Keeping it Interesting: Content Creation

Content today is driven by two forces: Professional journalists who aim, and claim, to provide an objective and balanced view of the world, and bloggers, who often write with emotions and opinions. It almost doesn’t matter who is right or wrong as their goals are one and the same: to keep content interesting, relevant and appealing to their target audiences. Florence Bernet is a mum with two kids, she started an online retail business selling children apparels. As an entrepreneur, one of her main goals is to drive sales for her business and she accomplishes this by harnessing the networking capabilities of social media. According to Florence, she creates content that is targeted mainly at the Singaporean expatriate community by writing a weekly list of things that they could do with their kids on the weekends. “I do not write a lot about what I sell, but write about issues relevant to children and use an hour of my time every Friday to share my knowledge and give something to my readers for free” said Florence. Writing away from what you sell is one way to attract more readers who are more and more discerning and abhor self-promotional articles and blatant advertisements. In the same way that corporations issue whitepapers to establish their businesses as thought leaders in their industry. Bloggers, with an agenda to market themselves, are also beginning to write more broadly about current affairs and issues that concern a specific demographic group. It’s about them, not about the writer. Aneace Haddad, chairman and founder of Welcome Real-time, and author of two books, started blogging after his second book, with an aim to give his readers additional case studies and insights which he could not include in his books, hence, adding value and extending the content life-cycle of his two books. Blogging is also a way for him to have direct conversations with his customers, an effective communication tool that not many high-ranking CEOs utilize (though they tried a few years ago and many failed and stopped.) In managing online and offline content, Rayana Pandey the deputy editor of Marketing-Interactive, keeps her publication’s online content separate and distinct from the print magazine content. “Our online publication is in the form of a newsletter that contains daily updates of serious news while the print magazine is more trend-oriented and its content is also more analytical. There is much more content in the print magazine that you will not get to see in our online version” said Rayana. With regards to keeping the content interesting for her readers, Rayana writes her stories from a blend of different formats such as long features, short articles and video blogging, to break the monotony of text-heavy content. It is apparent that the way journalists write today is very different from what they used to do 15 years ago. The need to provide an objective news story is still there but has shifted a little. Today, content creators of all kinds understand their target audiences much better even before they start writing, and they continue to adapt their writing to what their audiences want to read. According to Alexander Zhao, a gen-Y social media-savvy student, the most interesting content on the internet are the blogs that have a personal voice and which serve a very niche function. At EASTWEST PR, we create content from both a traditional perspective and from a digital angle. To find out more, please drop us an email at pr@eastwestpr.com

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