Content is king – at least it is in PR. Whether it’s writing press information, feature articles, blogs and social media posts, website copy, digital call to actions, research analysis, white papers or just plain old press releases and captions – it all has be to be conceived, constructed and created to appeal to a variety of audiences.
And if it’s easy to read then it’s normally difficult to write – so here are a few pointers on making content creation slightly less stressful …
Top tips to being a better content creator
This is particularly true if doing content creation for websites, digital platforms or social media. Google’s algorithim update favours originality when it comes to words and context – bad content or a cut and paste job won’t get you anywhere close to page one of a Google search. If you provide content that sparks off an online debate or attracts loads of comments, search engines will interpret your content as being important and regular updates on your part will get them coming back to your site on a regular basis.
Make your headline work
We all do it – skim newspapers and online media and only read the headlines with stand out. Learn from that because the same applies to PR content. It’s estimated that 80% of people will read your headline, but only 20% will go on to read the rest of your content.
Broaden your reading horizon
Read something out of your comfort zone. Train your brain to be more adventurous, more lateral thinking and creatively aware. The style, general feel and type of content in writing that is outside your area of expertise can help you improve and expand your own skills. Good writing, even on subjects unrelated to your own, help you become a better content provider.
Take a break
Although a cliché, blue sky thinking means just that. Get out and get some fresh air and whilst you’re walking let your brain have a bit of a break. Often the best ideas and concepts come from letting your mind wander and making its own creative connections.
To improve your writing, you need to write. Every day if possible. And don’t be too harsh on yourself … it’s not going to be perfect the first time round. Just get as many thoughts, phrases, sentences down so you have something to mould into a readable structure and then edit into a finished product. Carry out research if you need to and make sure any sourced information is referenced correctly. But most of all just write.
“Get it down. Take chances. It may be bad, but it’s the only way you can do anything really good.” William Faulkner