1.
TEREZA LITSA
Content Marketing Manager
at Hubbub Fundraising
15 WAYS TO IMPROVE
YOUR CONTENT WRITING

2.
Effective
content

3.
It’s a content-
driven world
Image: iphonewalls.net

4.
1. WRITING PROCESS

5.
2. CREATIVITY

6.
There’s no
perfect
topic

7.
Image: teepublic

8.
3. ATTENTION SPAN

9.
The average
human attention
span is just…

10.
8
seconds

11.
A goldfish
has an
attention
span of
9 seconds

12.
4. TYPES OF CONTENT

13.
IMAGES

14.
65%
of people
are visual
learners

15.
INFOGRAPHICS

16.
Infographics
are shared
3x times
more than
any other
visual content

17.
I
VIDEOS
Image: Loozrboy, CC BY-SA 2.0

18.
Videos
will account
for 80% of all
internet traffic
by 2019

19.
GIFs

20.
There are
more than
150 million
original GIFs

21.
Making a blog post visual

22.
5. LENGTH OF CONTENT

23.
Is
long-form
content
dead?
(not yet)

24.
The average
blog post in
2016 was
1054 words

25.
6. STRUCTURE

26.
Allow your text to breathe

27.
Test
content
on all
devices

28.
Bullet
points

29.
Not all
bullet
points
improve
structure

30.
7. FORMATTING

31.
Images
relax the
readers’
eyes

32.
Headings help you organise your content

33.
There’s
no right
and wrong
way of
using them
H1 to H6

34.
Headings
can also
improve
your search
rankings

35.
8. CONTENT GOALS

36.
What do you want to achieve
with your content?
thought
leadership
awareness promotion engagement conversion

37.
Call-to-action

38.
9. HEADLINE

39.
It’s the first
impression
that counts

40.
What makes a great headline?
clarity brevity relevance emotional
appeal

41.
Don’t try too hard

42.
CoSchedule’s Headline Analyser

43.
10. LANGUAGE

44.
Simplicity

45.
Avoid passive voice

46.
Avoid using
unnecessary adverbs

47.
No more buzzwords
Image Credit: Gavin Llewellyn

48.
Be consistent with
the verb tense
It’s easier to be confused
in longer sentences

49.
Stay
away from
common
mistakes

50.
Image Credit: Someecards

51.
11. SEO

52.
SEO?!

53.
It’s useful
to create
“SEO-friendly”
content

54.
Increase the chances for an
image to be discovered
file13435.jpg optimisation-seo.jpg

55.
Title
Aim for relevance and brevity

56.
Headings
Help search
engines
discover
your focus
keywords

57.
Keywords
Use them
in the right
context.

58.
Meta-description
How do you
describe your
content to
your readers?

59.
12. READABILITY

60.
Image: Found Animals Foundation, CC BY-SA 2.0

61.
Factors affecting readability:
- reading ease
- writing style
- comprehension
- language

62.
Pick the right font

63.
Allow
enough
space

64.
Use simple
writing
Image: Jegi, CC BY 2.0

65.
Avoid long sentences

66.
13. SOCIAL OPTIMISATION

67.
Think of the headline

68.
No more
stock
photos

69.
Adjust the description

70.
Add sharing buttons

71.
Encourage likes and shares

72.
How Medium encourages shares

73.
14. THINK LIKE A USER

74.
Stop thinking like a writer

75.
Use Google Analytics to learn your audience

76.
Bad user
experience
can kill good
content

77.
Mobile optimisation
- structure
- buttons
- images
- forms

78.
Responsiveness
- usability
- accessibility
- performance

79.
Conversion rate

80.
The user
experience
honeycomb
by Peter Morville

81.
15. TOOLS

82.
Hemingway

83.
Grammarly

84.
Buzzsumo

85.
Readable

86.
CoSchedule’s Headline Analyser

87.
Writefull

88.
StayFocusd

89.
TAKEAWAY

90.
Checklist to improve content
Writing process
Content types
Length
Structure
Creativity Headline Language
Readability
SEO
Social optimisation UX
Formatting

91.
Unlock new
opportunities

92.
ENJOY
the writing
process

93.
Follow: @terezalitsa

94.
Message: terezalitsa@gmail.com

95.
Read: www.terezalitsa.com

96.
Thank you!