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.

Adam Fisher
23rd May 2018 - 6 mins read
I

’ve written three blogs a week for three years now for our sister company Media First.

During that time I have often wondered where the next post is going to come from, yet I haven’t missed one yet. Of course, it helps to have a great team of inspiring people around me – including an amazing editor who is not only uber talented but exceptionally good looking (Ed – is this getting obvious now?)

Anyhow, here’s how I get my ideas for regular content: 

 

The news and trending topics

News sites are a great source of material and inspiration for the content I produce.

Whether it is news from your own sector or industry, or national or international news, current affairs and events are a source that cannot be ignored.

Sometimes the content I produce will be a direct commentary of these stories, but on other occasions, it will just help me find a way into writing about a wider issue I want to discuss.

I once used a news story about stoned sheep as a hook for a blog about media training, which, to prove one of my points you will read about shortly, was written in an A&E waiting room while waiting for my wife to be seen by doctors (ever the supporting husband).

When you are sourcing stories through social media sites, it is always worth looking at how people have reacted. This will give you a ‘voice of the people’ perspective and these thoughts can trigger an equally strong source of creativity. Via: @37agency

The other great thing about using this source as inspiration is that your content will be timely – often a key factor in motivating people to read.

 

Ideas come when you least expect them

One of the things I have found is that content ideas often come to me when I’m not really expecting or looking for them.

Some of the better ideas I have had have come to me on the commute, while playing with my children, in the middle of the night and even while sat on the loo (possibly too much information, but it is true).

Whereas it can often be a fruitless, smash-my-head into-the-desk kind of frustrating experience if I’m sat in the office trying to forcefully generate ideas.

The key for me is to make sure I make a note of these ideas when they pop into my head, even if it is just on my phone, because they can often quickly be forgotten.

 

Interview people

Carrying out interviews can be a great source of content and they can breathe fresh life into your blogs.

Not only can they be written up in a variety of ways, from a straight Q&A style to quotes throughout an article, but they also often generate additional content ideas.

People in your organisation, key influencers in your sector and people you have recently worked with could all make good interviewees and help you produce something a bit different for your readers.

My one word of advice would be to avoid the word ‘interview’ – it tends to make people nervous and cautious – not what you need for producing interesting content.

Make it sound informal by referring to it as a ‘quick chat’.

 

Recycling

This may sound unintentionally arrogant, but I find combing through the archives of content I have produced before a good source of material.

By that, I mean I find ways of repurposing that content into something new.

It could, for example, be as simple as updating an old blog. For our sister company Media First, I once wrote a blog that looked back on the best interviews of the year. Now I do that every year.

It may be that the topic has moved on and developed and that I’m now in a position to write to follow-up post capturing that new thinking.

Or perhaps I might now focus in on a specific part of a previous post and take a look at it in more depth.

I’ll also look back at the blogs that have been particularly successful in the past and think about how that content could be freshened up.

 

Your colleagues

The people you work with can be a great source of content ideas.

And they are often better placed to know the issues and problem your customers are experiencing and want answering.

The challenge, however, particularly for larger organisations, can be to get wider team members to buy into the content strategy.

There are two approaches here. One way is to hold formal brainstorming (I hate that word) meetings with a few people from different parts of the organisation. This can be a good method, but some people may feel reticent about coming forward with ideas which are not fully formed, particularly if there are more senior colleagues in the room.

The other approach, and one I generally find more productive is to speak to colleagues informally and more regularly and remind them that I am always after ideas for blogs. With this method, I tend to find people regularly send me an email or a text when a content idea comes to mind.  

 

The competition

Chances are some of your competitors are producing a lot of their own content, which could provide an inspiration.

I will do this very occasionally, but it is not something I’m a big fan of.

This isn’t because I think my content is better, but because I fear it can be too easy to fall into the trap of producing something similar.

Originality is a key factor for me in content that stands out so I prefer to find my inspiration in other sources.

 

Ask the audience

What better way to find out what your readers want to read about than by directly asking them?

If you feel you are approaching the end of your content supply, ask your readers what issues they would like you to address in future posts.

Or put the question out there through your social media channels.

Even if you only get a handful of responses, it could generate some fresh ideas.

Whilst I’m on this point – why not let me know what you’d like to see me write about next by emailing hello@thirtyseven.agency.

 

Turn to the tech

If all else fails, you can always turn to the tech.

There are plenty of blog topic generators available on the internet where you simply need to type in a few phrases and the algorithms do their magic. Hubspot has a pretty decent one for example and I used it to type in the words ‘content’, ‘marketing’ and ‘writing’. It came back with the following:

15 best blogs to follow about content

Think you’re cut out for doing marketing? Take this quiz

7 things about writing your boss wants to know

20 myths about content

What will marketing be like in 100 years?

 

As you can see, the ideas they generate aren’t always relevant or unique, but they are free and they may just come up with something you can work with and develop.

 

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 social media content or a whitepaper.

Marketing

How to avoid writing content no one will read

Adam Fisher 6th April 2018 — 5 mins read
T

o put that quantity in context, according to TrackMaven, over the past five years, the average number of blog posts published per brand per month increased by 800 per cent. 

Everyone wants their written content to engage, entertain and entice their readers, but with this content overload – or ‘content shock’ as I have also seen it called -  it is increasingly hard for your words to stand out.

So how can you ensure your written content gets read?

 

Adopt a conversational style

It might break certain grammatical rules, but adopting a conversational style when writing your content will help your readers feel you are talking directly to them.

When I write, I always try to use the same informal language I would use if I was talking to a friend.

That doesn’t mean I write exactly how I talk, but, to adopt a quote from American novelist Elmore Leonard, I don’t want my writing to sound like writing. Formality is boring.

I avoid long words and unnecessarily complicated language and I place a lot of emphasis on the words ‘you’ and ‘I’ because I want to make it personal. I want to foster familiarity and for you, the reader, to believe the content you are reading has been produced specifically for you and not everyone on our mailing list.

And I ask a lot of questions. Why? Well because conversations are full of questions. The only difference in my writing is that I also (hopefully) provide the answers.

 

Make your writing look appealing

Inserting picture and infographics and including lots of white space into your content will certainly help, but there are other subtle techniques you can deploy to make your written content more appealing.

Readers find huge paragraphs and big blocks of text daunting and ultimately off-putting. If you look at newspapers, and yes I know print circulation figures are in decline, almost every paragraph consists of just one sentence.

Similarly, long sentences can be a big turn-off. If your sentence is longer than 30 words it needs to be split up into smaller sections.

You may have been told at school not to start sentences with ‘and’ or ‘but’.  But now is the time to break those rules because there is nothing wrong with this in the grown-up world of content. And it is a great way of keeping sentences short and snappy. (See what I did there!)

Pull-out quotes, click-to-tweets and sub-headings are also great ways of breaking-up large sections of text.

 

Show you are human

People are interested in stories about other people.

The human touch lights up content and prevents the author sounding distant, detached and boring. It also builds connections with your audience.

I often include experiences from my career and even parts of my home life to illustrate points in my writing and the content which includes these examples and anecdotes is often the best performing.

Why? Because it make the content more relatable and also validates why I should be in a position to offer advice.

Strong personal opinions can add the human element we look for in an increasingly automated world.

At Thirty Seven, we thrive on creating authentic content which is original, credible and packed with human interest. Via: @37agency

 Offer something unique

Type ‘content marketing’ into Google and it returns more than 33 million results.

So your content needs to offer something different to stand-out from the noise.

That doesn’t mean you can’t write about the issues that other people in your sector have already been speaking about. But you need to offer a different perspective, point of view or an interesting twist.

You need to be able to add to the conversation, not repeat it.

Narrowing your subject down will help. I blog a lot on media training issues for our sister company Media First.

That is a broad subject area, so I often break it down into specific areas where it can be easier to add something unique or unusual. For example, I have written blog on how to handle specific types of questions, such as personal ones, and particular types of interviews, such as doorstep interviews.

 

Know your audience

The best way to attract readers is to ensure you know who you are trying to appeal to.

If you don’t know enough about your readers and the questions they are looking for answers to, it is unlikely you are going to be writing on topics that are relevant.

 

Spend time on the headline

The headline is obviously crucial for attracting people to your content. It is the gateway.

But it is a balancing act.

Over promise and you are in danger of creating click-bait which could result in people visiting your website and leaving again almost immediately (this is known as a bounce rate).

Under-sell it and you are not going to attract the number of readers your content deserves.

So how can you get the headline right?

Numbers are a good tool, particularly odd ones, and questions are enticing – just look at how often the Daily Mail uses a question in a headline on its website.

Words like ‘how’, ‘why’, and ‘who’ also have reader appeal. 

And, at the risk of sounding like a broken record, keep it short.

Sites like CoSchedule will analyse your headlines and give tips on how to improve them.

 

Nail the intro

The introduction is a crucial part of any written content - it is the hook to get people to invest time reading the rest of what you have written.

The first thing I would say here is don’t repeat your headline in your introduction. This is something I see quite a lot of and it is incredibly dull and pointless.

It is also a good way of ensuring readers will quickly lose interest.

To entice the reader your introduction needs to show them they are going to read something relevant, timely, unusual or controversial (without offending them).

As with the sentences in the rest of your content, you need to keep your introduction short.

 

Promote, promote, promote

As much as I would like to tell you it is all about the writing, promoting your content properly is vital.

Email marketing, social media, PR, guest blogging and paid promotion are just some of the tactics you can consider to attract more people to your work and ensure your content marketing works.

 

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 social media content or a whitepaper. 

Adam Fisher
21st June 2018 - 7 mins read