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Journalistic tools

Writing is an art. Even if your ambitions aren’t exactly literary, it is quite a challenge to formulate texts which motivate to continue reading and at the same time deal with complex issues. There are several rules, which can be very helpful in this regard. But of course, as always, there are exceptions to these rules. Whether a text is well received also depends on its target audience, subject, intention and especially its publication format. After all, a white paper for experts requires a completely different approach than a tweet or the caption of an infographic.

  • Structure: readers are impatient, both online and offline. There is not much time to gain their attention and therefore key messages have to communicated relatively quickly. If the subject requires more extensive explanations, they should be provided toward the end. It’s best to create an outline for this before writing.
  • Substance: There is general consensus that texts are often wholly or partially skimmed, especially online. Readers should nonetheless find real substance if they take a closer look. Otherwise, the text will leave some readers disappointed and convey a superficial impression, which runs entirely counter to the goal of content marketing. Substance also includes reference to facts from studies and one’s own experience.
  • Affinity: Texts should be formulated specifically for a certain target group. Only if you have a specific target audience in mind, can you hit the nerve of the reader or their respective roles with your formulations, tonality, complexity and structure.
  • Perspective: It makes a big difference for readers in general, whether or not the author of the text personally is involved. If the publisher of the text remains abstract, then it will not be possible for readers to personally identify with the author. But if the author of a blog text shows themselves to be a person with preferences and opinion, then interest will increase on the emotional level. Contrary to fears that opinions could polarize and thus harm the corporate communication, pointed and well-founded statements often help the target group more closely identify with the subject. Such statements serve as a basis for discussions that can move the issue and the company into focus.


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