New year, new content strategy?

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Photo by AbsolutVision on Unsplashs

The start of a new year is an opportunity to take a fresh approach, maybe try something new or commit to publishing regular B2B content.

Or at least that is the intention anyway.

Sometimes good intentions get swept aside when it’s busy. It’s easy to default to the familiar way of doing things or sporadic publishing.

I know, I’ve been there.

Busy times

Editing the features section of a weekly magazine kept me busy and at its peak, I was responsible for around 1,000 pages a year.

I had a team to help but it still didn’t leave much wriggle room.

If you know in your heart of hearts that a trying a whole raft of new content ideas is not going to be possible then why not try one thing?

Some suggestions

Perhaps introduce the occasional case study to your B2B content publishing plan. Continue reading “New year, new content strategy?”

Do you target your content pitches and press releases appropriately?

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Photo by Franck V. on Unsplash

Earlier this year Hubspot surveyed 500 journalists about PR tactics for pitching stories that were counter-productive (link to piece at the bottom).

That’s the polite way of saying they drew up a list of what irks journalists.

I’m sure there won’t be anything on the list to surprise seasoned PR’s – and this isn’t a post about dos and don’ts* – but there is one broader lesson: ‘Know the audience’.

Research the audience

When pitching to journalists this means not only knowing their patch but also understanding the publication/website and who its audience is.

I’ve worked with many brilliant PR’s over the years but the one who regularly sent me stories about window boxes wasn’t one of them.

Continue reading “Do you target your content pitches and press releases appropriately?”

Writing the right content for your audience

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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.

Continue reading “Writing the right content for your audience”

How to make ‘interesting’ content more engaging

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Photo by Diego PH on Unsplash

The word ‘interesting’ is overused when posting on platforms like LinkedIn.

Or rather it isn’t used effectively.

You’ve seen the posts:

“Really interesting panel on X last night” [Insert slightly blurry picture of a panel taken from a distance]

Or

“Really interesting article.” [Insert link to an article].

It’s quick. It’s easy. We’ve all done it. I’ve done it.

But what purpose is it serving other than to fill a gap in your feed?

Continue reading “How to make ‘interesting’ content more engaging”

Do you have something to say?

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Photo by Pixabay on Pexels.com

Opinion pieces have been part of my working life for many years.

As a journalist on a weekly business magazine, I used to commission and edit guest columns. Now as a freelance, I ghost-write them for clients who don’t have the time or find writing difficult or a chore. 

I also help people get better at writing them as part of my in-house writing workshops.

Common mistake

When I was an editor and people pitched their opinion piece ideas to me, the most common mistake was an obvious one: Their idea lacked an actual opinion.

Continue reading “Do you have something to say?”