THIS IS THE NEWS: Thinking like a journalist can make your content more balanced, engaging and readable Photo by Joel de Vriend on Unsplash
The shiny, optimistic Britain that I grew up in has descended into a cess-pit of misinformation, eroded trust and dreadfully low public standards.
As writers - or any sort of communicator - we need to raise our standards and show the world there is a better way to do things.
One proven way to raise standards is to adopt journalistic values into your writing. I’m talking more The Economist here, and less Boris Johnson-era The Times.
So here are 5 ways to improve your content writing, or broader communications, by behaving like a (good and ethical) journalist.
1. Be balanced, be ethical
Hold every piece of content you write – from the snappiest blog post to the longest expert guide – to the same standards a (good) journalist does.
I say ‘good’ because we’ve all seen the ugly side of journalism (phone hacking, Leveson Report, etc). For any well-trained journalist, integrity is central to their credibility. So ask yourself…
> Is what you’ve written true and accurate?
> Is the story you’ve told balanced and fair?
> Are you being objective or just mindlessly repeating a company’s dull corporate line that nobody will realistically engage with?
If something feels wrong in your gut and on your screen, revisit the article and go again.
For every piece of content, you want your audience to trust what you say. By extension, you want them to trust the business or brand you’re representing.
Win that trust by being honest, showing balance, and having integrity.
2. Keep it simple
Every brand has a tone of voice and tailored writing style. Even so, your ultimate aim should be to write in an accessible style that the majority of people will understand.
Sometimes, there’s room to be smart and creative. But ask yourself whether your clever language will encourage – or discourage – people from reading on.
More often than not, clever writing is simple writing.
So get to the point, make sure every sentence is easy to understand and avoid complex clauses.
Put your readers first. Not your ego.
3. Humanise your content
I recently completed a business and finance journalism course (an extension of the journalism degree I did over 20 years ago!).
I’d had a disappointing December and decided to do something positive, rather than drown my sorrows in mince pies and binge-watching After Life (though, to be honest, I did those too).
See how I told you something personal? Humanising articles is a great way to connect with readers more deeply. You can turn even the dryest subject into a story that creates intrigue, curiosity, even sympathy.
A good trick is to think about your story from a reader’s perspective. Ask yourself what would make you read about this subject if someone else had written it.
Often a personal anecdote, or interesting details about the people behind the story, can make the difference.
Even better, if you write something human and relatable, you make yourself – or the brand you’re representing ‘real’.
When people see the softer, more real side of your business, they feel more connected and trust increases.
4. Set yourself tough deadlines
I’ve read articles that claim deadlines kill your productivity. That’s not my experience.
Any journalist who’s been given 10 minutes to file a report on a breaking story knows how efficient they can be in the face of an unmissable deadline.
If you want to maximise the impact of the content you publish, set strict deadlines. You’ll do more, build an audience faster and reach your goals sooner.
Content is everywhere. If you want yours to stand out, it has to be good, engaging and useful. It also needs to be published consistently.
If deadlines slip, you’ll put less valuable information out there, your credibility will start to fall and your audience could start to forget about you.
5. Write a great intro and pay-off
Statement of the obvious alert! But every piece of content needs to grab attention and encourage your audience to read on.
Some journalistic tips here include making a controversial statement in your intro, so readers stick with the article to see how you’re backing it up.
Longer journalistic features often use a ‘drop intro’: an introductory paragraph that leaves the reader asking a question or feeling so intrigued that they need to find the answer.
You could also try a more descriptive paragraph or scene setter.
Whichever you go for, don’t be so clever that you confuse or put off your reader. Make sure your theme and premise are introduced as soon as possible, so readers know what they’re getting from the article.
Outline the structure for the rest of your piece before you start – for example, descriptive sections, content for each side of the argument you may be presenting, facts, quotes, etc.
After all that work, don’t go out with a whimper.
Think about a good pay-off line. When readers reach the end, you want them to feel they’ve learned something by sticking with you. A great final line will give readers something to think or laugh about – and ensure they remember you – as they move on to their next daily task.
The party’s over for lazy content!