Here?s your seemingly impossible task: Write an engaging story for your website or blog that captures readers? attention ? but you have absolutely nothing new to report. Even seasoned public relations pros dread this roadblock, and it can be even more difficult for small or mid-size business owners who want to create quality content.
My fellow Brandpoint editors and I are faced with this situation every day, and rather than panic, we love a challenge that gets our creative juices flowing. If you think you?re stuck and there?s nothing worthwhile to write, consider these tips to uncover the hidden angle and create content readers will care about.
1: Relate your story to a current event
Is there something happening in the news that relates to your product or target audience? Writing about current events, local or national, allows you to stay relevant in the readers? eyes. Do this regularly and they?ll return again and again. If you?re still stuck, find out what your contacts are talking about on social media ? it could give you some clues as to what is top-of-mind and you might be able to use that in your writing.
2: Tie your content to a season or holiday
Seasons and holidays are perfect reasons to create unique content that is helpful to your readers. How about focusing a story on fall or tying your messaging to the start of the school year? Does your product relate to an upcoming holiday or special event? Seasons and holidays are perfect for advice and how-to stories, so think creatively and you?ll find an angle your readers will connect with.
3: Consider new audiences
You never want to forget about your target audience, but when brainstorming new writing topics, consider new demographics. For example, if you typically promote your granola bar to mothers who need healthy snacks for their kids, you might also write a story speaking to adults who need an easy breakfast option or college students who want a protein-packed snack after a workout. Doing this can also help you expand your customer base, which hopefully will expand your bottom line.
4: Conduct an interview
Do you have someone at the organization who you can position as an industry expert? How about a happy customer that had a unique experience? Instead of using generic, canned quotes in your writing, spend some time interviewing that person. Ask probing questions and try to uncover new information. The interview itself could serve as a story, or you might be able to use some quotes to support a broader angle.
What techniques have helped to inspire your writing creativity?
Laura Malm
With PR agency and newspaper experience, Laura?s well prepared to write about any topic thrown at her. New mommy, camper and frequent garage sale shopper.
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