Craft Content Marketing Pieces That Almost Write Themselves

Get Our Fill-in-the-Blanks Templates for Tipsheets, Survey Stories and More

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Category: Techniques & Tactics

You wouldn’t let some 1860s-era technology stink up your webpages, blog posts and content marketing pieces, would you? Yet every day, communicators let a 150-year-old story structure stink up their online messages.

This structure — invented for the telegraph wire, just to give you an idea of how current it is — has been proven in the lab again and again to reduce reading, sharing, engagement, understanding and more.

But there is another option — a different, newer structure that’s been shown to grab readers’ attention, pull them through the piece and leave a lasting impression.

In this session, you’ll master the more-effective story structure — and walk away with templates and recipes for crafting content marketing pieces that almost write themselves.

Specifically, you’ll learn how to:

  • Fill in the blanks to the best survey story you’ve ever written, using our easy “recipe.”
  • Use a simple template for crafting a tipsheet that almost writes itself.
  • Model the masters to a great case study: It’s easy with our annotated example.
  • Write leads that drag readers into your piece with our checklist of three elements of a great lead — and seven types of leads to avoid.
  • End with a bang, not a whimper by using our three-step test.

Lead Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.



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