Research: Great Content Doesn’t Just Happen

You’re stuck, staring at a blank screen with a blinking cursor mocking you. We’ve all been there. While some topics may be “easier” to write about than others, as a public relations professional, you are often tasked with writing all kinds of content across a wide variety of industries. All it takes is a little (or, in some cases, a lot) of good research to help you turn out killer copy on a consistent basis.

Simply put, writing great content doesn’t just happen – it’s thoroughly researched … like a great post about how to do great research.

WHAT’S YOUR ANGLE?

Are you writing about something that hasn’t happened before? Play it up! People love what’s brand new. Have you found yourself writing about something that has been talked about ad nauseam? Okay – but why are YOU talking about it? Let the people know why what you’re talking about matters, and why it is exciting and relevant to your target audience. It’s YOUR job to convey what’s newsworthy about your topic; if you can’t do that, don’t expect anyone else to, either.

If a pet rock can be a million-dollar idea, you can be confident that an exciting/interesting angle exists for your topic.

If you’re still having trouble finding a unique angle for your work, Masterclass and several other reputable sites have resources you can tap into.

THEY SAID IT BEST … FOR NOW

If you’re getting ready to tackle a topic, it’s probably a good (and by good, I mean absolutely necessary) idea to see what others have said before you. Who knows – maybe someone has a great breakdown of your topic … Or you might find something so poorly written it inspires a response like this and will help you determine what not to do. Need inspiration from some of the best of the best content creators? Prowly Magazine already did some of the work for you. And just because you found a great quote or piece of information, make sure it fits what you’re talking about – there’s nothing worse than forcing something in where it doesn’t belong.

Of course, not everyone needs help coming up with content as much as they do methods for getting their message out. There are many sites that can help with that, including the aforementioned Prowly, Public Relations Today and the Public Relations Society of America (PRSA). (You are reading the official Scooter Media blog, so you know a good source when you see it.)

Also, it never hurts to see what’s tracking on social media – and there are plenty of tools to help you along the way. At Scooter Media, we use several of the leading industry tools to ensure what we do works; do you think people hire us just for our collective good looks?

VALIDATION ISN’T JUST FOR PARKING

Validation isn’t just something we look for in relationships or social media; it’s something we like to have in all areas of life – and that includes your professional communications on behalf of your clients. So, in the era of “fake news” and amateur experts aplenty on the internet, don’t fall into the trap of only seeing what others have written without making sure it was accurate. The Poynter Institute is a leader in the field of journalism studies and can help you with everything from media investigations to the types of resources one can use during hurricanes and other disasters.

Utilize these simple tips and the time you spend doing research will be as valid as the arguments for both sides of the greatest debates of our time.

About Scooter Media
Scooter Media is a full-service communications agency in Greater Cincinnati specializing in public relations and social media.

If you enjoyed this post, you might also enjoy: