Want to Hook Your Readers? Apply These 10 Principles to Create Captivating News Stories

group of reporters with cameras and microphones eager to interview a source

Writing well-structured articles that inform, educate, and entertain is not as easy as it looks.

There are billions of webpages out there that contain poorly written, unimaginative, boring content.

But those aren’t the descriptions you want associated with the media you produce, right?

As all content marketers who want to grow their digital media platforms know, audiences reward websites that offer special resources, whether they’re up-to-date blogs, in-depth ebooks, smart podcasts, or evergreen whitepapers.

There is, of course, a definite knack to writing well, especially about a newsy topic. And the print industry is particularly adept at understanding how to tell this kind of story.

Journalists are trained to write content that will hook readers from the first sentence and make them want to read on.

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5 Ways to Rankle an Old-School Journalist

image of young journalist diligently writing while older journalist stands beside her looking dumbfounded

This is the first post in a series on native advertising. An introduction, if you will.

One that states from the start that there is controversy.

Why approach a series this way?

Simple: Native advertising is probably one of the least-known scalding-hot topics in the business world.

In fact, few business people can even define native advertising. And those outside of it are clueless it even exists (we’ve got the data to prove this — will share later).

Yet media research group BIA/Kelsey predicts that by 2017, brands will spend $4.57 billion on social native ads.

$4.57 billion is a lot of money.

How could there be so much enthusiasm and animosity for an ambiguous model?

Two words …

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Traditional Advertising Works Great …

There are a few businesses out there that are making smart use of traditional advertising … and a whole lot of businesses throwing their budgets away.

Maybe your agency is smart enough, cares enough about spending your money wisely, and is dedicated to measuring the real impact of the dollars spent.

On the other hand, maybe not.

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Introducing The Lede: A Copywriting and Content Marketing Sheet

The Lede | copyblogger.com

Welcome to The Lede.

Every week I’ll be digging up and linking to stories, news, and opinion relevant to online marketing and copywriting.

Email, social media, innovation, SEO, productivity, mobile, conversion, publishing, and everything in between.

No commentary, just a fast, single page of headlines that you can grab, scan, and squeeze for all they may (or may not) be worth.

All right then, on with it …

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7 Dirty Little Book Publishing Secrets that Every Writer Needs to Know

image of smiling woman

Paris Hilton has one. Rob Lowe has one too. Even Sharon Osbourne’s got one.

Get your mind out of the gutter people — I’m talking about books.

Even with all their money, fame and extreme overexposure, these people (or, their people) went to the effort to become published authors. Why?

These celebrities already have more money than they know what to do with and dead tree book publishing is supposed to be dead.

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109 Ways to Make Your Business Irresistible to the Media

image of hat with press pass

Ever wonder why some businesses get press and some don’t? Getting a mainstream media outlet to pay attention to your business seems like an impossible-to-solve mystery.

You might see your competitors spouting a diatribe that you know for a fact is wrong, or that you could explain better.

“Why did they interview that guy instead of me?” you wonder.

Actually, it’s not you. 99 times out of 100, it’s not your qualifications, your knowledge, or your ability.

It’s your approach.

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