In this episode of the Pitching PR Podcast, we discuss a very hot topic for PR professionals: writing micro-content. Micro-content is concise writing that needs to be immediately clear and inviting to the reader. We write micro-content every day, including headlines, tweets or subject lines.
Our guest, Dawn Morrison, is a copywriter and owner of TooManyWords.ca Though her background is in traditional marketing and PR, Dawn is now an expert at writing and editing effective micro-content. As the communications manager for a university, Dawn found that the web was becoming the most important recruitment tool; she ultimately became an expert in this kind of marketing and eventually developed her business Too Many Words, which focuses on brand marketing and content development for the web.
- Tips for making your content stand out in an oversaturated marketplace
- The importance of tone
- Considering the channel through which you are communicating when crafting your message
- The importance of being concise
- Leveraging micro-content tricks to improve long-form content
- How to encourage social sharing
- Focusing on audience needs
This podcast is hosted by Lesley Luce from Pitch Graphic Design, a Toronto-based firm specializing in the design needs of PR agencies and freelancers. More episodes of the Pitching PR Podcast can be found on iTunes or online.
Links and Resources:
“Writing online is the opposite of academic writing…you gotta get to the conclusion right away.” -Dawn Morrison
“Every word you choose has to have a purpose.” - Lesley Luce
“I’m on a mission to abolish ‘click here’.” -Dawn Morrison