The perhaps rather unglamorous answer is research and all too often it is overlooked in favour of a glossy but ultimately flawed product.
But you cannot afford to rush in if you want your content to be heard above the noise.
Thorough research is key to ensuring the content you produce is relevant to your audience and that it answers an issue or problem they are experiencing.
Research is crucial to producing content which creates a lasting impression for the right reasons, regardless of whether it is the more in depth whitepapers and eBooks or the shorter blogs and infographics.
Research lies at the heart of successful content just as it does with a news story.
That’s why we use journalists to understand the audiences our clients want to reach; to understand their sector and competitors; identify content gaps; and spot emerging trends.
The research they carry out will also ensure your content does not leave out vital information, imitate something which has already been done or paint an over optimistic or unrealistic picture.
And most importantly of all their research will ensure your content is consistent – consistently good that is - helping you to build trust and credibility.
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.