In my first two months at Progress, I have encountered many aspects of public relations. One of them is content: an essential part of the job. But what makes a good story? Getting the foundations right is not always straightforward. Here are five tips for writing engaging content.
1. Do enough research
It may seem obvious, but an interesting story starts with understanding its subject. During my first weeks, I learned about the day-to-day work of a PR agency and about our different clients. Knowing your client and the topics that matter to them is essential.
Having that background knowledge makes it easier to begin writing. We start our day by reading newspapers and scanning the latest news. This helps us follow developments relevant to our clients and identify opportunities to contribute to the conversation, for example through newsjacking.
2. Keep your content simple
Clear, concise writing is easier to understand and remember. Making complex subjects accessible is an important part of our work as a Benelux PR agency.
With a focus on IT, we regularly encounter technical terminology. The challenge is to translate that language into content the intended reader understands. Together with our content colleagues, we look for the clearest way to explain the subject without losing its meaning. For a technology PR agency, that connection between specialist knowledge and accessible writing is particularly important.
3. Make it easy to scan
Readers often scan online content before deciding what deserves their attention. Help them find the key points quickly. Short paragraphs, useful subheadings and relevant lists break up a long block of text and give the story a clear structure.
Avoid sentences that make readers work unnecessarily hard. “Snackable” content does not have to mean superficial content: it means presenting information in manageable pieces so people can follow your argument.
4. Know your audience
Who are you writing for? When will the content appear, and where will you publish it? These questions are easy to underestimate, yet they deserve considered answers.
Understanding a client’s audience is a priority in our work. The publication or platform matters, but so does the tone of voice. Match your language and approach to the people you want to reach, and write about subjects that address their interests and needs.
5. Enjoy the writing
It may sound like another cliché, but enjoying the process matters. If you find the topic interesting, that interest can come across in the story and draw the reader in.
Once both you and the client are happy with the text, it is ready for distribution. Choosing the right place to publish gives it a better chance of reaching the intended audience.
Need help turning a topic into a compelling story? Explore our content creation services or speak to our teams in Amsterdam and Antwerp.
Sophie
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