CONTENT WRITING WORKSHEETS Page 1 of 16

CREATING YOUR MARKETING PLAN

Marketing Mix: The 4 P’s of Marketing

PRODUCT

PRICE

PLACE

PROMOTION

CONTENT WRITING WORKSHEETS

1. DEFINE THE PRODUCT OR SERVICE THAT YOU WISH TO PROMOTE

What is the product or service that I wish to promote?

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2. DEFINE MARKETING OBJECTIVE

(What do you want the reader to do after reading your article?)

CONTENT PLANNING

Before you begin writing any content, it is crucial to identify the Objective or Purpose of WHY are you writing this particular
Content? This worksheet is designed to help you mentally plan your content. Is it to:

SELL / PROMOTE CREATE GENERATE SOLVE A

PRODUCT/SERVICE AWARENESS FOLLOWING PROBLEM
DESCRIBE DESCRIBE DESCRIBE DESCRIBE

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3. DEFINE YOUR TARGET AUDIENCE

Before you start writing, think about WHO are you writing your article to?
Define your Target Audience, then start writing to them.

TARGET AUDIENCE GUIDE

Age

Gender

Occupation

Married

Single

Student

Income Bracket

Education Level

Where do they live (city or rural)?

Interests (list a few)

4. SELECT MEDIA TO REACH YOUR TARGET AUDIENCE

Decide on the best Medium/Media to reach your defined Target Audience.

Why Is This the Best Medium? (Eg. Because millennials prefer IG)
MEDIA

Blog/Google

Facebook

Instagram

LinkedIn

Twitter

YouTube

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5. CONTENT DEVELOPMENT
STEP 1

Write the TOPIC of your article, and then list 5 Components within this TOPIC.

TOPIC

Component 1

Component 2

Component 3

Component 4

Component 5

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STEP 2

CONVERT EACH COMPONENT INTO A RELATABLE STATEMENT

Convert each Component into Relatable Statements. You want to make it relatable to the emotions of the reader. This will
activate your RIGHT (emotional) BRAIN. This is great for people who are LEFT (logical) BRAIN dominant.

RELATABLE STATEMENTS
1.

2.

3.

4.

5.

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6. KEYWORD RESEARCH
When writing Content for Digital Marketing, using Keywords and Keyphrases are the keys to making sure that Search
Engines find your article. In this worksheet, research the Keywords and Keyphrases (long tail keywords) of the Topic above
as taught in the course. These Keywords and Keyphrases can double up for your Meta Descriptions and Tags / Labels to be
inserted in your website or blog. Write 5 options, then write your Topic’s Headlines incorporating these Keywords/Phrases.

No. KEYWORDS

No. KEYPHRASES

No. TOPIC HEADLINES (Write 5 alternatives, choose the best to use)

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7. CONTENT WRITING PLANNING

This worksheet will help you plan and organise your Content before you commence writing.
They do not need to be final text, you can edit later. Come up with 5 - 6 alternatives for the same article.

NO. ARTICLE HEADLINES BODY COPY (Points) CALL-TO-ACTION

1.

2.

3.

4.

5.

6.

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8. WRITE YOUR ARTICLE

Start writing your final article here. Make sure to mention a Benefit in the Headline and a CTA in the copy.

HEADLINE:

BODY COPY (incorporate List / Points within copy & a Call-To-Action statement at the end of the copy):

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9. PLANNING FOR FUTURE ARTICLES

Repeat steps 4 – 7 for each Topic

NO. FUTURE ARTICLE TOPICS LIST

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

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CONTENT WRITING: ARTICLE TITLE INSPIRATION

Do You Make Any of These Mistakes ___________ _____ Ways to Accomplish _________________

The Quickest Way to ________________________ Apply These 5 Secret Techniques to Improve

_______________________________________
The 5 Sure-Fire Ways to _____________________
___________________ Doesn’t Have to Be Hard
How To Pay Less for ________________________
______________________ Is Your Worst Enemy
Why Some People Always Succeed in ___________
5 Simple Career Techniques That Helped Me
9 Things to Help You ________________________ Succeed

Now, at Last, UNLOCK the Secrets to ___________ 5 Creative Ways You Can Improve ____________

Easy Ways to ______________________________ 5 Easy Steps to Get More ___________________

What Everyone Ought to Know Before Buying 5 Effective Ways to Get More Out of ___________
_________________________________________
5 Facts Everyone Should Know About _________
How to ______________for Under _____________
9 Life-Saving Tips about ____________________
How to Get FREE __________________________
7 Little Known Ways to Make the Most of _______
How to Sell More Goods and Services to More
People, More Quickly, and Most Efficient Than Ever 5 Most Well-Guarded Secrets about ___________

The 7 Most Common Mistakes Everyone Makes In 13 Questions You Need to Ask before You Buy
_________________________________________ _______________________________________

9 Quick-Fix Solutions for _____________________ 9 Ridiculously Simple Ways to Improve Your

_______________________________________
POWER CHARGE Your _____________________
7 Secrets about _____________ They Are Still
Liberate Yourself from _______________________ Keeping from You

9 Things Which Make an Incredible Difference to 7 Simple Ways the Pros Use to Promote _______
Your _____________________________________
5 Solid Reasons to Avoid ___________________
The 7 Most Costly ___________________ Mistakes
9 Steps to __________________ of Your Dreams
Let Me Show You How You Can Easily Have the Life
YOU Want 7 Facts You Didn’t Know about _______________

Dispelling the Myths of _______________________ 9 Super Useful Tips to Improve _______________

Forget Everything Your Parents Told You About 7 Surprisingly Effective Ways to ______________
_________________________________________
5 Things You Didn’t Know about ______________
Shocking New Discovery Reveals ______________
The Secret Guide to _______________________
Fast, Easy, and Reliable Methods to Give You
_________________________________________ The Ultimate Secret of _____________________

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9 __________________ Secrets You Never Knew Sick and Tired of Doing ______________ the Old Way?

Don’t Be Fooled by ________________________ Want an Easy Fix for Your _____________________ ?

How to Deal with a Very Bad _________________ What You Ought to Know about __________________

In 10 Minutes, I’ll Give You the Truth about _____ What _____________ Experts Don’t Want You to Know

Lies about _______________________________ Where Is the Best ___________________________ ?

Rules Not to Follow about ___________________ Everyone Loves ______________________________

The Lazy Man’s Guide to ___________________ Fall in Love with ______________________________

9 Surefire Ways ___________ Will Drive Your 9 Ways to Make People Fall in Love with Your Product
Business into the Ground
Here’s a Quick Way to Solve the___________ Problem
Listen to Your Customers, They Will Tell You All
about __________________________________ No More Mistakes with _________________________

Pump Up Your Sales with These Remarkable Little Know Facts about _______ and Why They Matter
_________________________________ Tactics
The Philosophy of _____________________________
The Simple _____________That Wins Customers

9 Easy Steps to a Winning ___________ Strategy

7 Incredibly Useful _______ for Small Businesses *NOTE: You may also search on the internet for Best
Blog Titles For… (also check out www.buzzsumo.com
5 Tips for Using ____________ to Leave Your for successful titles list)
Competition in the Dust

7 Very Simple Things You Can Do to Save ______

9 Ways _____________ Can Make You Invincible

7 Ways to Get Through to Your _______________

7 Ways to Immediately Start Selling ___________

Using 5 ___________ Strategies like the Pros

The A – Z of _____________________________

The Ultimate Guide to ______________________

7 Tips to Grow Your _______________________

7 Ways to Improve ________________________

How to Make_____________________________

How to Become Better with __________________

in 10 minutes

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SEO CONTENT WRITING CHEAT SHEET

Get your Content copy closer to SEO worthiness BEFORE it gets published.

When we write Content Copy for the internet, we need to make sure that Search Engines pick up our
Content, so we need to Optimise our copy for Search Engines (SEO = Search Engine Optimisation).

Here are the rules and tips to follow:

1. Use your main Keyword in your Headlines

2. Include alternative Keywords in your Subheadlines
3. Use your main Keyword/Phrases in the first paragraph of the Body Copy
4. Add other relevant Keywords/Phrases within the Body Copy for better ranking
5. Make your page URL short and Keyword-rich
6. Use long tail Keyphrases of your main Keywords
7. Make sure your site is mobile friendly
8. Use outbound and internal links in your Content
9. Write to fill up least one A4 page – Content MUST offer “Value” to the reader
10. Insert main Keywords/Phrases into the Meta Description, Title Tags/Labels.

Using Keywords/Phrases in your Headlines and First Paragraph are important so that the reader knows
that s/he is going to get the information s/he has Searched for on Search Engines (ref. SODA’s website).

A PROACTIVE APPROACH TO SEO CONTENT WRITING

Writing SEO Copy before your pages are published is far more efficient in terms of time and resources.
Yet so many of us publish our pages of copy first, then optimise it after its been populated and published
to the site.

Use this invaluable Cheat Sheet to guide your SEO Content Writing. It's a critical tool for defining your
target SEO Keywords/Phrases for each page of your site. If you don't go through this effort before the
content is developed, your writing effort may be wasted as there will not be many readers/views.

This proactive Content Writing approach also helps ensure that your review and/or compliance teams
see all final copy related to the page. If you hold off on optimising copy until after it’s has been approved
by top execs and compliance staff, it might be difficult or impossible to get the optimised pages reviewed
again in a timely manner and re-submitted for compliance approval.

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SEO CONTENT WRITING CHEAT SHEET (Con’t)

You will need to contemplate the critical elements listed below as they relate to your business, website
goals and page design. You will need to tailor your Content Writing efforts for the specifications of your
site's primary, secondary and tertiary level pages.

 Purpose of Page: What is important to communicate on this page for the benefit of your target
audience? This is a useful reference for the writer, editor, proofreader and for people who are
reviewing and approving copy. It is also useful for your web developers and designers.

 Keywords Research: These are words or phrases your target audience would use to find
your page/article/video/content when searching online. This is a useful reference for the writer,
editor, proofreader and for people who are reviewing and approving copy.

 Section Title: This indicates where this page will live within the site's organisational structure. If it
is a primary page, it is at a parent level and this field would be the same as the navigation title.

 Navigation Title: This is the name of the page that will show up in your navigation structure/site
menu. The Navigation title and the page title are often the same. But not always.

 Page Title: See Page Title Tag in SEO section below.

HERO

 Hero image alt tag: If your page features a large image across the top, below your navigation, this
is called a “Hero Image”. Sometimes there is copy on the image. It might be the navigation title of
the page, for example, or it might have a Headline on it. If so, it is best if this copy is handled as
text, which is searchable by search engine spiders.

 Hero Copy: What should the Headline on the hero image say? Keep it short and to the point.

 Hero Call-to-Action: Is there action you want the user to take? If so, write it succinctly. Note if it is
a text link and where this text link should take the user.

 Hero Call-to-Action Button Copy: Will there be a button for that action? If so, what will the button
copy say (2-4 words), and where will it take the user?

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BODY

 Headline: This is typically the largest sized text on the page. It tells the user what the page is about
and why it is important. A Benefit should be incorporated in every Headline.

 Body Copy: An A4 length of copy is recommended. The bulk of the page’s content will be placed
here. Think about your target audience and what they are searching, what their interests are and
the tone they would use. Remember, you are writing for people first, then, search engines.

 Paragraphs should be short and to the point

 Use conversational tone and simple words
 Use business terms as necessary but avoid jargon
 Use active voice in body copy (action words)
 Limit sections of copy by using Subheads
 Vary Paragraphs length, some long some short
 Subheadlines:
 Subheads break up blocks of copy and convey key points of information precisely
 Lists and Bullet Points are great, too, because they:
- Catch the eye
- Are easily scanable
- Organise key ideas / thoughts.

 Inset image Alt Tags: Images, graphics, charts to further illustrate or "sell" your body copy
messaging are useful in drawing in readers and keeping their eyes on the page longer. All images
on the page require an Alt Tag. At least one of them should contain your main Keyword/phrase
(see SEO section below).

 Outbound/External Links: Incorporate a text link in your copy that takes users to a page outside
of your website - to a 3rd party site. Consider having that link open in a new browser window, as a
rule. This helps SEO.

 Internal Links: Cross promote additional information within your site by incorporating at least one
text link in your copy that takes users to another page within your website.

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CALL-TO-ACTION

 Call-to-Action Copy: Let's assume your visitor has read the entire page of copy. What should they
do now? Visit another page? Fill out a form? Call someone? Go to a physical location? Download
something? Click to purchase? Whatever the next logical step in their journey is, explain what it is
and its benefit to them in a clear manner here using action-oriented copy.

 Call-to-Action Button Copy: This is the very short copy to appear in the link or button to take
action.

 Button Destination: This is where the CTA button takes the user (link).

BASIC SEO
PAGE TITLE
SLUG

DESCRIPTION

 Page Title: Typically it is automatically generated using this formula -- Primary Keyword -
Secondary Keyword - Brand Name. If you keep your titles under 55 characters, you can expect at
least 95% of your titles to display properly.

 Slug: The page slug is the end part of a URL that identifies a particular page on a website. It is
typically the editable part of the URL that explains the page’s content to users in the website.

 Contains the focus keyword/phrase

 Does not contain stop words (filter out any unnecessary words like “a,” “the” and “and”)
 Is short but descriptive.

 Meta Description: Your page's click-through rate can influence its search engine ranking. The
Meta Description is what users see when your page appears in organic search results (or what is
automatically displayed when a user shares your page via a social post). Put the most important
Keywords/Phrases in the beginning, eg. “Content Writing Course in Malaysia”.

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Meta Descriptions should be:

 135 to 160 characters

 Actionable, active voice
 Includes a call-to-action
 Accurately represents copy on page
 Contains the focus keyword/phrase
 Is unique to your site and is not repeated on any other page in your site.

 Blog Tags: For any blog or website content, the template allows for Tags or Labels to be inserted
in them. These Tags and Lables are what Search Engines pick up, so practice this:

 Insert Keywords and Keyphrases in your Tags and Labels.

 Main Keyword/s:

 Use it in the Headline and Subheading

 Ideal if it is used in the URL of the page
 Use it in the first paragraph of copy
 Ideal if it is used in the SEO title
 Use it in all image Alt Tag used in the page or blog
 Do not choose the same keyword for every page.

 Keywords in Images:

 Instead of leaving image names (Alt Tags) as anything random, use the main
Keywords/Phrases as the names of all images you use in your online article. This helps
Search Engines find these images which links to your article or website.

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