Making the News Relevant

Being in charge of your company website, blog or newsletter can be a great job. But as Uncle Ben would say ‘with great power comes great responsibility’.

Getting started…

Coming up with good ideas at the concept stage usually isn’t a problem. If you’re lucky enough to have a team of people helping you it can even be fun. But a couple of months down the line it can be harder to generate copy.

Content is King – 24/7

If you’re struggling for content the first thing to do is to study your back catalogue. Perhaps there has been a product launch or event in the recent past which you can revisit or expand upon? Have new employees joined the company? Are you up-to-date with all the latest news in your industry? Remember your content always needs to be relevant to your audience – and interesting to read!

National News Vs Regional

A great way to add a little zest to your copy is to make national news relevant to developments in your own area. For example, if changes are about to be made to government policies or the rules of an industry body, your readers will want to know how that effects your business. It’s not enough to just restate the news – you need to make it relevant to your cause. In Scotland some media companies call this ‘kilting up’ because inevitably it means taking national news and putting a regional spin on it.

Is It Interactive?

News is not just about facts and figures – its also about getting people involved. Could you use videos or interactive tools on your site to pull people in? Is your newsletter doing all it can to inspire to get in touch? If you’re not getting anywhere fast on your own pull in people from different departments – opening things up will help you get a wider perspective on what employees and customers would like to read about.   There’s lots you can do to jazz up content & by making it relevant you’ll pull in a much bigger crowd.  

Stop Procrastinating & Start Writing

If you’ve been given the job of updating the company blog or newsletter even just knowing where to start can feel intimidating. We are all experts at putting things off. When a task looms large in our heads, it can sometimes feel easier to just ignore it and do something easier instead. All writers procrastinate. […]

How to Write Headlines

A quick heads up on why the words at the top matter. Headline writing is a true art form. Armed with just a few well chosen words you can convey a great deal within a matter of seconds. It’s no surprise then that with so much riding on headlines a lot of thought goes into their […]

My Top Writing Hates

Writing for a living can be very rewarding. Every day you create something new; bringing new ideas to life. But EVERYONE has little bugbears about their profession and writing is no exception. Now it goes without saying that I love what I do… but every so often I feel the need to count to ten. […]