Create “attention-grabbing” Content

With so much information available on the web, it can be tough to create content that stands out. But, if you are able to master this, you will enhance awareness of your brand and create confidence in your products/services.

As a former journalist, I still abide by the strategies I used when working in the newsroom. Whether it’s a blog, newsletter, media release or feature story, the ingredients that make up compelling content are the same.

1) Do you have a lead? In the journalism world, a lead is the first sentence or paragraph that is intended to hook the reader. When creating content, it’s important to put your most important information at the top and the least important information at the bottom. That way, if they only read the beginning, they will still get your key message.

2) Is your content well written? Does it have proper spelling, punctuation and grammar? If writing isn’t your fortay, then it would be best to work with someone who has these skills. If your content is not well-written then it probably won’t be read.

3) Do your research. Although your readers likely want your advice, there are times when you may need to site a source. If the information came from somewhere else, always make sure you let your audience know. Otherwise you are plagiarizing!

4) Know your audience. By understanding your audience and their needs, you can create unique content that they won’t find anywhere else. This is a great way to ensure they keep coming back.

5) Keep it short. With so much content available, our attention spans are getting shorter and shorter. In journalism, we abide by the 5 w’s: Who, What, When, Where and Why. This is a great principle to follow when writing a media release or feature story.

6) Plan ahead. Create an editorial schedule with topics that you want to write about. That way you won’t ever run out of ideas!

7) Be timely. It’s important to create content that’s newsworthy. For example, consider the time of year, holidays or events that are happening. Make sure your content is current. You can be the go-to news source for your customers!

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