"If it bleeds, it leads."
Newspapers have more in common with blogs then they care to admit, despite what many of the purists think. They rely on advertising, classifieds and volume of subscriptions to stay in business. They are crumbling due to the proliferation of "free" as the currency of the internet and content models lacking a brick and mortar infrastructure. Thus, most newspapers are facing bankruptcy (or are already bankrupt) as a result.
Currently newspapers are only good at one thing: providing content. Over the years editors and writers have learned plenty of great methods for creating content that sticks.
Remember: Newspapers aren't losing readers: they are losing their business model.
Content never goes out of style, especially when it is sticky, well written and extremely targeted. Therefore, we can learn plenty from the old school media when it comes to content creation:
1. Editorialize. You need to have an opinion and speak about it passionately. Otherwise, who would be interested in reading your work?
2. Pictures are your best friend. A great article starts with a great graphic, blog posts are no different.
3. Craft your headline effectively. The difference between massive readership and crickets? Your headline.
4. Syndicate your content. The AP is powerful for a reason. They allow newspapers to re-tool, rework and reuse their content. Allow your content to be taken to where the readers are. (As long as proper credit is given.)
5. Be as concise and direct as possible. No one wants to read a 2,000 word treatise on marketing. Not even marketers.
6. Write for your desired target audience. Don't try and pander to everyone.
7. Write a series on a specific topic. Best way to get someone to read your next post? End on a cliffhanger.
8. Don't lose focus and go off track. Most people will lose interest and not even click through from their RSS.
9. Construct your post effectively and lay out your points in an easy to follow manner. Each post should at least have a beginning, middle and end. Lists are fantastic for communicating content (and nothing gets traffic like a list.)
10. Try and build your readership with each post. Don't just throw out content and hope something will stick. Challenge your audience.
11. Be consistent and maintain a certain level of quality with each post. If you don't? You run the risk of losing respect and readers.
Photo Credit: drb62
Bonus:
Try and teach your readers something with each post.
What do you recommend others do to create great content? Follow the lead of the newspapers or go in a different direction? Would love to hear your thoughts below:
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tagged as article marketing, blog readership, blog secrets, community building, converting subscribers, effective calls to action, newspapers, readership, subscriptions
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