Crafting content material that connects: A PR professional’s information to digital storytelling within the fashionable period


Crafting content that connects

Jennifer Daniel is affiliate director at Craft.

In at present’s digital age, content material is king – however not simply any content material. For PR execs and model storytellers, the strain is on to craft written materials that captivates, informs, and drives outcomes. Whether or not you’re writing for e-mail advertising, social media, weblog posts, or op-eds, right here’s the last word listicle to raise your content material creation recreation:



  1. Don’t bury the lede: Respect your readers’ time and seize their consideration from the get-go.  Free instruments like Headline Studio can analyze your headlines for optimum visitors, engagement and search engine marketing. 
  2. Really feel the feels: Simply as a painter makes use of a palette of colours to create a vivid canvas, the very best writing evokes a spectrum of feelings in its readers – whether or not happiness, disappointment, or inspiration. Pose relatable questions that faucet into common human experiences, and don’t shrink back from literary units like metaphors, similes and allegories to additional improve your copy. 
  3. Take it from Twain: Would you employ an SAT phrase at a bar? Would you name a banana a yellow, elongated piece of fruit? Most probably not, so don’t use it in your social media caption both. Ditch the jargon, and keep in mind, “don’t use a 5-dollar phrase when a 50-cent phrase will do.”  
  4. An anecdote is the antidote: People are innately drawn to tales. They supply context, make summary ideas relatable and ignite feelings. Each time potential, share case research, statistics, and testimonials to construct belief and credibility, particularly in an age of knowledge overload. 
  5. Buzz off, buzzwords: Say goodbye to cliches like “innovate,” “disrupt,” and “unprecedented.” For a refreshing take, take a look at Lake Superior’s listing of probably the most overused phrases from 1976 – current. 
  6. Ignite a spark: Go for language that evokes curiosity, challenges views, or paints vivid imagery. Propel your narrative ahead with sturdy statements like: “In a surprising transfer by Congress…” or, “It’s disheartening that…” 
  7. Keep away from platitudes and hedging: If it goes with out saying, don’t say it. Moreover, phrases like “simply” and “really” can specific hesitation or uncertainty and reduce the impression of your writing – cease utilizing them.  
  8. Much less is extra: Observe the rule of thirds, and whenever you end your preliminary draft, shorten it by ⅓. You can even take a web page out of Axios’ playbook: the Good Brevity format is changing into the gold commonplace for concise, but impactful reporting. 
  9. Perceive the connection between repetition and retention: Consistency builds belief. Whether or not it’s your model voice, visuals, or values, research present that individuals must see a message a minimum of seven occasions earlier than it sinks in. However you don’t must reinvent the wheel. For instance, strive repurposing a weblog submit into an infographic, podcast or video sequence for social media. Every contact level ought to echo the overarching model message to make sure resonance.  
  10. Completely different strokes for various of us: Whereas your major viewers ought to at all times be on the forefront, at present’s digital terrain calls for a flexible technique. Dive into analytics to phase your viewers by conduct, preferences or demographics, and guarantee your content material combine resonates immediately with these particular sub-groups. 

Content material advertising is an artwork and a science. And with these tenets prime of thoughts, you’ll be nicely in your strategy to creating content material that’s compelling and impactful.



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