How Contextualizing Topics can Lead to Press-worthy Content for Your Brand

 Content Marketing 

 The author's views are entirely his or her own ( banning the doubtful event of hypnotism) and may not always reflect the views of Moz. 

  Further brands than ever are investing and producing quality journalism to drive their earned media strategy. They fete that it’s a precious channel for contemporaneously erecting authority while chancing and connecting with guests where they consume news. 

 But producing and distributing great content is no easy feat. 

  At Stacker and our brand- cooperation model Stacker Studio, our platoon has learned how to produce newsworthy, data- driven stories for our newswire. Since 2017, we ’ve placed thousands of stories across the most authoritative news outlets in the country, including MSN, Newsweek, SFGate, and Chicago Tribune. 

 Certain approaches have yielded a high megahit rate ( i.e., pick up), and one of our most successful tactics is helping add environment to what’s going on in the world. (I mentioned this as a tactic in my Whiteboard Friday, How to Make Newsworthy Content Part 2.) 

  Contextualizing motifs, statistics, and events serves as a core part of our content creativity process. Moment, I ’m going to partake our strategy so you can produce content that has real news value, and that can reverberate with newsroom editors. 

 Make a list of data and perceptivity 

 You probably have a list of general motifs applicable to your brand, but these subject areas are frequently too general as a launching point for productive brainstorming. Starting with “ particular finance,” for illustration, leaves nearly too important white space to truly explore and upgrade story ideas. 

 Rather, it’s better to hone in on an forthcoming event, data set, or particular news cycle. What's newsworthy and specifically passing that’s aligned with your general followership? 

  At the time of writing this, Jack Dorsey lately stepped down as CEO of Twitter. That was breaking news and hardly commodity a brand would anticipate to cover. 

But take the event and try contextualizing it. In general, what’s the average term of authors before stepping down? What’s the difference in public request success for author- led companies? In regard to Parag Agrawal stepping into the CEO part, what's the chance ofnon-white CEOs in American companies? 

.  As you can see, when you contextualize, it unlocks promising avenues for creative storyboarding. 

 Then are some questions to guide this process. 

  Question 1 How does this compare to analogous events/ statistics? 

 Comparison is one of the most effective ways to contextualize. It’s hard to know the true impact of a fact when it exists stage alone or in a vacuum. 

 Let’s consider hurricane season as an illustration. There’s a ton of stories around current hurricane seasons, whether it’s pressing the worst hurricanes of all time or getting a sense of a particular hurricane’s compass of destruction or impact on a community. 

  But we decided to compare it another way. What if we asked compendiums to consider what hurricane seasons were like the time they were born? 

 This approach prompts a particular experience for the compendiums to compare what hurricane seasons are like now compared to a more specific “ also” — one that feels particularly applicable and relatable. 

I ’ll talk further about time- grounded comparisons in the coming section, but you can also compare 

.  Across diligence/ motifs (How important damage do hurricanes do compared to tidal swells?) 

Across geographic areas (Which part of the ocean is responsible for the most destructive hurricanes? Where has the most damage been done around the world?) 

  Across demographics (Which generation is most alarmed of hurricanes?) 

There are dozens of possibilities, so allow yourself to freely explore all implicit angles. 

  Question 2 What are the counteraccusations on a original position? 

 In some cases, events or motifs are bandied online without the details of how they ’re impacting individual people or communities. We might know what commodity means for a general followership, but is there a deeper impact or recrimination that’s not being explored? 

. One of the stylish ways to do this is through localization, which involves taking a public trend and assessing how it’s reflected and/ or impacts specific areas. Journals do this constantly, but brands can do it, too. 

  For illustration, there are innumerous stories about climate change, but taking a localized approach can help make the miracle feel “ near to home.”