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

How to make and start a business podcast

Tom Idle 28th February 2020 — 6 mins read
A

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.