Though content marketing is incredibly valuable, it can be difficult to break through the sheer amount of noise on the internet. There are numerous articles and posts online that seem like pointless filler and when done incorrectly, content marketing can be more of the same.
With hundreds of companies all competing for valuable top-tier links and with website owners, brands, and journalists all catching onto the value of SEO, links are harder than ever to achieve. So, how do we stand out with our content marketing? The secret is in the idea…
What do journalists want?
One of the most challenging aspects of content, PR and outreach is figuring out what journalists want. The truth is, every journalist is different and really it is about being in the right place at the right time with your story. To increase likelihood of pickup, there are a few things that every idea should take into consideration.
No idea is a bad idea is a phrase that is simply untrue. In an era where every company is competing for those links, ideas are everything and can make or break a campaign. The good news is that ideas don’t necessarily have to be scrapped – they can be developed and improved to become stronger.
Think about what you like to read, from the headline to the bare bones and the concept. If it’s weird, unusual, unexpected or shocking, you would probably be interested, but if it’s bland, too promotional or doesn’t have a clear purpose, you’d switch off. Imagine you had a full email inbox – which subject lines would grab your attention?
One of the hardest things to do in content marketing and public relations is to think up a genuinely good idea. Be it a blog content idea or a heavier content marketing-driven asset, the idea is what will drive results, but where do we start with our idea generation?
So, you have a basic concept in mind – what’s next? It’s time to develop the idea from a good idea to a great idea. For this, there’s no clear cut formula, but ask yourself: is your idea original or better than what is out there? How can it become more authoritative? How it will add value to journalists and readers? Does it make sense for your brand?
These are just a few questions that will help you develop simple ideas into stronger, newsworthy ideas instead of word fodder.