What’s the story? It seems like an easy question but if people aren’t reading your content then perhaps you haven’t got the answer quite right.
A common mistake is to leapfrog the audience and focus the story – the angle of your content – on what you find interesting.
But you can’t assume that people will share your enthusiasm for what you have to say or have been doing.
Of course, sometimes they might but it isn’t a guarantee.
Best place to start
The best place to start, when creating content, is with your audience and the story and information that might be interesting and useful to them.
It’s a brutal question but important to ask: ‘Why would they care about what I am writing?’
Are you offering something of value, something which is informative or something relatable?
Ask yourself questions
Think about the ‘how’ and ‘why’ as well as the ‘who’, ‘what’ and ‘when’.
It is a good approach to writing all sorts of content whether it is a blog post, an opinion piece, a case study or even a press release.
You might also like to read:
Why quotes on press releases matter
Why you should park the ego when writing B2B content