YUNOVA · Content Writing
Module 11: Persuasion and strategy
Copywriting frameworks: AIDA and PAS
Key points
- AIDA stands for Attention, Interest, Desire and Action.
- PAS stands for Problem, Agitate and Solution.
- Frameworks give structure; the copy still needs a clear understanding of the reader.
Creating brand voice guidelines
Key points
- Brand voice is the consistent personality a brand shows in its writing.
- Guidelines define tone traits with do and don't examples.
- Tone can shift by situation while the core voice stays the same.
Content strategy and audience personas
Key points
- A persona describes a target reader's goals, problems and habits.
- Content strategy links content topics to business goals and reader needs.
- An editorial calendar plans what is published, where and when.
Measuring content performance
Key points
- Choose metrics that match the goal: traffic, engagement or conversions.
- Tools like Google Analytics show views, engagement and traffic sources.
- Use the data to update or repurpose content that underperforms.