Writing can sometimes feel like drudge work. You’re eager to feel the relief when the assignment is done. Yet, the process of writing can also spark good energy. You’re thrilled to have developed content that you know will engage the audience and deliver your employer’s desired response. This workshop gathered the team to jam together on writing lessons so your work can sync with DLR’s mission to “elevate the human experience through design.”
Session 1 — Align and Amplify: Writing with Power (Feb. 18, 2025)
- Know the why before the how: Understanding the content’s purpose for the audience and the business.
- Make magnetic headlines (and subject lines) that matter: Explore the tactics to craft the most important content piece
- Watch On-Demand Session 1 Starts around 14-minute mark; Passcode: XW+r@c3V
- Session 1 – The Why and The Headline – Slide Deck
- Session 1 – Participant Headlines for Goldilocks and ABC Co.
- How To Create Headlines: A 7-Point Checklist [Content Marketing Institute]
- Why You Should Doubt Headline Best Practices (Except This) [Content Marketing Institute]
- I Tried Out the 8 Best Free Headline Analyzers: Here Are My Results [HubSpot]
Session 2 — Leads that Leap and Stories that Stick (Feb. 25, 2025)
- Hooked from the start: Exploring options for crafting irresistible intros.
- Watch On-Demand Session 2 Passcode: &Z4awXu7
- Session 2 – Intros and Storytelling – Slide Deck
- 7 Questions Every Writer Should Ask To Craft an Effective Lead [Content Marketing Institute]
- 5 Real Life Ledes That Kinda Work (and What Could Be Better) [Content Marketing Institute]
- Storytelling That Moves People [Harvard Business Review]
Session 3 — Finetuning: Putting It All Together (March 4, 2025)
- Weaving words that work: Mastering the narrative in B2B writing by understanding storytelling techniques.
- Ready for review: Identifying self-editing and writing improvement techniques to implement after the draft.
- Watch On-Demand Session 3 Passcode: 2WSq90&j
- Session 3 – Storytelling and Editing – Slide Deck
- Master Proofreading and Editing With These Tips [Content Marketing Institute]
- How To Handle Major Rewrites (and Prevent Them in the Future) [Content Marketing Institute]
Session 4 — Backstage Pass: Interviews to Make the Writing Sing (March 25, 2025)
- Collaboration practice: Improving your subject matter expert interviews to improve your writing.
- Double-checking the lineup: Recap the key lessons from the workshop
- Watch On-Demand Session 4 Passcode: C3KT$RJ@
- Session 4 – Interviewing and Workshop Recap – Slide Deck
- How Better Interviews Lead To More Engaging Content [Content Marketing Institute]
Who
Ann Gynn led the workshop. With over 20 years of experience in journalism, marketing, PR, and content marketing, Ann is the sole proprietor of G Force Communication.
Ann coaches, speaks, writes, and edits for B2B, B2C, and B2G organizations. She is the editorial consultant at the Content Marketing Institute and conducts the annual writing workshop at Content Marketing World.
She earned her undergraduate degree in journalism from Ohio University and her master’s degree in applied communication and research methodology at Cleveland State University, where she later served as an adjunct professor. An Accredited Public Relations professional, Ann was named Cleveland Communicator of the Year by the International Association of Business Communicators.
Questions and Feedback
I welcome any questions and feedback about the sessions or any other writing-related topics you may have.