Writing Rules in PR

The (Non-Boring, Actionable & Useful)

Writing Rules for PR

Ann HandleyChief Content Officer, MarketingProfs

Co-author, Content Rules (Wiley)

Nichole Kelly | @Nichole_Kelly | #VocusWebinarNichole Kelly | @Nichole_Kelly | #VocusWebinar



Ann Handley

Chief Content Officer, MarketingProfs


The

(Non-Boring, Actionable & Useful)


Ann Handley

Chief Content Officer, MarketingProfs


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Ann HandleyChief Content Officer, MarketingProfs


Page 10 © 2014 Marketo, Inc. #mktgnation14

1. How to write better (or how to hate writing less)

2. Easy grammar and usage rules

3. Story rules

4. Publishing rules

5. Things marketers write

6. Content tools

@annhandley | annhandley.com

My six-headed new baby.

Page 11 © 2014 Marketo, Inc. #mktgnation14

1. How to write better (or how to hate writing less)

2. Easy grammar and usage rules

3. Story rules

4. Publishing rules

5. Things marketers write

6. Content tools


My six-headed new baby.

What people think writing is.

What writing actually is.

What writing actually is.

Writing is a habit… NOT an art.

What “good writing” isn’t.


Durn it!


It’s not (primarily) about grammar.

There is no ONE WAY to write…


…just as there is no one way to raise a child, or roast a turkey.

(But there are terrible ways to do all three.)

Photo credit: Jill Erwich Photography

Why does writing matter in PR?

Reasons:

2 professional reasons

1 human reason


93% (90% B2C)

of marketers are creating content.

B2B Content Marketing North American 2014 Benchmarks, Budgets, Trends

MarketingProfs, Content Marketing Institute@annhandley | annhandley.com

1. So much content.

58% (60% B2C)

of marketers are upping content budgets.

B2B Content Marketing North American 2014 Benchmarks, Budgets, Trends

MarketingProfs, Content Marketing Institute@annhandley | annhandley.com

1. So much content.

Reality dose.

Photo via watashiwani


Just 44% of marketers say they have a content strategy.

…And 42% of marketers say their content is effective.

2. PR matters more. (Not less.)

3. Everybody writes.

“Your words are your

emissaries; they tell

people who you are.”

Content Marketing means…

You OWN the media. (Not rent it.)

We’re all publishers. All of a sudden.


Let’s take what we know about “publishing…”


And give it a makeover:

• Focus on pathological customer empathy and experiences.

• Focus on style and inspiration.

• Focus on useful.


Simple formula for good writing…

Useful x Empathy x Inspired =Ridiculously Good Writing

The formula:


Useful x Empathy x Inspired =Ridiculously Good Writing

Multiplication signs are key.


6 Writing Rules for PR

Photo via Lindsey Turner



Redefine “content.”

(Publishing is a privilege, not a right.)


1. Don’t waste an opportunity to differentiate yourself. (Like Woot)

1. Don’t waste an opportunity to differentiate yourself. (Like Woot)


Write to 1 person:

What experience are you creating for them?


Crowdrise.


Crowdrise.



Think simple, but not simplistic.


2. Simple, but not simplistic.


Company-centric: We offer accelerated application development.

“No one will complain that you made

something too simple to understand.”


Company-centric: We offer accelerated application development.

Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (Kinvey.com)

“No one will complain that you made

something too simple to understand.”


Pathological empathy for the reader.


What would your content look like if your customer signed your paycheck?

Useful x enjoyable x inspired

What would make the reader turn and say, “Now listen to

this, Ira….”

What will our customers THANK US for?

“Empathy hack”: Use YOU.

What’s your content’s YOU Score?


Pathological empathy for the reader…

With a mindset of generosity: Content gifts.



“…building an audience, not just leads.” -- Wistia

Wistia: Top Hat Tuesdays

What if it doesn’t work? Show the warts.

Asigra: The Cult of Bacon




205 downloads in less than a weekInfluencer radar



BTW: Anyone notice the typo?



BTW: Anyone notice the typo?

“A BACON LOVER’S GUIDE…”


Follow a writing GPS.

(Relax. You’ve got this.)


“Good writing is less written than it is assembled.” –Andy Crestodina


4. Follow a writing GPS.


4. Writing GPS: Is this hard?


4. Writing GPS: Is this hard?

No. It’s not.

4. GPS ideas:

4. GPS: Embrace TUFD.

(The Ugly First Draft)

4. GPS: Editing.

“The thing that

separates a good writer

from a mediocre writer

is editing.”

6 Things We Can Steal From Publishers

Tell stories about people:


5. Tell stories about people.

“A good lede invites you

to the party; a good kicker

makes you wish you could

stay longer.” –Matthew Stibbe

5. Tell stories about people: Ledes.

Take a running start…

Then cover your tracks.

Here’s a running start…


“Simultaneous to the modern boom of Web 2.0 and along with the

rise of social media, companies have projected their presence by

utilizing social media giants (e.g., Facebook and Twitter) in attempts

to market their businesses.

“And while companies have seen much success in tapping the vein of

reaching the masses through the few quintessential social networks,

only a fraction have explored the option of YouTube marketing.

Let’ s take a look at the facts.”

Here’s covering your tracks…


“Simultaneous to the modern boom of Web 2.0 and along with the

rise of social media, companies have projected their presence by

utilizing social media giants (e.g., Facebook and Twitter) in attempts

to market their businesses.

“Though many And while companies have seen much success in

tapping the vein of reaching the masses through the few

quintessential social networks, only a fraction have explored the

option of YouTube marketing. Let’s take a look at the facts.”

Here’s covering your tracks…


“Simultaneous to the modern boom of Web 2.0 and along with the rise

of social media, companies have projected their presence by utilizing

social media giants (e.g., Facebook and Twitter) in attempts to

market their businesses.

“Though many And while companies have seen much success in tapping the

vein of reaching the masses through the few quintessential social networks,

only a fraction have explored the option of YouTube marketing.

Let’s take a look at the facts.”

(For the record I’d tighten that paragraph up more, too… but I’m making a point.)

5. Tell stories about people: Ledes.

•Put your reader into the story.

•Describe a problem they can relate to.

•Set a stage.

•Ask a question.

•Quote a crazy bit of data.

•Relay a personal anecdote.

•(Even you, boring B2B “solution.”)

6 Things We Can Steal From Publishers

Tell true stories well:

Words are currency. Words are your proxy.Don’t squander them.


Content innovation is more about brains than budget.

“The best marketing doesn’t feel like marketing.”

—Tom Fishburne

Marketoonist.com


Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

Coming very, very, very soon:EverybodyWrites.com


(I’m so freakin’ excited about this… )


Grab your free Anti-Mediocrity Content Toolkit!

Last week! (Regret is a terrible thing to live with.)

(…NOT “with which to live”! Because no one speaks that way any more. Except perhaps the British Parliament.)

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

Coming September 2014EverybodyWrites.com


(I’m so freakin’ excited about this… )

THANK YOU!Please connect with me at AnnHandley.com.

Writing Rules in PR

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