create compelling onlinecontent.Contentcomes in many forms – blog posts,videos, articles, image galleries, among others.Everything you consume or come across hasbeen created or chosen with a purpose, anintent. It exists to make you do or feelsomething, and often both.The Power Behind Your ContentThese three considerations should be thestarting point when you’re creating contentonline:Some content is to create brand orproduct awareness.Some content is to increase SEOranking.Some content is to create outcomesfrom a particular audience. This couldbe a call to action, it could influence youto buy something, or even shareinformation.In this step, you’re going to look at the last ofthese: influencing an audience’s feelings oractions.Before you start creating any kind of content,ask yourself:what do you want the reader (orviewer) to do, know, say or feel afterwards?Content creators use many ways to achieve theirgoals, which can have extremely powerfulresults.1.Calls to action.One of the mostcommon goals of content is for theviewer to respond to a simple call toaction, for example download adocument, sign up to a newsletter orshare the content on their own socialmedia account.2.Emotions.particular. This could bepositive, negative or something elseentirely such as: surprised; inspired;amused; connected; shocked; outraged;concerned, or just ‘seen’ andacknowledged. Emotions are oftenbehind the most successful and viralcontent online.“Does the story make you feel enraged,inspired, understood? With everythingyou create you have to ask: If thisscrolled by on my newsfeed, would Icare? If the answer is no, it’s not worthit. Your online content habits are yourown best judge.”– Megan Conley, Content MarketingStrategist at HubSpot3.Transaction or purchase.This is a bitlike a call to action, but it’s more usuallyabout buying something there and then.That’s where product copy or contentcan be extremely influential, as a way ofexploring the benefits and features of athing in a compelling way. This whetsthe reader’s appetite and nudges themcloser to hitting the ‘buy now’ button.Good product copy conveys the benefitsof a product as well as the facts about it.It can be persuasive about how it mightimprove the customer’s life, as well aswhat a product is made of.

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Term
Fall
Professor
Dr. Jerry Kliatchko
Tags
University of Leeds, INSTITUTE OF CODING, Meg Pickard

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