They also make a rough outline of the story and scope how much work the story will take in terms of data and graphics and time. Creating an evergreen piece of content with lots of data and visuals is very hard, and Polygraph has developed an editorial process to help mitigate common risks (e.g. overly ambitious projects) and encourage good practices like collaboration and sticking to deadlines. Examples of good content that leverages proprietary data: Priceonomics/Earnest, Cardiogram. Bright colors will make your custom logo pop on the pouch every time customers whip it out for a good time. Idea generation – the team generates ideas all of the time. Pre-production – the team finds a project lead who is accountable to push the project through to the end. Tips for this part of the process are to do weekly check-ins with the editor, to vet the project with people outside of your organization, and to have a weekly meeting where people show what they’re working on, so that they can get feedback from others on the team. At Polygraph, the team picks a story angle, a headline (that helps frame what you want the readers to get from your story), and does some preliminary data collection to validate that data is available and can support the desired story.
Data can help you optimize, but fundamentally you need to understand your audience. Champion overdelivery. It’s not about giving the audience what they wanted, it’s about giving them so much more that they leave your content wanting to immerse themselves in a topic. Guides for things like how much roofs cost, news-relevant posts (e.g. cost of building Apple’s campus), and other analyses (e.g. curbing urban sprawl in the US). 1: if you want a journalist’s attention, you have to be the journalist: offer multiple sources, fact check, package insights, etc. Your email subject line should look like a headline, you should create high-quality graphics, photography, data, video, etc. Media organizations have fewer and fewer resources to do these things themselves. If you create content that your audience is interested in, they will want to consume it and engage more deeply. Learn 10 ways subgrid makes grid layout even more powerful on day 12 from Rachel Andrew. We also expect that as more and more people use Twitter, and see its power, the ways people use it will evolve, as will the tool itself.
The experts at The Emily Post Institute modernize the term “etiquette” to be less about chaperones and dinner fork placement and more about relationships. Have a longer term narrative arc about your vision that spans over your regular press cycles. Aim for regular press cycles of 6-12 weeks so you stay top of mind with customers/investors/etc. The press is not a deus ex machina. A top selling custom snacks option is popcorn! Examples: a study about national trends is unlikely to appeal to individual metros; a post about a single metro probably only appeals to that metro; and a ranking of metros nationwide mostly appeals to top and bottom ranked metros. Personalized employee appreciation gifts demonstrate extra thoughtfulness on behalf of your business, and the individual details they feature make recipients more likely to keep them for years to come. Funding round (used to be considered more important a decade ago, now less exciting).
Other content is deeper, and the more you read the more you want to learn. Take more shots on goal. How do you build credibility? For example, if you’re Airbnb, then publishing studies about how you help the housing market will hurt your credibility. Credibility is very important when talking to reporters because their attention is spread so thin. Do quarterly coffees or off-the-record meet-and-greets with reporters and nitro golf balls influencers. Sometimes, if you want something done right (or even done at all), you have to do it yourself. Do you want to launch a product and reach customers? And the best part is felting is pretty easy. Your bridesmaids aren’t your minions — they’re your best friends! Some content is shallow: you’re curious, do a quick scan of the content, and you’re satisfied. Vox just launched Explainer Studio: when you view their content, you can see the explainer really puts themselves into each video. Just remember, though old fashioned but chocolates and flowers can never be out of style.
