4 Ways of Ensuring Your Content Isn’t Fluff


Nowadays, content marketing is one of the most important PR tactics, as it should be. Content is a crucial part of a PR and communication program but there is an issue with how some PR experts approach this process. The problem is that there is a lot of content out there offering advice that simply isn’t innovative, or insightful.

To create meaningful content, PR and communication leaders need to write insightful things that showcase expertise while it also lays the foundation for solid content marketing programs. And while this may not be breaking news to some, here are great rules for creating solid-content.

1. Get the details. It has been proven time and time again that any person creating content for a company or another person will need to spend a lot of time to get to the details. What is important for that spokesperson? Why do you consider him/her to be an expert within a certain field? What insights can the person provide that others cannot?

All businesses that create content tend to look at company messaging and bios for background. Yet, doing this in another context is a good way of giving your spokespeople a certain unique and effective tone. For example, if a spokesperson has an affinity for customer service, ensure that their content will always be about customer interfacing and how that can help with the growth of the company.

2. Search for an opposite view on what is already being said. If a certain topic is already played out, such as start-up tips, search for the opinions of an expert that states something that will go against what is said. But should entrepreneurs look for a mentor? Not necessarily. This may cloud their first instinct on how to approach the launch of their company. In what other ways could they look for insight and feedback? What can your expert say in a different manner that still offers solid advice, but if you think about it, doesn’t that mirror what is already being said?

Relate: Is Your Content Strategy Lacking an Important Something

3. Make sure that you are authentic. Make a point out of asking “Why would anyone care?” as a way to set the tone for the piece. Also, this shouldn’t come off as a sales pitch. Try and encourage people to create content based on the main goal of establishing a community that is likely to be interested in the same topic. Adopt the mindset of wanting to start a conversation rather than selling your idea to the community.

4. Make sure to check your timing before you start creating content. When creating content you should take into consideration presenting the information or advice in time so that it is useful for the audience. In most cases, created content pushes actionable advice too close to the timeframe, thus it is of little to no use for anyone. So make a point out of asking yourself that if you are going to have an expert say something, did you allocate enough time for people to interact with it and use it?

Some of these content-related tips may be obvious, but I hope not all, and that they will aid you when approaching how to present yourself, your spokesperson, and expert, without the fluff.

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