COMM 3311 Kenyatta University Nike Curated Blog Post My brand is NIKE but the blog post is NOT the focal point The focus of the blog has to be “Sara the so

COMM 3311 Kenyatta University Nike Curated Blog Post My brand is NIKE but the blog post is NOT the focal point The focus of the blog has to be “Sara the soccer player” Read the the instructions in the attached file thoroughlyThe attached file will explain everything there will also be a sample in there. follow samples Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday
PR & Advertising Copywriting Participation Exercise-7
(Due 4-10-20, Friday)
Name:
Grade:
/350 points
Proposal: /300 points
Presentation:
50/points
This is a proposal for your content marketing curated blog post writing assignment. It is worth
350 points. 50 out of the 350 points are for class discussion of your proposal. We’ll discuss your
proposal during our zoom meeting Monday, April 13.
Overall Guidelines
?
A curated blog post is also a form of content marketing. It aims for educating, informing
and entertaining the readers instead of promoting/selling a product or service to them.
Your brand/product should NOT be the focal point of your blog post. The topic should be
relevant to the brand but NOT about the brand.
?
Your topic for this assignment should be entirely different from your topic for your
content marketing advertorial.
?
You can’t use anything hypothetical. All the information used for content development
has to be verifiable and reportable.
?
Avoid using persuasive and/or promotional language in your content.
Fill out the table below following the instructions for each topic area. Please don’t remove my
instructions.
Proposal for Curated Blog Post
Step 1: Identify Your Audience (No less than 150 words)
Which buyer persona* are you writing this blog post for? To keep your discussion
structured, you can use bullet points for organizing your information.
Type your text here.
Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday
Notes:
1. A buyer persona is a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers. When creating your
buyer persona(s), consider including customer demographics, behavior patterns,
motivations, and goals. The more detailed you are, the better.
2. Look at the buyer persona examples at https://blog.alexa.com/10-buyer-personaexamples-help-create/
Step 2: Identify Your Key Takeaway (No less than 100 words)
What do you want your audience to earn* after reading your blog post?
Type your text here.
Notes:
1. Your blog post should provide added value to your target audience who will, in one
way or another, benefit from reading the content of your blog.
2. As mentioned above, your blog post should be informative, educational and
entertaining.
Step 3: Identify What Types of Content You Want to Curate
What content matters to your audience that you don’t have the time or resources to create?
Look at these ideas for valuable curated content, then jot down the content types or
resources you plan to compile for your post.
1. List at least three possible content types in descending order of your preference.
Provide a rationale for each content type of your choice.
2. List at least ten resources (in MLA style) you plan to COMPILE for your blog post.
Recommended Curated Content Types:
• Presentations
• Case Studies
• Industry Blogs
? (Fitness Blogs, DIY Blogs, Food Blogs, Travel Blogs,
Fashion Blogs, Lifestyle Blogs, Music Blogs etc.)
• Industry Examples
• Books/Ebooks
Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday
• News Articles
• Research Articles
To make things flexible and easier for you, you can also use new
articles from mainstream media and research articles as your
curated items
Type your text here.
Step 4: Brainstorm a Few Possible Titles
You do not have to pick the perfect title before your blog post is done, but it definitely
helps to jot down a few ideas to help keep you focused during the writing process.
Use the space below to craft a few possible blog post titles, and then choose one as your
working title. Don’t worry about finalizing your title until you’re done writing.
List Three Possible Titles in Descending Order of Preference
Type your text here.
Step 5: Create an Outline (No less than 300 words)
An introduction: Sets the stage for what you plan to address in through your collection of
curated content.
Explain in no less than 50 words what you plan to address through your collection of
curated content.
Type your text here.
A body: Explains every bullet, list item, step, and example in a logical order – each with
an explanation.
List at least ten sections in logical order with a brief explanation for each item. (No less
than 200 words)
Type your text here.
Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday
A conclusion: Wraps up your post with a brief statement that’s reflective of what your
readers just learned.
Explain in no less than 50 words what your readers have just learned from your collection
of curated content.
Type your text here.
*************************************************************************
Sample Outline
The outline below introduces ten topics from credible sources. These topics are highly
relevant to the target audience of energy drinks. The curated content from the ten sources
selected can also provide valuable information for the general public. A curated blog from
this outline will help generate trust in and respect for the sponsor of the content (in this
case Red Bull). even though some the items below mention the negative effects of energy
drinks.
Tentative Headline: Be an Educated Consumer of Energy Drinks
Introduction: Add a brief explanation of your curated problem is about and why it is
worth the readers’ time to open the curated blog items you have recommended.
Section 1: The Rise of Energy Drinks in the United States
Source: https://www.sciencedaily.com/releases/2019/04/190429125416.htm
Section 2: The History & Evolution of Energy Drinks
Source: https://www.nytimes.com/2013/12/08/magazine/who-made-that-energy-drink.html
Section 3: Health Effects of Energy Drink Consumption
Source: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4682602/
Section 4: Energy Drinks & Dental Hygiene: Dentist’s Advice
Source: https://www.timberlakedental.com/blog/2018/are-energy-drinks-bad-for-yourteeth/
Section 5 : Think Twice When Mixing alcohol and Energy Drinks
Source: https://www.cdc.gov/alcohol/fact-sheets/caffeine-and-alcohol.htm
Section 6: Reduce Risks When Using Energy Drinks for Exercise
https://www.verywellfit.com/dangers-of-energy-drinks-for-exercise-3435416
Section 7: Monitor the Use of Energy Drinks by Children & Adolescents
Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday
Source: https://pediatrics.aappublications.org/content/127/6/1182
Section 8: The Advertising and Science of Energy Drinks
Source : https://undark.org/2019/06/26/kids-energy-drinks/
Section 9: The Nuances of Defining Ethical Energy Drinks
Source: https://www.theguardian.com/environment/2008/sep/28/ethicalliving
Section 10: The Future of Energy Drinks: Organic Ingredients
Source: https://www.drinks-insight-network.com/comment/future-energy-drinks-flavoursinnovations-organic-ingredients/
Conclusion: Add a summary of the key points that the readers should have learned after
reading this curated blog post.
Compiling Your Final Draft
To write an effective curated blog final draft based on this outline, you need to take the
following steps:
1) Read each of the ten curated items carefully, digest the information of each article,
take notes where necessary. The success of your blog depends largely on how well
you understand the gist of each article.
2) Introduction: Write a 200-word introduction explaining the key points/vital
information of your curated blog. The purpose of your introduction is be build a
logical relationship for the ten curated items you have selected clearly and
concisely. Arouse the readers’ interests and curiosity so as to motivate them to read
the content of your blog.
3) Body: The body of the blog contains 10 curated items. In order to help the readers
make the most out of these items. You need to write an introductory passage (150
words) to introduce each item/article. This introductory passage for each curated
item serves as a reader’s guide and as a way to connect the ten items in a logical
way.
4) Conclusion: Write a 200-word conclusion summarizing the main takeaways for
your readers. Make sure you don’t repeat what you have written in the introduction,
which aims for pulling the readers into the story. Your conclusion should help
enhance the memory of the vital information from the content of your blog.
5) Follow the basic writing criteria of accuracy, objectivity and fairness. Avoid using
biased opinions and/or language in your writing. Edit and revise your work to
improve the quality of your writing.
Spring 2020 COMM3311-001
Professor Suya Yin
Advanced PR and Advertising Copywriting
1/20/Monday

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