SHAW ACADEMY
NOTES
Diploma in Blogging &
Content Marketing
David Howard – Blogging and Content Marketing
Educator
davidhoward@[Link]
Lesson 7 Creating a Compelling Personality
Opening
In lesson 7, we look at the importance of opinions and how sharing your thoughts and opinions is an
important aspect of injecting personality in to your blog. We showed some examples of posts/articles that
both use and do not use opinions in editorials and discuss the difference impact of each.
Body of the Lesson
Lesson 7, we also look at the importance of generating trust with your audience, and we looked at the
trust equation of ensuring you use credibility, reliability and intimacy, as well as self-orientation to achieve
trust from your audience. The best way to gain that trust is to inject as much personality and authenticity
as possible in to your content and your engagement.
We also looked at four of the key drivers for why someone would want to
listen/read/watch your content:
1. Passion – Having a genuine enthusiasm for your subject will resonate
with your audience.
2. Expertise – Draw on your previous experience and dispense
information as an authority in your field.
3. Style – Whether it be charm, humour or analytic (or anything else)
you need to have a certain style in how you deliver your content.
Make sure there is a flow in what you are doing.
4. Personality – Your passion, expertise and style ultimately need to be
reflective of your personality. Your audience needs to know who you
are and what you are about.
In this lesson, we also looked at your tone of voice and why it is important to establish that early on. We
touched on a few examples of humorous blogs, and more editorial style blogs. Your tone of voice is what
you will be using to engage with your audience, so make sure you have a consistent one. We also examined
the differences between personal and business blogs when it comes to tone of voice – with personal blogs
having more freedom in tone, and business blogs being more specialized.
At the end of the course, we looked at a few tools to help you engage and manage an audience at scale:
Buffer – Helps you manage your social media platforms and release of content.
AddThis – A tool which easily allows for people on your site to share and follow your content.
IFTTT (if this then that) – A program that will help you streamline and organize your online activity.
Thank You for Taking the Course
Additional Notes
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Thank You
ACADEMY