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Module 3 Title Slide

Module 3

Content Strategy & Copywriting

Digital Marketing & AI Launchpad

Phase 2: Content & Optimization

Duration: 1 hour

Learning Objectives

  • ✅ Apply the Hook-Value-CTA framework
  • ✅ Write compelling headlines
  • ✅ Balance writing for humans AND algorithms
  • ✅ Master prompt engineering for AI
  • ✅ Create cornerstone content
Content Fuel

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

Content Types by Purpose

Purpose Content Types
Awareness Blog posts, videos, social
Consideration Guides, comparisons, webinars
Decision Case studies, demos, testimonials
Retention Newsletters, tips, exclusive content
Hook Value CTA

The Hook-Value-CTA Framework

🎣 HOOK (10%)
Grab attention in 3 seconds
💎 VALUE (80%)
Deliver on your promise
🎯 CTA (10%)
Clear next step

Hook Types

  • Question: "Are you making this SEO mistake?"
  • Statistic: "90% of websites never get traffic"
  • Story: "Last year, a small café in Thamel..."
  • Contrarian: "Everything you know is wrong"
  • Problem: "Your website looks great. No one sees it."
4 Us Headlines

Writing Headlines That Convert

The 4 U's

  • Useful
  • Urgent
  • Unique
  • Ultra-specific

Headline Formulas

  • "How to [Result] Without [Pain Point]"
  • "[Number] Ways to [Goal] in [Timeframe]"
  • "The [Adjective] Guide to [Topic] for [Audience]"
  • "Why [Common Belief] is Wrong"

Examples

  • "How to Rank on Google Without Spending on Ads"
  • "7 Ways to Double Your Followers in 30 Days"
  • "The Complete Guide to SEO for Nepali Businesses"
  • "Why Posting Daily is Wrong (And What Works)"
Human vs Algorithm

Humans vs. Algorithms

For Humans

  • Emotional connection
  • Storytelling
  • Conversational tone
  • Clear benefits

For Algorithms

  • Keywords
  • Structure (H1, H2, H3)
  • Meta descriptions
  • Internal links
Prompt Engineering

Prompt Engineering

The skill of writing instructions that get the best AI output

Prompt Evolution

Level 1: Generic ❌

"Write a blog post about digital marketing."

Level 2: Detailed 🔶

"Write 500 words about SEO tips for Nepal."

Level 3: Role-Based ✅

"You are an experienced marketing consultant..."
RACE Framework

The RACE Framework

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

🤖 Advanced Prompt Template

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

CONTEXT: I need content for [platform].
Goal: [specific objective].

AUDIENCE: [Detailed description]

- Pain points: [problems]
- Knowledge level: [beginner/expert]

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

REQUIREMENTS:

- Length: [word count]
- Tone: [style]
- Include: [elements]
Cornerstone Content

What is Cornerstone Content?

Comprehensive, authoritative content that covers a topic in depth

  • 2,000+ words
  • Covers all aspects
  • Evergreen (stays relevant)
  • Other content links to it

Cornerstone Examples

Business Topic
Digital Agency "Complete Guide to Digital Marketing in Nepal"
Coffee Shop "Everything About Nepali Coffee"
Tour Company "Ultimate Guide to Trekking in Nepal"

Hands-on Activity

"The Content Sprint" - 45 minutes

  1. Headlines (15 min)
    Generate 20, select top 5
  2. Outline (10 min)
    Create detailed outline with Hook-Value-CTA
  3. Draft (20 min)
    Write first 500 words

Deliverables

  • ☐ 5 polished headlines
  • ☐ Content brief using template
  • ☐ First 500 words of cornerstone content
  • ☐ 3 AI prompts using RACE framework

Key Takeaways

  1. Hook-Value-CTA - Every content piece
  2. Headlines are crucial - 80% of success
  3. Write for humans first - Engagement helps SEO
  4. RACE framework - Better AI output
  5. Cornerstone builds authority - Invest in depth

Next Module

Search Engine Optimization (SEO)

Long-term visibility on Google