All too often we hear communicators complain that they “don’t have anything to write about.” They don’t have a story to tell. But that’s a myth we want to debunk right here, right now. Why? Every brand has a higher purpose. Every brand has a story to tell.
But before you write your story and tell it to the world, there are a few things you need to consider to ensure: a) you’re creating content for the right reasons, and b) you’re reaching the right audiences.
1. Find your higher purpose
Because “people don't buy what you do, they buy why you do it”*, the first step for to think about, regarding content discovery for your brand, is to figure out what your higher purpose is. Why does your company exist? What do you stand for? Where are your roots? What do you want to achieve? Having these questions in mind will help you to identify your higher purpose and form the basis of your story.
2. Content can be more than a press release
When we think of content, our minds often go straight to press releases. But actually, content can take many forms. Here are just a few ideas:
- Social Media
While content comes in different forms, each can be repurposed or intrinsically linked. For instance, an ebook could be supported by topical blogs, an interview webinar and quotes / stats on social media, etc.
3. There’s magic in the headlines
Sure, the headline needs to a) make it clear what your story’s about and b) grab the reader’s attention. But there’s more to it than that. A little magic is required. And we’ve found the spell. Number or Trigger word + Adjective + Keyword + Promise = A Perfect Headline.
Ideally, your headline should comprise of the above combination, but you can, of course, play around with these. So, instead of saying “Lose Weight Quickly” (a promise), include an adjective and measurable component and you’ve got yourself a more compelling header, eg “How You Can Easily Lose 2lbs In One Week”. Or, where possible, include startling facts/stats to back up your message.
4. Less is more
Humans are impatient; we want information, fast. So cut the clutter and get straight to the point. Your content is more likely to be read, digested and shared if it’s quickly consumed and understood.
We’re all guilty of it, though - filling our content with unnecessary adverbs such as “really”, “very” - when, often, a phrase of three or more words can be rewritten with just one. Case in point: “He ran really fast” could be rewritten as “He sprinted.” Simple!
5. Know your current readership
Knowing your desired audience/consumer is great. But to have meaningful engagements, you need to address their needs and interests.
A good place to start is with your current readership. Mynewsdesk’s Analyse feature allows you to see:
- Who’s opening your emails
- Who’s sharing your content
- What devices are people using to access your website
- Which social feeds your contacts are subscribed to
- Conversations you’re having with your contacts
With all of this information, you’ll be able to build a more accurate picture of your audience’s needs and interests and therefore tailor your future communications accordingly.
6. Publish across multiple-platforms
Nowadays, people source their news and content from multiple channels, including newsrooms, LinkedIn, Twitter and beyond. Mynewsdesk lets you publish your story across multiple platforms
Knowing where your audience is is equally important. While having a presence across all channels is important, it’s good to pay particular attention to the ones where your audience is most active.
7. Distribute directly to the right people
Not everyone in your network is going to be interested in receiving the same content. Mynewsdesk lets you sort your contacts into specific lists meaning you can send the most relevant content to the right people. Followers and subscribers to your Newsroom will also be notified when you’ve published new content, meaning they can keep abreast of your company news - if they choose to.
So there we have it - seven steps to content creation and distribution. For more tips on mastering the PR workflow, check out our ebook series here.