Think like a journalist to write better content

We’ve all heard that “content is king”, a phrase first coined by Bill Gates over 20 years ago that changed the course of digital marketing forever. Over the years, the message has remained very much the same. Content is, still to this day, the lifeblood of everything from algorithms to brands and lead generation. According to research by the Content Marketing Institute, 73% of surveyed B2B and B2C marketers use a content strategy, so it is a fundamental part of marketing. 

With the right content, you can capture attention, evoke emotion, and inspire an audience to action. But that only happens when you give people what they want, which is instant value. Gone are the days of keyword stuffing and creating content to appease search engines. The best content holds interest, has a purpose and is immediately useful. So, thinking and writing like a journalist is an excellent long-term strategy if you want your content to stand out. But why?

Firstly, marketing has taken on many aspects of journalism. With the rise of content marketing – which includes articles, podcasts, webinars and social media – many of today’s brands operate like publishers. Let’s take Redbull.com as a way of example. The brand makes up part of Red Bull Media House, created in 2008 as a separate arm of its energy drink maker Red Bull to publish quality media. 

Since the launch of Red Bull’s media company, it has grown into a market-leading publisher of culture, sports, and lifestyle content. When reading through Redbull's media content, there is hardly any mention of its energy drink. Instead, you will find interviews, videos, and stories about high-achievers and extreme sports. Crucially, the brand doesn’t “sell” to its audience. It delivers premium content to entertain and empower its target consumers.

There are countless other brands that publish content at high volume, such as Moz and Adobe. It's not a novel strategy, but it has proven effective for getting found online. Applying journalistic techniques that reporters use to capture attention makes your content more credible, informative, and timely. Of course, the companies mentioned are global enterprises, so they have massive resources and teams of creators who can produce content at scale. But that doesn’t mean you can’t write like a journalist and educate your customers in a way that cuts through the noise and demonstrates expertise. Keep reading to find out how:

Focus on storytelling

Stories are the bedrock of marketing and the customer experience. Stories help brands connect with their customers on a deeper level. Research has shown that 68% of consumers say brand stories influence their purchasing decisions. By weaving a story into your marketing content, you can make your content more relatable, memorable, and impactful. People engage with stories and are naturally attuned to narratives because they translate to real-world empathy. Better yet, they leave a lasting impression. For example, writing a case study that shows how you overcame your client's problems using your products or services is an excellent way to communicate the value of your business. It can help you connect with new customers and continue to build trust.

Establish your angle

Every piece of quality content has an angle – the theme and focus that makes it valuable and shareable. It means whatever you are writing is useful for the audience and covers a subject they need to know if they follow your brand or industry. An angle generates engagement in the content because it relates to a specific hook, like an event, an emerging trend, or a recent statistic. The angle in question needs to be a single idea. It should be clear to the reader, build momentum and set the foundation for your article. An angle helps anchor the piece in a specific topic, which can then be fully developed. The result is more impactful and original content, and increased value for the reader.

Use the ‘inverted pyramid’ structure

Traditionally, journalists use the ‘inverted pyramid’ for their stories. It’s a tried and tested method that publications have used for many years. The ‘inverted pyramid’ means putting your most important information at the beginning of the article, otherwise known as the Lede. Then, you follow up with “the body”, which is your core argument and story, supported by evidence and data. The final component is the Tail, which means using background information to understand the story better with a call to action. With this structure, you’ll be able to write digestible and eye-catching content, and readers will see right away in the first paragraph if the content matches their search intent, which increases the chances of them staying on the page for longer.

Interview subject matter experts

Interviewing subject matter experts (SMEs) is one of the core elements for creating journalist-led content. Speaking to someone who is a master of the topic you are writing about adds a layer of credibility and specialised knowledge. SMEs set your content marketing apart from your brand's competitors, ensuring your work is more authentic and unique. It’s an opportunity to partner with an expert and create something that answers an audience’s most pressing questions and offers new ideas that haven’t been discussed before. In this way, you’ll be able to write with more authority, using the detail and depth gained from the SME.

Whether you speak to an SME in person or virtually, you can repurpose your content into multiple pieces to add more value and increase engagement. When you work with a subject matter expert, the result is more attention to your content. Having a recognised name or industry lead to support the content creation process means the potential to spread the news with their followers and reach more people. An SME can serve as the driving force behind engaging, informative content that will bolster your marketing success. 

Content fuels growth

Content marketing should be at the core of your overall marketing strategy. It remains a pivotal component for unlocking brand growth. By taking a journalistic approach, you can blend in-depth research, storytelling, and interviews to engage your audience and attract potential customers. To learn more about content marketing, please look at my work samples and get in touch via email for further information.