Experts Share Writing And Content Strategy Tips

Communicators are preparing for the upcoming year with new strategies and tips, according to PR Daily. The publication recently spoke with several experts in the field, including Natalie Calvo, Nancy Lippincott Pollio, Jorie Mark, and Jenny Li Fowler, who will be speaking at the Writing & Content Strategy Virtual Conference on December 3.

These experts shared their best tips for creating great stories and content, including creating a character for the brand and making customers part of the craft. Mark suggested creating a brand persona by imagining the brand as a fictional character, which can help the copy team be consistent in how the brand speaks and writes.

Pollio emphasized the importance of making customers part of the craft by using customer questions, company data, and unique knowledge to create content. She noted that generic copy can be a reporting problem, rather than a voice problem, and that writers should lean into what makes their brand unique.

Calvo shared her approach to evaluating individual stories by weighing audience value, business return, and news value. She asks questions such as how much of the audience will find the topic valuable and how much return on investment the topic can deliver to the business. Based on these questions, she decides which topics deserve her full focus and top-notch work.

Other tips shared by the experts include giving stories the three-question grilling, figuring out what the story is trying to change, and following the data, trends, and past wins. They also emphasized the importance of workshoping content with a human, showing leadership what the work did, and chasing the wins by replicating successful approaches.

The experts will share more of their insights and expertise at the Writing & Content Strategy Virtual Conference, which aims to help communicators improve their writing and content strategy skills. By following these tips and learning from the experts, communicators can create more engaging stories and measure their success more effectively.

Overall, the experts' tips and strategies can help communicators create content that resonates with their audience and drives business results. By focusing on what makes their brand unique and using data and customer insights to inform their content, communicators can improve their writing and content strategy skills and achieve their goals.