How do you curate well-written content that speaks to your audience? Our Account Director Sarah Wise explains in this blog…

Here at Effective, crafting content is what we do. PR is no longer just about spreading the word, it’s about a dialogue, engagement, and above all, building and protecting reputations. And it comes in all shapes and sizes – press releases, blogs, social media content, website content, events, stakeholder engagement to name just a few.

“The way we consume content may be changing, but the written word is still very much in demand.”

We’ve pulled together a few top tips on how best to approach content writing in the digital era.



It sounds basic, but speak to your client and find out face-to-face what their company background is and what their core values are. It’s very difficult to create engaging, original content if your brief is nothing more than email correspondence and a short set of instructions. Ask questions, find out about the background to the project, the business, or organisation. Gauge their personality and their needs and help bring life to the content you’re preparing. Ask – who are their customers, their target audience or stakeholders? Speak to as many people as possible to source background information; it may also be useful for future material like case studies.



Similarly, don’t create generic, one-size fits-all copy. Although it’s tempting to cut and paste or reuse content and copy, always ask yourself which platform or publication it will be used in and mimic the in-house style or tweak your content accordingly.

“As a general rule, keep sentences short, punchy and to the point where possible.”



Steer clear of bland, dry, corporate messages and an overtly promotional style. Keep in mind why this content is of genuine interest to the audience and not a sales pitch. Always ensure the basics – spelling, punctuation and grammar – are tight and correct as there is nothing as unprofessional as content littered with errors.



If you’re writing for online channels don’t forget to write keyword-rich content. Think about the terms your potential readers might search for on search engines to find your article and include them in your copy. Adding keywords to your copy (and meta data) will increase the likelihood of your content being found online, and you will improve your SEO rankings in the long-term.



If you need a hand writing great content for your audiences, get in touch with us. Our team has a huge amount of experience creating great content for offline and online audiences. Our contact link can be found here.