1. LSC 432: Jam
Session #5
Joe Pulizzi and writing Creating Great Content

2. Joe Pulizzi
•
What’s the future of content marketing

3. Attributes of Great Content

4. Attributes of Great Content
#1 It’s helpful

5. Attributes of Great Content
#1 It’s helpful
#2 It’s audience focused

6. Attributes of Great Content
#1 It’s helpful
#2 It’s audience focused
#3 It’s authentic

7. Attributes of Great Content
#1 It’s helpful
#2 It’s audience focused
#3 It’s authentic

8. Coming Up with
Content
Questions are the answer
(in class exercise)

9. 5 Attributes
of great blog posts
1. Strong, attention grabbing headline

10. 5 Attributes
of great blog posts
1. Strong, attention grabbing headline
2. Well-written and well-formatted text

11. 5 Attributes
of great blog posts
1. Strong, attention grabbing headline
2. Well-written and well-formatted text
3. Images/video

12. 5 Attributes
of great blog posts
1.
2.
3.
4.
Strong, attention grabbing headline
Well-written and well-formatted text
Images/video
Links to relevant content

13. 5 Attributes
of great blog posts
1.
2.
3.
4.
5.
Strong, attention grabbing headline
Well-written and well-formatted text
Images/video
Links to relevant content
A call to action … what do you want me to do next?

14. Headlines
#1 rule

15. Headlines
#1 rule
WHY?

16. 80%
20%
On average, 8 out of 10 people will read headline
copy, Only 2 out of 10 will read the rest. This is the
secret to the power of your title, and why it so highly
determines the effectiveness of the entire piece.
Via copyblogger.net

17. Headlines First
“Your headline is a promise to readers. Its job is to
clearly communicate the benefit you’ll deliver to
the reader in exchange for their valuable time.”
-Brian Clark, Copyblogger

18. Long tail keywords
vs. short tail

19. Some formulas
How to’s

20. Some formulas
How to’s
Work in twos

21. Some formulas
How to’s
Work in twos
“How to win friends and influence people”

22. Some formulas
How to’s
Work in twos
“How to win friends and influence people”
•
•
•
How to Save Time and Get Things Done (Time Management)
How to Get a Better Job and Make More Money (Recruiter)
How to Save Money and Retire Rich (Financial Planner)

23. Some formulas
List posts

24. Some formulas
List posts
•
Do You Recognize the 7 Early Warning Signs of High Blood Pressure?

25. Some formulas
List posts
•
Do You Recognize the 7 Early Warning Signs of High Blood Pressure?
• 10 Ways to Beat the High Cost of Living

26. Some formulas
List posts
•
Do You Recognize the 7 Early Warning Signs of High Blood Pressure?
• 10 Ways to Beat the High Cost of Living
• 76 Reasons Why it Pays to Attend Every Class in Your College
Career

27. Some formulas
List posts
•
Do You Recognize the 7 Early Warning Signs of High Blood Pressure?
• 10 Ways to Beat the High Cost of Living
• 76 Reasons Why it Pays to Attend Every Class in Your College
Career
• Six Types of Students — Which Group Are You In?

28. Some formulas
10 Sure-Fire Headline Formulas
•
Who Else Wants ________ ? e.g. free tuition
The Secret of ________? e.g. successful studying
Here is a method that’s helping _______ to ________
Little known ways to ______________
Get rid of (name the problem) once and for all
Here’s a quick way to (name a problem to solve)
Now you can have (something desirable)(great
circumstance)
• (Do something) like (a world-class leader) e.g. Be Like Mike
• How to build a ______ you can be proud of
• What everyone ought ot know about _______________
•
•
•
•
•
•
•
Via copyblogger

29. Next Class
In class title exercise (in groups)
Blog reviews (in groups)
Twitter profiles and Twitter set up

30. Homework
• Write 25 blog post titles/questions
• BOOK READING “Tao of Twittter” pp 1-48, 67-80,
115-122
• Begin editing your Twitter profile (picture, links,
content and background)
• Go to this link and leave a comment on your
take aways
http://3rhinomedia.com/blog/bid/330894/5Key-Components-of-Great-Blog-Posts