The Key to Great Content is Always the Same

Key to great content blog image for header

During a recent PRSA chapter meeting, we watched a webinar about Snapchat, PR in a Snap (PRSA log in required to view the webinar), one of the latest shiny objects to hit the social media landscape.

During the webinar, the presenters mentioned key takeaways for using Snapchat. Among the ones they discussed, here are three of them.

  • Be human.
  • Provide content that engaging, entertaining and educational.
  • Remember who your audience is.

Aren’t those the key to any great content? It shouldn’t matter what platform or channel you are using…your brand should always be human and provide valuable content to a relevant audience.

Be Human.

In this Strategies + Tactics article, “6 Ways to Create Brand Stories That Connect With Audiences,” author Malayna Evans says, “Write in a real, human, sharing-a-beer voice. Stay away from jargon such as abbreviations, acronyms and buzzwords. Remember that gray, boring corporate-speak is a turnoff to readers and listeners.”

The goal of any writing should be to make the reader feel smart, not to make you sound smart. If you use simple terms and sound like a person, you’ll connect with your audience and build trust.

Engage, Entertain, Educate.

Your content should inspire your audience, provide entertainment or offer advice or information. If it doesn’t, why are you writing it?

Remember who your audience is.

If your audience is teenagers, your content will sound different than if you are reaching retirees, and your communication channels will differ too. Gifs, memes and Snapchat might catch a teen’s attention, while an email with a link to a simple infographic might be best for retirees.

Whether you’re writing an op-ed, creating a video, or posting on social, your messaging should connect with your readers (or viewers), sound like an actual person and offer some kind of value.


This first appeared on the PRSA Kansas blog.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s