Adam Fisher
7th November 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. 

Marketing

Magazine Guide

Aimee Hudson 20th March 2018 — 4 mins read
C

ompanies have become their own publishing houses, producing regular magazines aimed at informing, entertaining and evoking loyalty in their customers.

And the ones who do it well produce compelling content which is a long way from the sort of advertorial type material you may traditionally expect from branded print.

One of the great strengths of brand magazines is that if they are good, people will keep hold of them for longer than other promotional material. They also offer something different from the digital bombardment many customers face.

Here are some of our favourites:

 

The Red Bulletin

The Red Bulletin has all the high-octane, adrenaline fuelled and adventure packed articles you would expect to read from a brand which makes energy drinks and runs Formula One teams. 

But among the stories on extreme sports, like cliff-diving and rock-scaling, are features on more sedate pursuits, lifestyle activities and interviews with high-profile actors and musicians.

The monthly magazine, which is illustrated with stunning images, is distributed in London alongside the Evening Standard newspaper and is also available at universities and gyms.

Subscriptions are also available, while the magazine is backed by its own eye-catching website.

 

The Furrow

 

John Deere began publishing The Furrow long before the term ‘content marketing’ had first been used.

The first issue was published back in 1895 and is widely regarded as being the oldest example of content marketing. The publication is still going strong today with around two million global readers.

The magazine focuses on the farmers themselves and the current issues in farming, providing informative content, rather than promoting the equipment John Deere sells.

Such is its enduring appeal that it is now printed in 14 languages and is available online.

 

ASOS

 

You might think that a printed magazine is an unlikely fit for an online only fashion retailer aimed at the 18-34 crowd.

But ASOS began producing its self-titled magazine in 2007 and celebrated its 100th issue in February this year. It has proved a huge success reaching around 700,000 people globally, 450,000 of these in the UK.

It has attracted stars such as Taylor Swift, Lady Gaga and Jennifer Lawrence to its front page and interviews like these prove it is far more than a catalogue.  

This glossy publication is backed by an online audience of more than 120,000.  

 

Traveller

 

In flight magazines first started appearing in cabins more than 60 years ago, when they were introduced by Pan Am, and are one of the oldest versions of brand magazines.

Despite smartphones and Wi-Fi increasingly creeping into planes, these magazines continue to go from strength to strength with around 150 printed around the globe.

United’s offering, Rhapsody, is often cited as an example of a good brand magazine, but unfortunately you’ll only get to read it if you book first class.

Despite its somewhat unimaginative title, easyJet’s Traveller magazine is our pick from the in-flight market.

It is a stylish monthly publication, packed with a wide range of content. A recent edition, for example, ranged from looking at the latest crop of bands to emerge from Liverpool to an article on the charms of Comporta, in Portugal.

And if you miss a copy they are all available digitally on the magazine’s own section of the easyJet website.

 

Waitrose Weekend

 

This breaks the mould of the other publications we’ve mentioned as it is printed in a newspaper format—in fact, when it was first published in 2010 it was the first free newspaper published by a retailer.

The 48 page publication, free every Thursday, has the look of a quality Sunday supplement and all the articles on food, drinks and cooking you would expect in a publication produced by a supermarket and aimed at Middle England. 

But it also features celebrity interviews, a health and fitness section (with Pippa Middleton no less), a guide to events taking place around the country, a gardening section and TV reviews.

And like any good newspaper, it features an impressive number of high-profile columnists including Jeremy Vine, Clare Balding, Stuart Maconie, Jonathan Agnew and Mark Kemode, while Phillip Schofield has a ‘weekend wines’ column.

 

Pineapple

 

This was Airbnb’s glossy move into the world of publishing.

The coffee table production, which came in at a hefty 128 ad free pages, was distributed to the app company’s host network.

It had rather vague aims of being a ‘crossroad of travel and anthropology; a document of community, belonging and shared space’, but nonetheless was well received and covered a wide range of topics, including art, food, culture and style.

But here’s the cautionary tale; despite plans for Pineapple to be published quarterly, there was only ever one edition before the magazine was quietly shelved.

 

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.

 

Mark Mars
3rd October 2017 - 5 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.