Emily Kanter 
To attract and retain readers in today’s crowded digital landscape, it’s key to understand how to draft content that resonates. The phrase “content is king” still rings true, demonstrated by a recent study by Oberlo that found Americans spent an average of seven hours and 34 minutes per day consuming digital media in 2023. As PR professionals, it is our job to draft content that tells a compelling story and ultimately garners results for our clients. Below are a few considerations that can help craft content that resonates:
Get to the Point:
- Make sure your headline or email subject line is attention grabbing and informative, while giving the reader a preview of what’s to come to pique their interest.
- Be concise yet impactful with your writing – less is more. After an initial draft, revisit it to see if there is anything that can be trimmed down.
Know your Audience:
- Understand your target audience. Once identified, draft the content with their needs and interests in mind.
Tell a Story:
- Storytelling is an important way to build trust with the reader. It creates a human connection and makes the content more relatable.
Include an Image or Video:
- In any piece of content visuals are a key component of telling the story and compliment what is being conveyed.
Do Your Research:
- Be up to date on current news and relevant trends and events that might affect your audience(s). Assess if there is anything that could potentially impact the content.
- Make sure the facts and data you use are accurate and the most up-to-date.
Ultimately, creating consistent content that is engaging and valuable builds positive recognition and a loyal readership.
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