My change from broadcast journalism to content material advertising and marketing appeared like a logical and pure transfer. Both fields require most of the similar abilities – serving as a member of the grammar police, being deadline pushed, writing properly, and having a watch for element.
After diving into the world of content material advertising and marketing, I do know the non-technical abilities honed throughout my broadcast years additionally turn out to be useful in content material advertising and marketing. The manufacturing processes of a information story and a bit of content material advertising and marketing are extra comparable than they seem.
Let’s discover seven methods utilized by information producers that you need to contemplate on your content material advertising and marketing groups.
1. Use your competitor as a benchmark
When I used to be in broadcast information, there at all times was THE station to emulate. It wasn’t unusual to hear in our editors’ morning conferences questions resembling:
- What are their prime tales in the present day?
- What are they main with?
- Which visitor did they get?
It’s essential to know what your opponents are doing, particularly those whose success you’re hoping to emulate. It’s not a lot about echoing what they’re doing however permitting them to information and encourage what you’re doing.
Having a competitor to benchmark towards presents a number of advantages. It may also help reinforce your judgment. It can also encourage protection concepts and story angles to incorporate in your editorial calendar.
Use a competitor as a benchmark to encourage editorial concepts and examples, says @linyi_ng by way of @cmicontent. Click To Tweet
While the information business makes use of benchmarks (i.e., Nielsen rankings) to quantify viewership, content material entrepreneurs additionally use a ranking system – search engine rankings. Evaluating which key phrases your competitor’s content material ranks for and the way excessive they’re ranked is useful to perceive the place your model matches within the content material panorama – and the place you possibly can enhance your rankings.
Of course, utilizing your competitor as a benchmark is just one type of analysis and inspiration. It’s essential to not let your sense of judgment get away from you, lest you find yourself a blind mimic.
HANDPICKED RELATED CONTENT:
2. Be related to the viewers
If Swedish authorities introduced the year-long closure of a serious freeway, it might be the highest information story in Sweden that day.
But the media in Singapore wouldn’t run the story.
It’s merely not related. Other than a handful of Singaporeans who would possibly journey to Sweden and hire a automobile, the information has completely no affect on the lives of the Singapore viewers.
Similarly, the BBC story on the world’s most beautiful chocolate in all probability gained’t make it to air in China the place per-capita consumption of chocolate stands at 100 grams (three.5 ounces) per yr.
The similar goes for content material advertising and marketing. Just as a result of a model publishes an infographic that garners 1 million views doesn’t imply you need to, except, in fact, it’s related to your readers.
Consider the next state of affairs.
You’re the advertising and marketing director of an organization dealing with journey insurance coverage claims. You wake one morning to discover out Wow Air declared chapter. A day later, an enormous world journey firm publishes a publish with a elaborate infographic concerning the chapter and illustrates how Wow Air vacationers who’re affected ought to file claims.
Within hours, the publish receives 1000’s of shares and the infographic goes viral on social media.
Is it tempting to produce an analogous infographic in hopes of emulating the success?
But earlier than leaping into it, contemplate the relevancy of Wow Air’s chapter to your viewers. Your enterprise is centered on flights and travels in Southeast Asia, the place Wow Air by no means flew. A publish on Wow Air doesn’t make a lot sense for what you are promoting and viewers.
That’s not to say that you need to ignore the subject of airline bankruptcies. Take benefit of the hype to sort out it from one other angle that makes the story related to your readers. For instance, produce a weblog publish discussing the chapter and highlighting the position of journey insurance coverage.
Take benefit of hype to sort out a well-liked subject from one other angle related to your readers, says @linyi_ng by way of @cmicontent. Click To Tweet
three. Find a greater angle
When information breaks, the fast angle is commonly clear. But as days go by and developments gradual, information editors search for new angles that supply a distinct take a look at the story to clean up their protection.
The disappearance of Malaysia Airlines MH370 was large information. Media retailers everywhere in the world interviewed aviation specialists for his or her protection of the Boeing-777’s disappearance.
But after a couple of days and with virtually each single outlet approaching the story in the identical means, a brand new focus was wanted. What may a information outlet provide that viewers hadn’t seen to maintain their consideration?
Eventually, the story moved past the aviation angle to concentrate on doable airplane particles. CNN turned to oceanographers, who supplied experience – and a unique approach – a couple of doable particles subject.
If you possibly can create content material with a singular angle, one which your opponents can’t – or haven’t – you set your model one step forward as readers admire recent, authentic content material.
While you possibly can do that in quite a few methods, one tried-and-true technique is utilizing authentic analysis.
Let’s stroll via an instance. In the true property sector, housing costs are a related however widespread subject. In these snippets, actual property and property regulation corporations focus on housing value tendencies:
Each model quotes statistics and experiences produced by different corporations.
It’s one factor to cite an exterior report. It’s an entire different ballgame to use your personal knowledge. That is strictly what idealista, Spain’s on-line actual property categorized, does. It crafts a report on the identical subject, nevertheless it makes use of inner knowledge (i.e., one thing its opponents don’t have) as the idea.
Other advantages of this recent angle are that idealista’s content material will earn mentions in different content material (i.e., model consciousness) and hyperlinks to its report (i.e., search engine optimisation) – and its opponents’ content material gained’t.
A greater angle on a well-covered subject additionally may imply an modern format. Idealista affords one other best-of instance on this case. It developed an interactive device permitting guests to enter places and different knowledge after which see the evolution of housing costs for these standards.
HANDPICKED RELATED CONTENT:
four. Think of visuals
story isn’t simply the reporter narrating the piece. In broadcast information, quite a lot of visuals (and pure sounds) is important.
broadcast information story isn’t simply the reporter narrating the piece, says @linyi_ng by way of @cmicontent. Click To Tweet
Let’s take a look at this instance from an ABC News story about Greta Thunberg talking on the United Nations Climate Summit.
A reporter merely studying the phrases of local weather activist Greta Thunberg wouldn’t have the identical impact as seeing and listening to the teenager passionately say, “You have stolen my dreams and my childhood with your empty words.”
Similarly, the reporter brings context and makes use of clips of her talking that meets the viewers’s wants of understanding and timing. Simply watching a video of Greta’s speech wouldn’t have completed that.
To accomplish this information content material creation, broadcasters usually use a primary two-column scripting format – one for the visible script and the opposite for audio script.
Think concerning the broadcast course of whenever you craft your content material. You can create movies like a information broadcaster, however you can also carry the attributes to your static content material. Think about visuals and format for each piece you create.
This easy instance illustrates the visible affect of font sizes and formatting:
Hands down, B is far simpler to learn than A. Honestly, did you even get to the top of textual content A?
How are you able to make your content material extra interesting to your viewers?
Images are a method to go. A ton of visible advertising and marketing instruments can be found that may assist groups that aren’t blessed with skilled designers. Apart from pictures, contemplate the visible affect of those instruments:
- Bullet factors
- Numbered lists
- Headers and subheaders
- Typographical emphasis together with daring, italics, and underline
- Shorter paragraphs
- Quote blocks
HANDPICKED RELATED CONTENT:
5. State your supply
To quote the Ethical Journalism Network, “Good journalism is only ever as good as our sources of information.”
The underlying rules of journalism are to present honest, dependable, goal, and sincere protection. Every phrase out of a reporter’s mouth should be backed by a supply.
Providing attribution tells viewers the place the data comes from and offers credit score the place credit score is due. This BBC piece on a German courtroom case makes use of a number of sources to clarify the allegations and the response to them.
Content entrepreneurs ought to comply with comparable attribution rules to construct and retain the belief of their audiences:
- Link to authentic sources when utilizing a statistic.
- Use a number of voices in your content material. Include insights and quotes from subject material specialists. (If the interview isn’t authentic, hyperlink to the native supply.)
Content entrepreneurs ought to comply with attribution rules to construct & retain the belief of their audiences, says @linyi_ng by way of @cmicontent. #writingtips Click To Tweet
6. Package the story
Every yr, the British Economist Intelligence Unit ranks international locations by how livable they’re. Media retailers the world over cowl the rankings, however they don’t overwhelm their audiences with the uncooked knowledge.
Here’s how Business Insider did the work for its viewers and created a abstract of the report:
Business Insider packaged the data to ship what most of its readers need (a abstract) and hyperlink to what a couple of readers need (the uncooked knowledge units).
Similarly, content material entrepreneurs can package deal content material that takes all its uncooked data in a format for simpler consumption.
Backlinko lately did that with its evaluation of 5 million Google search outcomes. Could the workforce have merely uploaded its uncooked knowledge information? Sure. But who’s truly going to sieve via all of that? No one, in all probability. So Backlinko printed an article.
The piece begins with a numbered checklist abstract earlier than introducing colourful charts and tables detailing key findings.
7. Maximize protection
For simply three minutes of on-air protection, quite a lot of work goes into the manufacturing:
- Booking a digital camera crew
- Setting up an appointment along with your interviewee
- Setting the scene
- Researching the subject
- Crafting interview questions
- Scripting the story
- Getting it authorized
- Voicing the script
- Editing the video
- Presenting it on air
Given that, you might be certain information editors aren’t going to run the story in just one newscast. Whether it’s a tough information story about arrests of native officers or a softer story about child pandas, information editors work to give it the utmost protection it deserves.
They could inform the highlights of the story in a single newscast and take unused content material to produce a extra in-depth story for the later newscast. Or they take a snippet of the story and tease it at each business break earlier than they air it. And in in the present day’s world, they package deal the tales for his or her social channels too.
Similarly, in content material advertising and marketing, what takes the reader minutes to eat possible takes the workforce days, weeks, and even months to produce. It is sensible to maximize that work by giving it as a lot visibility as doable.
While there are not any repeatedly scheduled newscasts in content material advertising and marketing, loads of distribution and repurposing strategies exist. From social media and e-mail advertising and marketing to paid advertisements, touchdown pages, and extra, take into consideration how to package deal the content material in an optimum means for every distribution channel.
Think about how to package deal #content material in an optimum means for every distribution channel, says @linyi_ng by way of @cmicontent. #writingtips Click To Tweet
HANDPICKED RELATED CONTENT:
Take a web page from the information manufacturing handbook
Going past the technicalities of writing, many extra purposeful abilities might be transferred from information manufacturing to content material advertising and marketing.
Yes, impeccable grammar and correct punctuation are elementary for all content material creators. But don’t neglect to admire the opposite classes from the information manufacturing handbook, from utilizing your opponents as benchmarks to maximizing your protection.
See tales informed via video, audio, pictures, and textual content in Chief Content Officer journal. Subscribe totally free in the present day.
Cover picture by Joseph Kalinowski