Adam Fisher
15th January 2019 - 6 mins read
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ut it is not just those in content marketing who face the pressure of having to write quality content on demand.

Journalists have to create attention grabbing-content every day.

So what skills can we steal from them to make our content better?

 

Keep it simple

One of the lessons I learned as a young journalist which really stuck with me was the need to keep my writing simple.

Good newspaper articles are concise, contain simple language and use basic sentence structures.

The simpler an article is to read the more people will be able to understand what it is saying. The average reading age of the UK population is generally considered to be around nine years.

And this is pertinent to content marketing.

All too often organisations inadvertently opt for content which creates barriers to comprehension and detracts from the message.

Let’s take something I saw from Lloyds Banks just before I settled down to write this blog. It was a quote in a document from chief executive Antonio Horta-Osorio.

It said: “Our differentiated, customer focussed business model continues to deliver with our multi brand, multi-channel approach, cost leadership, low risk positioning, investment capacity and execution capabilities positioning us well for sustainable success in a digital world.”

There is so much about that sentence I don’t like. But the key issue is that no matter how often I read it, it does not make sense. And that is a real problem. If people don’t understand the content you produce they won’t stick with it.

So lose the big words, keep the sentences tight.

 

Write how you talk

This follows on quite nicely from the importance of keeping writing simple, because one of the best ways to do that is to focus on using the same language you use when you speak.

If I’m struggling to write something I think about how I would say it.

The other benefit of this approach is that it creates a chatty, informal style and natural flow – something journalists strive for in their stories.

To help achieve this, grammar rules sometimes go out of the window. For example, sentences can often start with ‘and’.

 

Research

In many cases, for journalists, the writing is actually the shortest part of the process of putting a story together.

Reporters spend lots of time gathering, looking at and assessing the validity of information in search of a story. This could be sourcing facts and figures, studying data and interviewing experts.

The more research you put into your content the more it will tell your readers things they don’t already know.

And that is a crucial way of ensuring it will stand out from all the other content which is available. 

 

Interview

Here’s a question. How many blogs do you see which include comments from a real person? How many newspaper stories do you see that don’t feature people?

One of the key differences between content and newspaper stories is that the stories always feature people.

And people are predominantly brought into stories through interviews.

Whether it is people in your own organisation or key influencers in the sector, getting the views, opinions and personalities of other people into your content can offer your readers something strong and different, as well as breathe life and add fresh impetus into existing content ideas.

A journalist’s contacts book is something they rely on heavily. Look through your contacts and consider who you could interview for your content.

You can find out more about using interviews in your content in this earlier blog.

 

Human

The way we consume stories and content has changed. Newspaper sales are in decline and people increasingly rely on social media and the internet to find out what is going on in the world.

But despite this evolution there is a constant – people still want stories about other people.

Human interest stories remain as powerful as ever, which is why ‘how does this affect people?’ is still the phrase you will hear most often in a newsroom.

And it is a key in producing content which draws in readers and keeps them engaged.

 

Inverted pyramid

The inverted pyramid is a writing model used by journalists to show how stories should be structured so that they get the most attention.

Essentially it shows that the most newsworthy part should be at the beginning. So; who, what, where, when, why and how are the questions journalists will look to answer in their opening paragraphs.

The next stage of the inverted pyramid structure is the important details and supporting information, including quotes and statistics. And the pyramid base is the general and background information.

The beauty of this structure is its simplicity which ensures stories are easy to follow for readers. If people can’t follow what you are writing then they quickly lose interest.

The only change to this structure for a content marketing point of view is that the last part of the pyramid should include some form of a call to action.

 

Focus on what’s new

If you consider what makes something newsworthy, then timeliness or topicality would be one of the crucial components.

We want to know the latest news and the latest trends. We are not interested in a rehash of something we already know.

So, look to bring your readers something new. Perhaps some new insight or a new way of looking at things. Or look to use topics that people are currently talking about to show how your product or service could have made a difference.

 

Thesaurus

A thesaurus can be a valuable tool for a journalist, but it’s one that comes with a note of caution.

A good reporter will use it to avoid annoying repetition in their writing, by finding alternative words.

But it is crucial it is not used to find more complicated words to make your writing appear more intelligent.

As a content marketer you are writing to inform and generate interest. But that will not happen if the audience does not understand the words you use.

 

Edit

Always ask yourself whether you could say the same thing in your writing without using as many words.

Journalists look to make their copy as tight as possible and similarly, you should look to edit your own content without fear.

This doesn’t mean you should always produce short-form content. It is about ensuring the words you use are the most effective. For example, the word ‘very’ often isn’t needed. ‘Many’ is tighter than ‘a lot of’.

I don’t think I have ever seen a journalist read their writing aloud in the newsroom, but if you can find somewhere quiet this is a good tip. If you find yourself falling over your words and struggling for breath then you need to simplify and rework your sentences. 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or email marketing.

Marketing

How to make and start a business podcast

Tom Idle 28th February 2020 — 6 mins read
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ccording to Ofcom figures released in the autumn, 7.1 million people now listen to podcasts each week – that’s one in eight people and an increase of 24 per cent over the past year.

There are currently more than 860,000 podcasts in existence today and half of all the podcasts in existence were created in the last two years alone.

Clearly, more and more people are realising the benefits of creating long-form, in-depth audio content.

With figures like these, you might ask whether the world needs another podcast right now.

Well, as someone who set up and run their own podcast, I think you should, and I feel my experience could help you to get started.

I got into podcasts when I was commuting from Kent to Oxford for work. I was spending a lot of time in the car and podcasts were my salvation.

I listened religiously to several different shows and began to try to work out the functional elements of those shows and how they were put together and how it related to what I was doing.

When I left that job to set up my own business, podcasting seemed like the perfect content marketing tool to promote what I was doing. Not only was I passionate about podcasts, but I was a trained journalist who had specialised in radio journalism at university.

Additionally, no-one else was doing them in the sustainable business area, so there was a huge gap in the market.

So, I launched the Better Business Show. It was a weekly show with new episodes every Monday morning and the idea was to showcase some of the innovators, start-ups, small businesses – as well as some of the legacy businesses – that were working out ways of doing things differently and more sustainably to create better businesses.

It was a magazine show and at the centre of it was an in-depth interview, usually with a start-up and then we wrapped it up with some news and some conversations with consultants and experts in the field. We brought different elements together in a 40-minute podcast.

We launched it in 2016 and I think it is fair to say we achieved some success. We got more than 3,000 listeners, we found some good sponsorship, we branched out into multiple countries and we had lots of repeat listeners (38 per cent repeat listeners). In short, we built a nice community.

Why was it successful?

Well, there were a few factors and one of the key ones was planning and getting ahead. When we launched, we had three episodes which was important in terms of building credibility. If people are discovering you for the first time and you only have one episode, they won’t be sure whether you are serious or whether you are going to come back with more episodes.

In the first few weeks, we worked hard to get our ranking on iTunes as good as we could. Doing this was as simple as getting friends, family, colleagues and customers to give us a five-star review. It worked wonders and we ended up getting on to the ‘new and noteworthy’ section’ of the business podcasts. We stayed there for about three months which built early traction.

I think that consistency was also key. We made sure the podcast came out at the same time every week – 9am on a Monday – and that helped to build behaviour among the listeners where they were looking out for each episode. If you are saying on your episode ‘we’ll be back next week’, then you need to be back next week.

Having evergreen content was also important. Although we included a news section, the rest of the content is still relevant and will continue to stick around.

So, if the podcast was successful, why am I not still doing it?

The main answer to that is that it achieved what we set it out to do. It won me a lot of work and new connections and helped me to grow my business.

It is something I’m glad I did and even now the archive lives on and we are getting new listeners and plays a month.

For me, there is no engagement like having a podcast where you are capturing someone for 40 minutes every week and they are listening to you while they are doing something else like driving, cooking or working out in the gym.

Here are a few tips from my experience to help you get started:

 

Recording device

It sounds simple but you need a decent recording device – I can’t state how important this is. Your content can be strong, but if there is background noise or the recording is just not good enough quality, then listeners will instantly switch off. I carried my interviews over Skype and used a free app to record them. For the interviews that were carried out on location, I used a £100 Dictaphone. But the iPhone technology has moved on so much that I would probably use that more now.

 

Editing equipment

In terms of the edit, I used Apple Garageband, which is easy to use. It was great for splicing and adding music to intros.

 

Hosting the podcast

I hosted my podcast because I wanted to market myself, but that doesn’t mean that sourcing a decent host for your show isn’t important. If you do want to do it yourself, some of the presenting and hosting skills can be learnt and honed from Thirty Seven’s sister company Media First.  

 

Noise

I’ve already mentioned that background news will be a big distraction for your listeners, so make sure you have a quiet office to record your podcast or hire a studio. Failing that, sit under a duvet when you make your recording – it sounds crazy but this is something BBC journalists do often on location.  

 

iTunes

Although Spotify has now entered the podcast market, iTunes remains the main platform. I submitted my podcast to iTunes from day one and I think it was an important part of its success. Once you have done that you can submit it for free to other platforms, like Deezer, to extend your reach.

 

Social media

You probably won’t be surprised to hear that social media was a really important way of sharing my broadcasts. LinkedIn worked particularly well for me. I also created a blog on my website to hold each podcast.

 

Ask for help

If I was to relaunch my podcast now, I wouldn’t hesitate to ask for some help. I might look at outsourcing some of the editing, or scripting or maybe someone to look after the logistics of organising interviews.

As a trained journalist I know how to structure podcasts and create captivating audio content. If you don’t then please hire the professionals to help you.

You don’t have to go it alone.

 

Get in touch with one of our account managers to find out how we can help you get your podcast started.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or email marketing.

Adam Fisher
2nd May 2018 - 7 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.