Five golden rules for creating great media content

Updated: Jul 31, 2018



Journalists are busy people, constantly inundated with emails and with a phone on their desk that never stops ringing.


At Content Empire we know what it’s like to sit on that side of the fence. Our founders, Clare Murphy and Cathy Wever, have journalism backgrounds and have worked at and written for Australia’s major daily newspapers, magazines and industry publications.


But don’t just take our word for it. In putting this advice piece together we sought the expert opinion of Jeremy Gronow, communications manager for Major Projects Victoria


Jeremy deals with the media every day and says, "More than ever before, modern journalists are time poor and under constant pressure to produce newsworthy stories. In my experience, providing well crafted, compelling content that understands and meets journalists’ needs is the best way to get coverage. If you give them the right story 'ingredients' and an angle that suits their readership or audience then you have the best chance of getting a good run."


To produce engaging content piques the interest of journalists and editors, consider our five golden rules for creating compelling content for media audiences:


1. Meet a clearly identified need


Today’s journalists aren’t interested in the advertorial style press releases that may have worked in the pre or early digital era. Content for today’s media must be high quality and meet an identified need. Some media content is produced in response to a direct media request – for example for a case study or profile. Unsolicited media content must be topical and relevant and able to be easily adapted as the basis of a news story.


2. Inform and engage


Provide the information journalists need to inform their stories. Content Empire's press kit for the documentary film Chasing Asylum is a good example - this had to be expertly researched, well written and beautifully presented. It provided journalists and film writers with additional information about the film, factual background information and useable quotes from the director as well as those who appeared in the film.


3. Ensure it’s newsworthy


Media content that is newsworthy generally includes new information. This may sound obvious yet it is surprising how often brands assume they can trot out the same old information to time poor journalists – such an approach simply won’t work. To create newsworthy content for the media, consider investing in a survey or report that delivers fresh data or a new angle on a current topic.


4. Craft your content


Content for media audiences must be well crafted – grammatically flawless, sensibly structured (including a clear heading, relevant subheadings, highlight quotes and so on) and compelling. Journalists and editors love working with clear, digestible content that helps make their life easier. Similarly, any content for media audiences must get to the point – and fast. Journalists have neither the time nor the patience to wade through fluffy introductions or company spiels.


5. Gain ROI on your media content


It takes time and effort to create quality content for a media audience – and even if it’s solicited, there’s no guarantee that it will be used. Can you adapt that content and use it elsewhere – on your company website or blog, as post on social media, as an eNewsletter article or as gated content to help your business grow its database? Using your content in more than one context helps ensure you achieve a return on the investment you’ve made in producing exemplary content.


Don’t have time to create your own content for media audiences? The Content Empire team would love to assist. Please contact us to discuss your individual requirements.

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