Not a Journalist? You can Still Publish Compelling Content

Readers can be Writers

Reporter for The New York Times Leslie Kaufman recently reported on a new strategy that a number of online news organizations are starting to implement. In short, traditional media companies like Condé Nast Publications and Time Inc. are adding online platforms that enable readers to write and upload content, which may be filtered or unfiltered—moving the directional control of the conversation to the readers…or are they now the writers?

While this makes more obvious sense for publications in the lifestyle genre (think Entertainment Weekly), “newsier” publications like USA Today and Washington Post are also dipping their toes in the water by screening readers’ posts or by adopting platforms with potential guidelines as to who can post content. Despite the inevitable risks, the reader-publishing platform is a trend worthy of exploring—and leveraging.

How to Develop High-Impact Content

Online news organizations are not the only outlets incorporating platforms where readers can upload original content. Social media channels are also taking this function to the next level. For instance, many LinkedIn members now have the ability to publish self-authored articles that are automatically shared with your network. With most LinkedIn members having upwards of 500+ connections and the easy ability to “share,” your LinkedIn self-publishing post may translates to ton of potential eye balls reading your content.

Whether used for recruiting purposes, networking, thought-leadership or all of the above, consider these tips:

• Write for your audience. Write content that is geared towards who you WANT it to be read by, not who you think will read it.Find out what your target audience is passionate about and what their pain-points are. Write about issues that affect them; how can you solve their problems?
• Have an opinion. Take a stance on an industry wide issue and be consistent in your messaging. Doing so adds credibility and demonstrates that you have perspective that will add value to the conversation.
• Be a storyteller. Above all, readers want to be engaged. Your content should elicit an emotional response and urge the need to take action. Having a beginning, middle and an end may sound obvious, but it’s crucial to the integrity of any written piece.
• Contribute regularly. Just like with social media, writing content is a time commitment. It should be done regularly, offering your viewpoint on topics—and following up if your position evolves or changes. If you are posting socially (in LinkedIn’s self-publishing platform for example), plan on responding to feedback and commentary. After all: that’s why they call it “social.”
• Incorporate key phrases AFTER you write. Once you are done writing, think about how YOU would search for the type of article you just wrote. What key words or phrases would you type into the Google search bar? Jot these down. Then, review your piece of content and try to organically incorporate them in.

The goal is not to get bogged down with key word/phrase development—rule number one for writing online is write quality content for people first (not search bots)—but including key words/phrases will help you get found by those who will benefit from your insights.

Check out my previous blog for more insights on impactful storytelling: Captivate Your Audience with Dynamic Storytelling