Content Marketing: Think Like a Journalist

29 Jan Content Marketing: Think Like a Journalist

When you google “blog writing tips,” you’ll receive nearly 150,000,000 hits. There is no shortage of “experts” with tips on topic development, creative writing suggestions and thoughts on ways to engage your audience. But, when you make the decision to create content for your business, you’re still faced with a blank page at the start of the process.

Axiom’s approach to content marketing has always been to think like a journalist. Our staff of experienced magazine, newspaper and television journalists have been creating content marketing materials long before the term gained popularity. We call it storytelling.

This approach requires an understanding of the differences in branded content and content marketing. Branded content is earned media. If the lead is your product or service, loaded with stats and specs, it’s advertising – especially if you’re paying for the placement.

Content marketing starts with a story. It engages your customers by making a connection. Sharing insights and making your business, product or process fit into your customer’s lives is paramount. These stories will show why they need you. How can you make their lives better? How can they relate to you? What part of your story adds value to them?

According to Fast Company, our brains are wired to relate to stories rather than cold, hard facts. Your customers are more likely to purchase brands they have a connection with and that they trust. Your content needs to be less pushy and more productive.

When you’re staring at a blank page, remember to think like a journalist and consider these questions and suggestions:

• What is the story? What is the news my customer can use?

• Who is my audience? What do they like, and what are their needs? How can I develop a connection? Why should they be interested in my business, product or service?

• What is the human side to my story? Most of us relate to people more easily than products.

• Be visual. A picture really is worth a thousand words. Moving pictures are worth more.