All are welcome.
Limited to 12 participants.
Until recently, “content” was somewhat of a dirty word for journalists. But writing content can be lucrative for writers, as well as being less draining than their more creative projects, and it can serve as a counterbalance in a workload largely made up of traditional media writing. This workshop will give writers unfamiliar with the field an overview of what it is, where it came from, and what it can offer, introducing them to the skills they need to be successful at it. The workshop will culminate with a writing exercise with personalized feedback.
Part I: What is content marketing and where did it come from?
• Definition of terms
• Brief history
Part II: Why does quality content matter to businesses?
• Brand building
Part III: What makes great content? What makes a great content strategy?
• Writing for business objectives
• Writing for engagement
Part IV: Who are you writing for?
• Crafting brand voice and persona
• Knowing your audience
Part V: How can you protect yourself as a writer?
• Bylines and pen names
• Contracts and compensation
Part VI: How does one get started with content marketing?
• Groups and organizations to join
• Connecting with agencies and businesses
Part VII: How does the pitching process work?
• Principles of a good pitch
• Evaluating company goals
Part VIII: Writing exercise (offline)
• Participants will be asked to apply their learnings by writing a blog post for a fictional brand.
• The workshop leader will evaluate the posts and provide feedback via email.