Assignment C, Part 2.1 - Authentic text
Select an authentic text* for this class:
A mixed nationality general English class of 15 Advanced C1-C2 adults (9 women, 6 men, ages 20-40 years)
living /studying in an English speaking country.
4 have university places for the next academic year and want to improve their fluency in preparation. 2 are
married to people from the host country – one is at home with a young child and the other works in a
restaurant. 4 are work colleagues who have been sent by their company to work in this country for a year. The
other 5 have come on short term visits specifically to improve their English.
*An authentic text is one which was originally aimed at native or proficient English speakers, and was not
designed as a piece of language teaching material.
Do not use material found on educational websites. You must demonstrate your own ability to find and
exploit authentic materials.
The text should be 500 - 700 words long. (4-5 minutes for listening texts).
In this document provide a copy of the reading text or a transcript of the listening text you have chosen. Ensure
the text is referenced, and if you have selected a listening text or video, provide a link.
If you choose a reading text, you can shorten and/or adapt it slightly. Please supply a copy of the original and
your adapted version. In section b) of the essay briefly explain the decisions you've made about changing the
text.
Highlight 12 vocabulary items (words or phrases) which it would be useful to pre-
teach.
8 Content Marketing Ideas to Strengthen Your Bottom Line
Content marketing strategy remains uniquely powerful for engaging new prospects and keeping
customers - even in the midst of economic turmoil.
There’s no question that the current health and economic crisis has shifted priorities for small
businesses. However, one priority above all remains unchanged and that’s building a healthy bottom
line. Profit isn’t the only priority, of course, but it’s a major focus. Staying profitable means staying
in business, and that usually means marketing.
Yet with all that’s changing around you daily, how can you as a small-business owner maximize
your company’s marketing efforts while addressing shifting consumer expectations, economic
downturns and startups, and different buyer behavior?
Content marketing remains one of the most effective ways to achieve your marketing goals.
Succeeding at content marketing in this new economic environment means thinking creatively
about content, how you create it, where you publish it, and how it gets promoted. Consider these
eight ways to improve your content marketing game right now.
1. Start with a funnel-aware content audit
Conduct a content audit for your brand that takes into account the stages of your brand’s sales
funnel. For each stage in your sales funnel, your content should speak to the prospects there
specifically. What does that target audience need to know? What do you have to do to help guide
them step by step to the next stage? Audit existing content in terms of that funnel so you know
where the existing gaps are. That will tell you where you need to focus your energies and prioritize
your efforts.
2. Explore in-house content capabilities
Thanks to technological advances, it’s never been simpler or easier to create all kinds of great
content assets for your brand. You might also have some unappreciated talent among your existing
team members. Capturing images and editing them, short videos, blogging, white papers — all can
Select an authentic text* for this class:
A mixed nationality general English class of 15 Advanced C1-C2 adults (9 women, 6 men, ages 20-40 years)
living /studying in an English speaking country.
4 have university places for the next academic year and want to improve their fluency in preparation. 2 are
married to people from the host country – one is at home with a young child and the other works in a
restaurant. 4 are work colleagues who have been sent by their company to work in this country for a year. The
other 5 have come on short term visits specifically to improve their English.
*An authentic text is one which was originally aimed at native or proficient English speakers, and was not
designed as a piece of language teaching material.
Do not use material found on educational websites. You must demonstrate your own ability to find and
exploit authentic materials.
The text should be 500 - 700 words long. (4-5 minutes for listening texts).
In this document provide a copy of the reading text or a transcript of the listening text you have chosen. Ensure
the text is referenced, and if you have selected a listening text or video, provide a link.
If you choose a reading text, you can shorten and/or adapt it slightly. Please supply a copy of the original and
your adapted version. In section b) of the essay briefly explain the decisions you've made about changing the
text.
Highlight 12 vocabulary items (words or phrases) which it would be useful to pre-
teach.
8 Content Marketing Ideas to Strengthen Your Bottom Line
Content marketing strategy remains uniquely powerful for engaging new prospects and keeping
customers - even in the midst of economic turmoil.
There’s no question that the current health and economic crisis has shifted priorities for small
businesses. However, one priority above all remains unchanged and that’s building a healthy bottom
line. Profit isn’t the only priority, of course, but it’s a major focus. Staying profitable means staying
in business, and that usually means marketing.
Yet with all that’s changing around you daily, how can you as a small-business owner maximize
your company’s marketing efforts while addressing shifting consumer expectations, economic
downturns and startups, and different buyer behavior?
Content marketing remains one of the most effective ways to achieve your marketing goals.
Succeeding at content marketing in this new economic environment means thinking creatively
about content, how you create it, where you publish it, and how it gets promoted. Consider these
eight ways to improve your content marketing game right now.
1. Start with a funnel-aware content audit
Conduct a content audit for your brand that takes into account the stages of your brand’s sales
funnel. For each stage in your sales funnel, your content should speak to the prospects there
specifically. What does that target audience need to know? What do you have to do to help guide
them step by step to the next stage? Audit existing content in terms of that funnel so you know
where the existing gaps are. That will tell you where you need to focus your energies and prioritize
your efforts.
2. Explore in-house content capabilities
Thanks to technological advances, it’s never been simpler or easier to create all kinds of great
content assets for your brand. You might also have some unappreciated talent among your existing
team members. Capturing images and editing them, short videos, blogging, white papers — all can
