How to write your marketing content like a journalist

If your writing team doesn’t have a strong marketing expertise, combined with solid journalist skills, you may be in trouble this year. The days of just being able to write clearly about a product are over. Following today’s content trends, your marketing content must be on par with stories delivered by seasoned journalists and reporters. It must spark natural conversations among your followers or it’s going to be ignored. Your content must establish rapport and solidify trust.

The next time you watch the nightly news – whether it is your local network affiliate or the national broadcast – watch with a critical eye how these professional journalists present their stories. They are experts at bringing you into their conversations, citing sources and educating audiences about relevant topics. They gain their audience’s trust which gives more weight to what they are saying. 

Your product’s story deserves this level of journalist attention. 

We apply our proprietary Media-Grade Content® writing standards to everything we write and edit. This ensures that the content we deliver to you is written from a journalist’s perspective, based on our more than 30 years of arranging media coverage for our clients. This lens improves the impact of your marketing content by making it more credible. It is your assurance that everything we write is interesting, substantive, worthy of your audience’s time and relevant to their lives.

Why do you need Media-Grade Content? 

In 2020, marketing content that is written from a journalistic perspective is simply more effective. But there’s even more to be considered, such as these current content trends: 

  • Writers must be competent marketers. If they are unable to define such key marketing terms as primary value proposition, the consumer buying process, marketing segmentation strategies or positioning, their content probably won’t be an effective tool for your business. 
  • There is more vigilance against writing anything that may be interpreted as fake news. Credibility will trump everything this year. Content is more data driven. There’s less emphasis on adjectives in favor of citations and the positioning of respected experts. 
  • Content should reflect your company’s authenticity and corporate values. Customers want to feel good about themselves for choosing to do business with you. Media Relations Agency’s writing team is skilled at weaving content about our clients’ corporate values into their stories. This helps our clients’ brands stand tall among their competition instead of falling flat. 
  • Content should be in alignment with Google’s search ranking system. To drive traffic to your website, your content should follow the E-A-T system, which stands for Expertise, Authority and Trust. Educate your audience. Teach them how to make smart decisions and differentiate your product from your competition. Establish your authority. Tell them why they should believe what you’re saying. And gain – then nurture – trust by reinforcing your value points.

Media-Grade Content delivers on-trend marketing content from a journalistic perspective. Try us for the next six months. You’ll like the results. Call us at 952-697-5269 or use this form

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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