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Essentials of Content Writing

Pooja D.
23/10/2018 0 0

In any content writing assignment or article, you need to take care of three things -

1) Emotions: Readers like your creation only when they can relate to it emotionally at some level. Higher the emotional engagement, more are the chances that your writing would be appreciated.

2) Human story - Irrespective of the channel you use, style of capture, the topic you write on, the ultimate objective is to communicate with people. People make the primary actors and thus the involvement and consideration is of prime importance. Creating a story that has human involvement gives you an edge as your readers would be able to visualise and relate to their experiences through your content.

3) Curiosity - Your writing should provoke the reader into thinking such that after reading, they should ask questions to themselves - what is happening? How does it work? Why is it like that? When did it happen? Where did it happen? Etc.

How to use these essentials?

1) Emotions: We need to generate many feelings in people through numerous articles in a blog so that people can relate and connect with us in various ways. Once they feel many emotions with us, they think compared to us and are more open to listening to us when we are selling.

If you have a friend who takes care of you (love emotion), fights with you (anger), does your work (comfort), you feel more connected with him, and whenever you look for buying a new cell phone, you would take the views of this person.

Just the same way, you need to connect with your audience.

An example of how emotions can be generated in a bland research material

Research says, “Indians take only 4297 steps daily while Americans walk more with over 6880 steps taken daily.”

Emotional Appeal, “Indians among laziest people in the world” - you may be

Upset or irritated - why are we so lazy?

Or angry - how can they call us lazy

2) Human Story - We spoke to a manager in a big

The writer in the case of the article mentioned above used a positive story about an Indian.

Story: Delhi-based dietician Ritika Samaddar suggests at least 10,000 steps a day to remain fit, "People feel that if they have walked for an hour in the morning, they have got their share of physical exercise done. But you need to be active throughout the day."

3) Curiosity?

Ex. 232% obesity increase for females versus 67% increase for males.

Will, you do not have the curiosity to read on if you are a woman?


Exercise for you:

Take this topic: Understanding the impact of communication technologies on customer retention

Now think of communication technologies and customer retention as keywords, and answer the following questions -

Who is your audience?________________________________________________________

Write your Answer here: (Hint: Identify age, gender, occupation, education, designation, & interests)

What emotions can you use with your audience?___________________________________

Write your Answer here: (Hint: Identify their pain points)

Can you think of a human story around communication technologies and customers?______

Write your Answer here: (Hint: Imagine a customer using a communication technology)

Can you make your readers curious about something?_______________________________

Write your Answer here: (Hint: Think what can make you curious if you were in the place of the audience)


What content can you think of covering in the article after knowing your audience, their emotions, and unique ideas?

Write your Answer here: (Hint: Think facts, stories, figures, content, ideas, etc.)

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