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C3: Creating Compelling Content

A conversation with a publisher last week, informed us about how it is becoming increasingly more expensive for them to run stories, be it print or online, that are just plain boring. Why would anybody want to read an article that is out of context, poorly structured and worst of all, full of technical jargon?

Readers have always been highly discerning when it comes to what they read, but even more so now that anyone on the internet can write and publish a story, it truly reinforces the age-old cliché that “Content is King”.

So… what is content?

Well, basically everything – from designs, pictures, videos, to text, structure and metadata. Quite literally every single binary code of information available on the internet is considered content. That’s 1 trillion unique URLs indexed on Google, 12 billion tweets on Twitter, 4 billion photos on Flickr, 1 billion Youtube videos and 130 million blogs, which is exactly what we characterise as an explosion of content.

Our main challenge as a PR agency is to create compelling content that will differentiate our clients from the myriad of other content. This does not necessarily entail the need to come up with an original piece of work, as we can leverage on hot keyword searches and topics in order to influence and optimize the visibility of the content.

Recently, our EASTWEST team in Beijing undertook a crisis communication project for LehmanBrown, where we disseminated a positive message, successfully out-ranking and replacing the negative coverage on Google. Creating original content would not allow us to exponentially increase the website rank on Google. What we did instead was to recycle the keywords and text from the negative article and restructure it in a positive light.

C3: Conceptualise, Create, Circulate

The term ‘content strategy’ is definitely not a novelty phrase in the field of media and communications. Its main goal is to use words and information to create content that is unambiguous, meaningful and spurs on-going interactions.

In order to create compelling content that will top the charts in cyberspace, we need to evaluate our content against a quality checklist. According to Colleen Jones in her article, ‘Toward Quality Content’, we can validate the quality of content by covering the following areas: Usefulness and Relevance, Clarity and Accuracy, Influence and Engagement, Voice and Style, and finally the Usability and Findability.

Upon circulating the content online, we then need to evaluate the results and decide what we can do to improve on it. Every campaign would require a unique content strategy that matches the goals to be achieved.

For more information about creating compelling content for your campaigns, email us at pr@eastwestpr.com

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