Adam Fisher
2nd November 2018 - 5 mins read
B

ut there are some themes which run through content that makes people stop scrolling, think differently and take action.

In fact, we believe there are seven critical factors that all written content should strive to include. A piece of writing doesn’t necessarily have to contain all of these elements but consideration to each should be given before you put pen to paper.

 

Emotional storytelling

Humans have been communicating through stories for more than 200,000 years. 

And today, while ‘storytelling’ has become something of a content marketing buzzword, good stories still stand the test of time.  

Compelling content features personal stories which readers can relate to, that stirs emotions and takes them on a journey.

People want to hear stories about other people – humans bring stories to life.

If you think about the stories we consume every day through newspapers and broadcast media, they are all about people. And the first question journalists ask themselves when working on a story is ‘so what does this mean to people?’.

Strong content harnesses this human interest in the same way.

At Thirty Seven, we use journalists to tell captivating stories in the digital world

The ‘so what’ factor

Strong content often excites, shocks and causes people to think differently.

Often, great content is original. Even the best writers will struggle to make the same tired arguments interesting for an audience that has heard it all before. 

It is the same principle that makes a story newsworthy. Journalists are always looking for something unusual or new to write about, whether it is an opinion, some original insight or a new product. Stories that include these factors will get more airtime and newspaper coverage.

To stick with that journalism theme, and to use an old adage, dog bites man is not a story, but man bites dog certainly ticks the unusual box.

Just ensure that any new, unusual or bold claims in your content can be backed up. Oh – and just because something is ‘new’ does not make it interesting. Consider this carefully - why should people care about your content?

 

Make it personal

Often the real strength of content lies in how much of themselves the author is prepared to share.

Personal anecdotes add real credibility to content and can bring the message you hope to get across to life.

Referencing problems, issues and frustrations that you have overcome, and how you solved them, shows that you are ideally placed to be producing this content.

In the blogs I have written for our sister company Media First, it is the ones where I have drawn on my experiences in journalism and communications which get the biggest response and the most interaction.  

You can also make content personal by writing the way you speak. I’m a great believer in trying to write the way I would tell the story if I was talking to friends in the pub – just without the bad language.

When producing quality content, draw in on your own experiences. People want to relate to what they're reading. - Via @37agency

 

Originality

Let’s face it, there is a lot of content out there, so to stand out and grab attention in a really crowded marketplace you need to offer something different.

Essentially, your content needs to add something new, whether it is a different perspective or opinion on a topic. This means you need to know your subject inside out, through extensive research and interviews and also know what other people have previously written about it.

Including personal experiences and examples can certainly help boost the feeling of originality and authenticity.  

 

Educational

Valuable content often provides answers to the questions your customers are asking.

This means that in order to produce meaningful content you need have a really good grasp of who your audience is and what the issues are that matter to them.

For some brands, the concern with this approach is that they are giving away their knowledge and expertise with no guarantee of a return.

But those who can see past this and can help customers address their challenges become trusted, are viewed as being credible and tend to build long lasting business relationships.

 

Strong headlines

A strong, interest-sparking headline, can be the difference between someone reading your carefully prepared work or it heading into the content abyss.

But what makes a compelling headline?

Numbers are an important tool – take another look at the headline of this blog. But, we are far from being alone in our use of numbers. If you look around on the internet you will find lots of content headlined ’9 reasons why…’ or ‘7 steps you must take…’.

Relatively low numbers can suggest your content is succinct and incisive, while it is widely considered that odd numbers work better in headlines. They also suggest authenticity because, rather than rounding up advice into a neat ten, for example, you are just giving them the information they need to know.

And as much as it pains me, as a former journalist who was taught to always spell out the numbers one to nine, using the actual digits appears to be more powerful in web content headlines.

 

Bold statements are another good way of ensuring headlines stand out and can add intrigue while asking questions in the title can leave readers wanting more. If you look at the Daily Mail website – the most popular English-language site in the world – you’ll notice it regularly uses questions in headlines to draw readers in.

 

Simplicity

An often overlooked factor in strong content is simplicity.

Readers want content which is easy to understand and consume. They will quickly lose interest and switch-off if they can’t understand what you are trying to say.

This means it is crucial that your content uses the same language your readers would use in everyday conversation.

Short paragraphs and sentences are important factors here, while jargon and unnecessarily complex or decorative words should be avoided – remember, you are not producing content to impress colleagues with your vocabulary.

You can read more about the importance of simplicity in content marketing in this recent blog.  

 

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

Gold rush – the secrets of writing a winning awards submission

Adam Fisher 6th July 2018 — 3 mins read
W

e use the word ‘daunting’ because the entry process can seem time-consuming with no guarantee of a return.

So how can you ensure your awards submissions stand out and capture the judges’ interest?

Here are eight tips to help you ensure your award entry is a success:

 

Captivate the judges

If the award is worth winning, the judges will probably have hundreds of entries to read through.

So your submission needs to stand-out. This means you need a strong opening to draw them in and encourage them to keep reading.

The key is to get to the really strong part of your entry early on and not leave it until the end of your submission.

Some journalistic principles also apply here to ensure interest and focus is maintained. Ensure sentences are no longer than 30 words and start each sentence as a new paragraph so that judges don’t face daunting passages of text.

Also, think about what makes something ‘newsworthy’ to a journalist and apply the same principle. For example, what makes your entry unusual?  Is it because what you have achieved is a first, or the biggest, or the smallest? This will help you find that all-important ‘wow’ factor.

 

Storytelling

People love stories. They want to read and hear stories.

And your awards submission will be much more memorable if it includes a story.

Like all good stories, your tale will need a hero (you or your organisation) and a villain (the problem you have solved) and if it has an innocent victim (your customers) then it will be even stronger.

And it should have a beginning, middle, and end.

Get straight into your story in the submission - don’t feel compelled to introduce it by saying something like ‘here’s a story which shows that…’ or through a sub-heading called ‘our story’.

 

Put people in your story

People love stories that involve people, and including them directly in your award submission will help it stand-out.

Quotes from colleagues, customers, and stakeholders about the impact of what you have achieved will help bring the crucial human element into the entry.

 

Substantiate claims

It could be tempting to fill your submission with bold claims about your success.

But, unless you can back these up with facts, figures, and examples then they are just claims and ultimately are pretty meaningless.

Judges will be looking for evidence to ensure that claims are more than just rhetoric.

 

Show don’t tell

Do you always ‘put customers first’? Is your business ‘client-centred’, ‘visionary’ or ‘innovative’?

These tired adjectives are not only overused but they are also all rather hollow.

A much more effective approach in awards submissions is to show how you do these things, rather than telling us that you do them.

Show how you are putting your customers first and how you are being innovative. Examples, case studies, stories, quotes and testimonials will all help here.

 

Avoid the jargon

You may understand the technical language and acronyms used in your organisation and industry but there is a good chance it will not mean anything to the judges.

And that could cause them to lose interest.

Stick to everyday language that everyone can understand. Think about how you would explain what you have achieved to a friend or a colleague.

 

Paint a picture

A picture is a worth a thousand words, as the saying goes, and that idiom is particularly true when it comes to awards submissions where there are often word limit constraints.

Images, tables and, infographics can bring entries to life and help make the complex easily understandable.  

 

Proof

You’ve told your organisation’s story. You’ve got facts and figures to support your points and some strong quotes from customers and colleagues.

What a shame it would be then if all that work was undermined by typos, spelling mistakes, and punctuation errors.

The simple fact is that these mistakes make award submissions memorable for the wrong reasons and can ruin otherwise strong entries. Details matter.

We love helping our clients with their award submissions. Our journalist-led approach ensures all our content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content, award submissions or a whitepaper.

 

 

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.

 

Iain Wallace
20th February 2018 - 3 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.