Archive for category Academic Writing

What Satan Taught Me About Content Marketing

Remember that English teacher who taught you to write five-paragraph essays? The pattern was simple: introduction, three supporting paragraphs, and a conclusion.

Tell them what you’re going to tell, tell them, and tell them again.

From this basic structure, the writing assignments evolved. They moved from exposition to more complex arguments, pages instead of paragraphs, primary and secondary research, visual rhetoric, a companion video or slide deck.

For me, it all came together in a paper on John Milton’s epic poem Paradise Lost, arguing for an interpretation of Satan as epic hero that differed from popular criticism. My desk was littered with the flotsam and jetsam of my efforts—the primary text (PL); a position to take; a list of key points, supporting data, and examples from the text; a somewhat annotated bibliography of my research sources; what might pass for a flowchart that laid out the argument and possible objections; and a rough outline of the paper.

That desk doesn’t look much different today.

Gustave Doré, Depiction of Satan, of John Milton’s Paradise Lost

Those same writing and research processes from academia are useful tools for any kind of business writing, but especially for creating collateral such as white papers or case studies, or posts aligned with defined blogging strategy, or the email messages used in a lead nurturing campaign.

As content marketers, our most fundamental goal is to persuade an audience and motivate them to take action. We take a position—our unique selling proposition —and we develop, support, and defend it.

Sure, it feels good to say our main goal is to inform, educate, and nurture our audience, but a business needs to keep the lights on.

Each message in the customer lifecycle, from marketing to sales and services, is another piece of evidence in support of that position. Its effectiveness in getting, closing, and retaining customers is more measurable now than ever.

The ROI of our efforts is splashed in bright colors across the pie charts and graphs of our CRM dashboards.

While the simple five-paragraph structure is hardly feasible (or desirable) in our marketing communications, the exercise is. The creative process of writing that paper for English class can be adapted to help content marketers develop a messaging framework, and then use it to produce content that’s consistent and value-based, across marketing channels.

From 5 Paragraphs, 5 Concepts for Content

Whether writing a post on the company blog, a case study, or a status update, marketers can deliver an effective and consistent message by keeping in mind five basic concepts:

  • Audience
  • Argument
  • Appeals
  • Evidence
  • Opposition

Audience. The art of persuasion is equal parts writer and reader. Good content is adapted for a target audience, never one size fits all.  Not only do we need to create content for a specific buyer persona, but we also need to set expectations for that audience, and deliver a content experience that meets those expectations.

In B2B marketing, there are often multiple people involved in the decision-making process, each for different reasons. Segment that house list for targeted communications. Offer content relevant for the end user (how a specific functionality saves time), and something for the business decision maker (how the complete package saves money).

Argument. Again, the Unique Selling Proposition. Who should buy your product and why? How will they benefit? Do existing customers feel good about their purchase decision, and will they stick around? A product or service can’t be the best at everything for everyone, so this core concept should focus on what differentiates that product or service from others in the marketplace.

Appeals. To persuade and motivate that target audience, look to the Aristotelian rhetorical appeals ethos, pathos, and logos.

  • Ethos refers to the appeal of the speaker’s character or authority. It’s how we position the “About” page and our online company profiles, what we put in our bios. A good example of ethos in advertising is celebrity endorsements.
  • Pathos appeals to the audience’s emotions. It can be used to convey feelings of confidence and integrity in a brand and trigger the desired response.
  • Logos is logical appeal. This persuasive strategy is usually marked by facts, figures, and data.

The most effective content combines all three appeals.

Evidence. This one is closely tied to logical appeal but worth calling out on its own. General statements only bring an audience so far. Providing credible evidence to support a claim shows the buyer how other people just like them have realized tangible benefits from a product or service. And it doesn’t need to be boring. The statistics part may be a bit dry, but things like video testimonials, case studies, and online communities can turn this evidence into a more interactive experience for the audience.

Opposition. What are the opposing viewpoints in your marketplace? The reasons for not buying your product or service? If the price point high, for example, then provide some quantifiable ROI data from current customers. Opposition to a change in process or technology? Reinforce the benefits of making the change with evidence, and remember that change brings about feeling of both excitement and fear. Build on the former while addressing the latter with a solid nurturing program.

Putting these concepts together in an internal corporate essay, so to speak, with an introduction, supporting ideas, and conclusion helps clarify positioning, communicate value, and motivate the audience to the next step in the sales cycle. Those ideas make up the parts of the whole, the overarching narrative told through our website, blog posts, social media efforts, sales collateral, and customer service.

It’s worth noting that the essay outline mentioned earlier wasn’t so much an outline as a collection of sticky notes and pizza napkins that could be rearranged while the argument in my paper developed based on new research and perspectives.

The corporate narrative should be organized this way, too—it’s a fluid process as we learn more about our audience and how they interact with our communications, or introduce new products and functionality.

A messaging framework based on audience, argument, appeals, evidence, and opposition helps content marketers tell a consistent and compelling story. It may not be the same as writing about Satan, sex, and the phenomenology of sin in Paradise Lost, but the same concepts of argumentation that we learned in English class can inspire a content strategy that adds color to the marketing dashboard.

This blog post originally appeared on B2Bbloggers.

Advertisements

, , , , , , , , , ,

3 Comments

Meaning, Montoya, and PostStructuralism in Business Writing

You keep using that word. I do not think it means what you think it means” ~ Inigo Montoya, The Princess Bride

Inigo Montoya

It’s been a while since the last post, so I thought sharing a bit of my current research project/obsession would be a good way to convey writing productivity simply through creation of another page on this blog. Sometimes, that’s all it takes.

The nerd in me would like to highlight that this creates a rhetorical situation of authoring content with two potential outcomes–1) sharing what I think is an interesting element of professional writing, or 2) crafting an illusion of blogging productivity by re-purposing content originally (and 15-minutes-ago-recently) written to help sketch out a research interest.

Either way, here it goes.

Business and technical writing requires that the author and the reader are closely aligned in linguistic interpretation and intended/conveyed meaning.

Understanding Derridean linguistic and poststructuralist theories allows the professional writer to use language and narrative structure to strategically position a product or company in the marketplace.  It also reinforces the need for consistency in internally adopted and externally promoted language to reduce interpretive misses.

The following is a summary of Derrida’s essay “Structure, Sign, and Play in the Discourse of the Human Sciences”* to help explain the notion of destabilized language and meaning.

Because it relies on the reader and changes due to the arbitrary nature of signs, Derrida presents meaning as decentralized and unstable; this status of discourse, and specifically language, produces a continuous (inter)play of signification.

The instability of meaning based on signs and symbols alone forces consideration of narrative structure as a method of making meaning out of this linguistic interplay. Derrida goes on to show how structure, too, can be deconstructed and destabilized based on author or audience presence, metaphysics, proximity, repetition, and disruption.

Derrida discusses Lévi-Strauss’ position that only nature can be universal, and dependence on social structure is indicative of cultural influence. He concludes that the interpretive process is a posthuman act of creating truth, performed in absence of a collective origin of meaning or affirmation of signs and their signification.

* Derrida, J. “Structure, Sign, and Play in the Discourse of the Human Sciences.” Writing and Difference. Chicago: The University of Chicago Press, 1978. 278-294.
** Image Source: Unencyclopedia.

, , , , ,

1 Comment

Lanes of Learn’d Bastards

Digging through stacks of dusty old notebooks, manuscript piles, and ancient issues of Writer’s Chronicle, I actually found the object of my lazy and nostalgic adventure in office archaeology. But that’s not what I’m writing about here.

Even better was finding the little poem a few of us MFA grads wrote while sitting through the commencement speech and role call. I won’t say how many years have passed since then, but it has been enough to make this seem an artifact. So here’s the poem, written by KC, Athena, John, and me. It doesn’t have a title, but it doesn’t seem to need one (how very postmodern). And it speaks of learn’d bastards with greatest affection, as that’s what we all strive to be (or, unconsciously become).

Eight graduates with Fine Arts Masters,
Commenced ‘tween lanes of learn’d bastards,
Clad in gown and caps,
Collectively thinking, perhaps
‘twould be better if this thing
would go faster.

More love for the MFA degree can be found here.

,

Leave a comment

Tight Lines: 12 Reasons the MFA is a Solid Degree in the Technology Space

Tonight I had the pleasure of sitting around a table drinking wine and sharing crème brûlée with some friends from graduate school, specifically the MFA program in creative writing at Minnesota State University Moorhead. Pulling up in my minivan I realized it had already been a good 5 years since my last writing workshop around that blessed, beat-up and beloved table in Weld Hall library.

One discussion stood out over the Cabernet and custard, perhaps because of where I’m at academically, professionally, and personally. It was whether an MFA degree had any value in today’s workplace for those not interested in teaching at the college level, and how those skills might be applied in the workforce.

At the table for tonight’s conversation were four MFA graduates and a faculty member. The grads included a software developer, a local magazine editor, a PhD student/professor, and a marketing director. Not a bad as products of the program, I’d say.

This post outlines some key areas where the MFA program directly relates to the creativity, critical thinking, and communication skills that are very much in demand in today’s job market. It’s time to start that dialogue around how those of us in the arts and humanities can create some pretty kick-ass careers for ourselves.

The perspective here is from a fiction writer (as opposed to poetry or nonfiction), and it’s from the marketing point of view (versus a visual art like design or a sales role such as business development).  It deals mostly with applied professional writing—as a “creative” on an in-house team or at an agency, for example. (I’m sure the linguistics or communications theory-laden post will soon follow.)

One more disclaimer is that I have split personalities when it comes to writing about marketing.  I’m a B2B marketer marketing an advertising product to folks who market B2C. But at the end of the day, we’re all fucking human. Write that way and you can sell a product or service or otherwise inform and persuade an audience. That’s all we really need to do.

Here’s that list, from my own experience as an MFA graduate with a pretty sweet career. I may not have been placed on that path because my credentials state this particular degree, but the skills needed to get there tie directly to experience in a creative writing program.

Copywriting

1. Tight Lines. These people have the ability to write tight lines that are both creative and persuasive. In fiction, the writer needs to create believability and truth, or verisimilitude, in the story.

2. Plot Lines. Web copy, for example, needs to drive a visitor along a certain navigational path that results in that person taking an action, whether it be submitting a contact form, calling a business, or even moving on to the next page. Creative writers, too, drive their visitor—their reader—along with intent. The audience is brought on that proverbial journey, as the business writer strives to both pull a prospect through a sales funnel and engage them in interactive content, and a fiction writer so convincingly delivers a narrative that can pull the reader along the story’s path without question of the reality or the characters created—they simply must get to the next part of the story.

3. Buyer Personae. This one is huge, but it’s covered in the Marketing/Sales Cycle section below.

Public Relations

4. Positioning. PR positions the company, setting the scene for the action to take place. It’s important in PR to be completely transparent, to stay away from embellishment, but this is where command of English language comes in handy.

5. Storytelling. These are the folks that tell the company’s story, and they need to do it well. Hire a storyteller. Or become one. Enough said.

Marketing/Sales Cycle

6. Audience. Identifying and understanding a target audience for marketing efforts is akin to developing characters for a work of fiction. You know who they are, what they make a year, their educational level, where they eat and shop.

3., Part Deux. Buyer Personae. The ability to serve up content that’s relevant to the business audience is critical to everything from generating interest to keeping a customer. To do this, marketers need to create what’s called a buyer persona to guide their efforts, to know what makes that target audience tick. This is literally an outline or profile of a character—for me, it’s all those characteristics scribbled on sticky notes across my desk and color-coded to indicate mannerisms or role in the story. But again, working within the framework of buyer personae is where the ability to create and develop characters in a fictional work becomes a skill that transfers nicely.

For these writers, it goes well beyond the numbers that identify age, location, and income— the ability to create and give voice to these buyer personae, understand their pains and how to manage their egos, and bring them along on that storied journey are inherent in those who’ve spent time writing fiction in first person or as a member of the opposite sex, to name just one exercise in character development.

7. Lead Generation and Nurturing. Think like the characters do. Where would you place the ads that would reach you if you were that character? Where would you be located? And engaged in what media? Where and how do you participate online? Think of what content gets the most downloads, and later, analyze what content was downloaded by the most qualified prospective customers and focus your editorial efforts accordingly.

8. Content Strategy. Oversimplified, this is creating, running, managing an editorial calendar.

In addition to providing the right content for your audience, this includes understanding how to work with people in order to elicit guest posts and suggest changes that keep the contribution on par with the quality of other writing on the site while maintaining author’s style. Experience in MFA program workshop dialogue, copyediting, and working with any published or up-and-coming authors are all great ways to develop a foundation for business content strategy and how to execute on it successfully.

9. Engaging. For marketers, this means creating dialogue around a topic or issue, whether in person or online. For MFAers, it’s the ability to deconstruct, put back together, and discuss what we read. “Nice work” is a comment that brings nothing to the table.

10. Case Studies and White Papers. The former is an in-depth profile that tells the story of how a business solved a problem or made more money using your solution. The latter is a paper that also solves a problem, typically research-intensive and from a thought-leadership perspective looking at improvements that can be made overall in an industry (and of course, in the About section in tiny print on the last page, how the corporate author is positioned to solve those problems).  Naturally, these are my favorite pieces to write.

Software Development

11. Stories. Using sticky notes and whiteboards to piece together the story of how functionality or a process will work in a software application is similar to performing this exercise in order to piece together a novel, story, or poem, or even the core argument for an essay (for the creative writer, it’s possible the whiteboard is instead a Moleskine®). This also applies to telling the story from the end-user’s perspective and the actions they take during the software testing/QA process.

12. Complexity. Being able to understanding complex processes and communicate them is useful skill. The correlation? A research paper on something like “Burnt Norton from T.S. Eliot’s Four Quartets or Vladimir Nabokov’s Pale Fire.

Other Skills

  • Interviewing for a job (MFA: Engaging conversation and defending position in MFA workshop.)
  • Taking (and applying) feedback and critique of professional work (MFA: Feedback from professors and peers during workshop.)
  • Working independently (MFA: We write alone.)
  • Write simple code for web development, design, and animation (MFA: Knowing how language works.)
  • Research skills (MFA: If it’s out there, we can find it.)

Thus ends my preaching—for now—on the virtues of an MFA degree for those who aren’t ready to or have no plans to teach.

It’s interesting to note it wasn’t until later in the evening that said software developer, local magazine editor, PhD student/professor, and marketing director observed that none of us had actually graduated the MFA program together and were, pretty much, barely classmates. This attests to the community surrounding writing programs such as these and the craft itself.

If you do nothing else in life, perfect your craft. If you have a talent, use it. Get involved with the community around it. As fellow MSUM MFA graduate Kristen Tsetsi writes, “I no longer know the grass of forbidden lawns, because I drive past it.”

Exploring the craft before that forbidden lawn of unbridled creativity becomes unfamiliar is an experience that we’ll draw from inevitably in our careers, whether we realize it or not. We MFA grads had the opportunity to develop a mindset that allows for creative, critical, and analytical thinking–a stage on which to practice freedom in our art, engage in healthy debate and discussion, and advance our writing abilities both technically and creatively, all while participating in good conversation and community.

, , , , , , , , , , , , , , , , , , , , , , , ,

4 Comments

What Milton’s Satan Can Teach Us About Writing Business White Papers

Many of us still recall the five-paragraph format for writing papers that seemed to be a favorite of so many English teachers.

I’m not one of them, having preferred a more natural approach to writing where the argument fleshes itself out along the way. The freedom to play with the transition of ideas throughout the paper rather than how many paragraphs I could produce that–within them–followed yet another structure, the main idea of the paragraph followed by supporting statements. Blah. Yeah, I was docked a few times for format, but to me, it was the writing journey that mattered.

To help us structure our ideas and content, there’s a general rule in writing that goes something like

  • tell them what you’re going to tell them (the Introduction)
  • tell them (the Body)
  • and tell them again (the Conclusion)

Enter the “real-world,” out of academia and into corporate America. The 5 paragraph prescription doesn’t always work, and folks just doesn’t have time for you to tell them three times unless you’re really creative about it.

Turns out the time spent studying composition theory and writing research papers really was a fertile training ground not only for producing marketing collateral such as white papers, but also in writing things like project plans, business cases, grant funding applications, and just about every other form of business communication that goes beyond the transactional.

Who knew that writing “Satan, Sex, & Scripture: The Phenomenology of Sin in Paradise Lost” as a pompous young grad student would have a direct tie to my career in the private sector? To me this answers the question so many students in freshman English ask themselves and each other in classroom or on the campus lawn – what does poetry have to do with my degree, or my future career? Why do I have to read Shakespeare? Or Chaucer? Why are there no pictures in these books?

It’s because of the limitless opportunities these works present for students to structure and present their arguments “off the fence,” as one of my professors used to say. To take a side and think critically in order to defend it.

One of my favorite duties at “work” is writing white papers. The most recent are available here and here. The writing process for me didn’t much differ from that of my research writing days. And yes, ever the English major, both those white papers have semi-colons in their titles.

Those that read white papers are looking to solve a business problem, so the content has to be both informative and prescriptive. (Sometimes, the writer must first make that reader aware that they indeed have a problem.) It’s the equivalent of reading up on other critics of a literary work before beginning the research paper, then writing in such a way that the reader is guided in how to read the given literary work based on the writer’s interpretation of it. Other similarities include

  • facts and citations from credible sources,
  • an engaging tone that’s not too dry,
  • addressing potential objections early on,
  • a summary of the paper and its argument in the introduction,
  • and a conclusion that answers the question, “So what?” (Why should a literary work be read this way? Why will the ideas presented help me do business more efficiently or profitably?)

One thing you’ll notice on this blog is that I absolutely love language–the words and their rhythm, texture, room for interpretation. Because of that I’ll include from time to time excerpts of previous papers or short stories that I’ve written. And maybe the occasional piece of marketing fodder.

That said, below is the introductory paragraph from the paper mentioned earlier, “Satan, Sex, & Scripture: The Phenomenology of Sin in Paradise Lost.”  It does three things that are also important for the intro to a business white paper:

1) Establishes the author’s position on what will be the central argument in the paper (Satan’s character represents the Jungian notion of the shadow),
2) Addresses the opposing viewpoint (readers who are drawn to the character show evidence of their own sin),
3) Provides evidence to support the argument being proposed (Satan’s fall and temptation of Eve).

The ancients teach us that true knowledge of the self comes only after an examination of the other side—the vengeful, deceitful, contemptuous recesses of the psyche—in order to discover moral absolutes. As a symbol of evil, the author of sin and death in Paradise Lost, Satan becomes the archetypal, primal human being, in consciousness though perhaps not in form, and embodies the weaknesses inherent in mankind.  Milton’s Satan contains the other, darker, elements of the human psyche, the tendencies toward envy, wrath, lust, and pride that make us complete.  Identification with Satan signifies not the reader’s sin, as some critics have argued, but an active, positive response to otherness, facilitating the incorporation of human darkness which manifests itself as evil when repressed in the psyche.  Through his own fall and temptation of Eve, Satan offers the reader the means to recognize, confront, and consume her shadow, a Jungian signification for the dark or unacceptable emotions and behavior which reside in the unconscious mind.

, , , , , ,

2 Comments