This post is part of the 📖 Everybody Writes series.
Today I am reading Chapter 45 of the book Everybody Writes written by Author Ann Handley.
Content creators and brand publishers alike to adhere “to journalism’s core values of honesty, integrity, accountability, and responsibility.”
Wait. What’s Brand Journalism
In short, brand journalists bring a reporter’s sensibility to your content—an editorial approach to building a brand.
Tell the truth
Telling the truth means featuring real people, real situations, genuine emotions, and actual facts. Give examples and get interviews and perspectives outside of your own—and your company’s.
See Content Moments Everywhere
Content moments are everywhere; you just have to know to look for them. Sometimes, that means being part of breaking news. But it also means tapping into broader trends.
Because content moments are everywhere—and can happen at any time—you have to be ready to pounce at a moment’s notice.
Here’s the trajectory of the content moments, and you should be ready to jack the opportunity.
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Your content should show, not tell. It should show your product as it exists in the world—in the form of customer stories, outside perspectives, examples and narratives, and good old-fashioned reporting.
Timing is key here because it’s important to catch a news story just as it’s developing, not as it’s dying.
Content should focus less on the company and more on the customer.
If you read and understand the excellent practical and easy implementable material in this book, it will surely transform your writing and business alike.
What are you waiting? Go and buy and transform your writing for good forever.
Author(s): Ann Handley
Part 21 of 35 in the 📖 Everybody Writes book series.