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Learning Objectives

By the end of this module, you will be able to:

  • Apply the Hook-Value-CTA framework to any content
  • Write compelling headlines that grab attention
  • Differentiate between writing for humans vs. algorithms
  • Use prompt engineering to get better AI-generated content
  • Create cornerstone content that establishes authority

1. The Content Strategy Foundation

Why Content Matters

Content is the fuel of digital marketing:

  • Drives organic traffic (SEO)
  • Establishes authority and trust
  • Nurtures leads through the funnel
  • Provides value before asking for payment

Content Types by Purpose

Purpose Content Types Example
Awareness Blog posts, videos, social “5 Signs Your Website Needs an Update”
Consideration Guides, comparisons, webinars “How to Choose a Web Developer in Nepal”
Decision Case studies, demos, testimonials “How We Increased Sales by 300%”
Retention Newsletters, tips, exclusive content “Monthly Marketing Tips for Our Clients”

2. The Hook-Value-CTA Framework

The Structure Every Piece of Content Needs

┌─────────────────────────────────────┐
│  🎣 HOOK (10%)                      │
│  Grab attention in the first 3 sec  │
├─────────────────────────────────────┤
│  💎 VALUE (80%)                     │
│  Deliver on your promise            │
│  - Educate                          │
│  - Entertain                        │
│  - Inspire                          │
├─────────────────────────────────────┤
│  🎯 CTA (10%)                       │
│  Clear next step                    │
└─────────────────────────────────────┘

The Hook: First Impressions

Hook Types:

  1. Question Hook: “Are you making this common SEO mistake?”
  2. Statistic Hook: “90% of websites never get Google traffic”
  3. Story Hook: “Last year, a small café in Thamel…”
  4. Contrarian Hook: “Everything you know about Facebook ads is wrong”
  5. Problem Hook: “Your website looks great. Too bad no one sees it.”

The Value: Deliver on Your Promise

Value Formats:

  • How-to: Step-by-step instructions
  • What: Explanations and definitions
  • Why: Reasoning and logic
  • List: Numbered or bulleted items
  • Story: Narrative with lessons

The CTA: What’s Next?

CTA Types by Content: | Content Type | Appropriate CTA | |————–|—————–| | Blog post | “Download our free checklist” | | Social post | “Comment below with your thoughts” | | Email | “Click here to claim your spot” | | Video | “Subscribe for more tips” |

3. Writing Headlines That Convert

The 4 U’s of Headlines

  1. Useful: What will the reader gain?
  2. Urgent: Why should they read it now?
  3. Unique: What makes this different?
  4. Ultra-specific: Is it clear what this is about?

Headline Formulas That Work

How to [Achieve Desired Result] Without [Common Pain Point]
→ "How to Rank on Google Without Spending on Ads"

[Number] Ways to [Achieve Goal] in [Timeframe]
→ "7 Ways to Double Your Instagram Followers in 30 Days"

The [Adjective] Guide to [Topic] for [Audience]
→ "The Complete Guide to SEO for Nepali Businesses"

Why [Common Belief] is Wrong (And What to Do Instead)
→ "Why Posting Daily is Wrong (And What Works Instead)"

[Number] [Thing] Every [Audience] Should Know About [Topic]
→ "5 Things Every Startup Should Know About Digital Marketing"

🤖 AI Integration: Headline Generator

Prompt Template:

Generate 10 headline variations for an article about [topic].

Target audience: [audience description]
Tone: [professional/casual/urgent/inspirational]
Goal: [educate/persuade/entertain]

Use these headline formulas:
1. How-to headlines
2. List headlines (with numbers)
3. Question headlines
4. Contrarian headlines
5. Benefit-focused headlines

Make them specific to [Nepal/your context].

4. Writing for Humans vs. Algorithms

The Balance

For Humans For Algorithms
Emotional connection Keywords
Storytelling Structure (H1, H2, H3)
Conversational tone Meta descriptions
Clear benefits Internal links
Scannable format Image alt text

Best Practices for Both

  1. Write for humans first - Engagement signals help SEO
  2. Use natural keywords - Don’t stuff or force
  3. Structure content - Use headers for readability AND SEO
  4. Add media - Images, videos improve both engagement and SEO
  5. Internal link - Help readers AND search engines navigate

5. Prompt Engineering 101

What is Prompt Engineering?

The skill of writing instructions that get the best output from AI tools.

The Evolution of Prompts

Level 1: Generic Prompt

Write a blog post about digital marketing.

Result: Generic, unfocused content

Level 2: Detailed Prompt

Write a 500-word blog post about SEO tips for small businesses in Nepal.

Result: Better, but still generic

Level 3: Role-Based Prompt

You are an experienced digital marketing consultant who has helped
50+ Nepali businesses improve their online presence.

Write a 500-word blog post about SEO tips for small businesses in Nepal.

Target audience: Small business owners in Kathmandu who are new to digital marketing
Tone: Friendly and encouraging, avoid jargon
Include: 5 actionable tips they can implement today
Format: Introduction, numbered list with explanations, conclusion with CTA

The goal is to establish authority while being accessible to beginners.

Result: Targeted, actionable, on-brand content

The RACE Framework for AI Prompts

  • Role: Who should the AI pretend to be?
  • Audience: Who is this content for?
  • Context: What’s the background/goal?
  • Execution: How should it be formatted?

🤖 Advanced Prompt Template

ROLE: You are a [profession/expert type] with [experience level].

CONTEXT: I need content for [platform/purpose].
The goal is to [specific objective].

AUDIENCE: [Detailed audience description]
- Demographics: [age, location, profession]
- Pain points: [what problems do they have]
- Knowledge level: [beginner/intermediate/expert]

TASK: Create [content type] about [topic].

REQUIREMENTS:
- Length: [word count or format]
- Tone: [professional/casual/urgent]
- Include: [specific elements]
- Avoid: [things to leave out]

FORMAT:
[Specify exact structure you want]

EXAMPLES:
[Include examples of what you want if helpful]

6. Creating Cornerstone Content

What is Cornerstone Content?

Comprehensive, authoritative content that covers a topic in depth and serves as a foundation for other content.

Characteristics

  • Length: 2,000+ words
  • Depth: Covers all aspects of a topic
  • Evergreen: Stays relevant over time
  • Linkable: Other content links back to it
  • Authoritative: Establishes expertise

Cornerstone Content Ideas

Business Type Cornerstone Topic
Digital Agency “The Complete Guide to Digital Marketing in Nepal”
Coffee Shop “Everything You Need to Know About Nepali Coffee”
Tour Company “The Ultimate Guide to Trekking in Nepal”
Tech Startup “How Technology is Transforming Nepali Businesses”

Hands-on Activity: “The Content Sprint”

Duration: 45 minutes

Objective: Produce 5 headlines and 1 polished piece of cornerstone content

Part 1: Headline Generation (15 min)

  1. Choose your cornerstone topic
  2. Use AI with the RACE framework to generate 20 headlines
  3. Select and refine your top 5
  4. Test them with a peer (which would they click?)

Part 2: Content Outline (10 min)

  1. Create a detailed outline for your cornerstone piece
  2. Use the Hook-Value-CTA structure
  3. Plan 5-7 main sections

Part 3: Draft Creation (20 min)

  1. Write (or AI-assist) the first 500 words
  2. Focus on the hook and first section
  3. Ensure it matches your brand voice

Template: Content Brief

CONTENT BRIEF

Title: [Your headline]
Type: [Blog post/Guide/Pillar page]
Target Length: [Word count]

Goal: [What should this achieve?]
Primary Keyword: [Main search term]
Secondary Keywords: [Supporting terms]

Target Audience:
- Who: [Description]
- Knowledge level: [Beginner/Intermediate/Expert]
- Pain point addressed: [What problem does this solve?]

Outline:
1. Hook: [How will you grab attention?]
2. Section 1: [Topic]
3. Section 2: [Topic]
4. Section 3: [Topic]
5. CTA: [What action should they take?]

Tone: [Professional/Casual/Inspirational]
Examples to Reference: [Links to similar content you like]

Deliverables

  • 5 polished headlines for your cornerstone content
  • Content brief using the template
  • First 500 words of cornerstone content
  • 3 AI prompts you created using the RACE framework

Key Takeaways

  1. Hook-Value-CTA: Every content piece needs this structure
  2. Headlines are crucial: 80% of success is the headline
  3. Write for humans first: Engagement helps SEO
  4. Prompt engineering is a skill: RACE framework improves output
  5. Cornerstone content builds authority: Invest in comprehensive pieces

Additional Resources

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