One day we’re creatives, brainstorming ways to bring a unique message to market. The next day we’re firefighters, scrambling to contain a minor problem before it erupts into a disaster.
We also consult with top executives, maintain relationships with industry players, read everything that affects our profession, manage teams and so on.
It’s understandable, then, that when it comes time to write a blog post or other content, we just want to get it done. It’s yet another item on our to-do list—a low-priority task, at that.
We constantly tell our executives to prep and practice for media interviews or speeches, to take the time and get it right. We should take our own advice.
Content is a rare direct line to your audience. Treating it as an afterthought or rushing through it only adds to content pollution—the endless articles written in corporate-speak, interesting to only a scant few outside the author’s office or organization.
Here’s how to develop better content:
1. Use your news addiction to your advantage.
One essential rule of dating: Don’t drone on about yourself.