My mom sold my trumpet a couple months ago on EBay and you probably couldn’t care less.
Sure, it was a big moment for me – I’d been playing for about one third of my life and the proceeds of the sale would help out my family – but for the rest of the world it was about as interesting as well, some random guy selling a trumpet.
But amidst this sleep-inducing tale is a concept for consideration by everyone who creates content: what are the elements of newsworthiness?
It’s been a lecture subject for me in every semester since I declared my PR major a few years ago. And as graduation looms, I know the subject will matter even more as I enter the “real world.”
Whether you’re an incoming student or a veteran writer, here are some questions to ask before hitting the publish button.
Has anyone written something nearly identical?
Nobody likes a copycat whether it is intentional or not. Make sure the work is original and then link it to related content.
What will motivate someone to read my work over others?
Find an edge in your work that helps it stand out in the crowd. Time is precious so how will you grow your audience and keep them hungry for more?
Is it readable?
Readers should be able to digest your content without a hitch. The last thing you want to do is confuse because that’s a pretty easy way to lose audience.
Is it skimmable?
Keep in mind that people do not read all of the words you publish. Incorporate bullets, bolded text, subheads and other elements that break up copy to allow readers to understand the whole story while browsing.
Is it sharable?
The hottest trend in content marketing is sharing. Creating quality material people want to post on Facebook, Retweet, bookmark or re-post is the best way to increase your marketing sphere of influence.
Do I care about this story?
If your heart is not behind your content, why are you wasting your time? The top supporter of your work is you and if it is just not working, scrap it and move on. If you force content to be published, the audience will feel your struggle.
Will people care?
Is the juice worth the squeeze for the reader? Will your work buzz in the minds of the audience? Is it worth a slot on their Facebook wall? Is it something worth talking about? Can you imagine yourself posting it on Twitter?
If you’ve cared enough to read through this post, tell me what you think. Did I oversee any obvious points?
And if you didn’t, maybe I should track down that old trumpet.
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{ 2 comments… read them below or add one }
Great points Matthew! I especially agree with making your content easy to read — especially if you are publishing your PR online. Break up large paragraphs, sprinkle in quotes and of course, take advantage of any multimedia offered. If you can include images or a video, that makes your published PR even stronger — and more apt to be shared across social networks.
Skimmable…I like that so much,tweeted it!