Journalists are expert information gatherers, storytellers and writers – they have to be, they want people to pay to read what they’ve written or get clicks on their website to satisfy advertisers.
Here are four tips and techniques B2B content creators and content marketers can adopt to make sure content grabs attention, is compelling and stands out from the competition.
1. Finding a good story angle 🔎
Journalists are described as having a nose for a story. The first consideration will always be their readers/viewers/listeners: What is most relevant, useful or of interest?
You can see this in action by comparing national newspaper headlines on similar stories. Each publication will angle the story to the interests and demographic of their main readership.
People will read what is useful, interesting and what resonates.
POINT OF DIFFERENCE
Journalists operate in a competitive market. The same press release will likely have gone to their rivals, so they look for a point of difference to make their version of the story stand out.
That might mean finding extra information their rivals don’t have. Or looking beyond the obvious for a different way of telling or illustrating a particular story or idea.
They are good at getting creative.
2. Adding the human and relatable 🕺🏻
Journalists understand the power of people in stories, from profiles and case studies to pull-out quotes and reactions.Continue reading “B2B content marketing: How to think like a journalist and get more readers”