8 December 2015

Online Content Creation: What’s Hot and What’s Not?

By Lyubov Reshetilo, Account Manager, Marketing Communications Practice

Online Content Creation: What’s Hot and What’s Not?
Meduza Project is a pioneering online Russian media outlet reshaping the way news is presented by adopting a simple ethos: Give readers clear and simple coverage of topics that actually matter. 
Meduza’s publisher Ilya Krasilshchik shared his experience and insight on the future of content creation, distribution and consumption with PBN H+K’s traditional and online media relations teams. Here are our key takeaways:

Six Top Tips
What’s Hot?
  • Diversified content for different digital platforms
Content should be shaped to the medium through which it’s consumed:
  • Shorter pieces for apps and mobile
  • Longer reads for the web
  • Less formal on social media. 
  • Native advertising
Native advertising strives to create content that follows the media outlet’s standard form. Why does it work? Because people are more receptive to content that follows a familiar format and is presented in a familiar environment.
  • Short, sweet and simple
Social media, smartphones and information overload suggest that for content to be successful, it has to be short and to the point. Keep it simple!
  • Explaining vs. informing
Don’t just tell readers the facts – explain what they mean and why it matters.
  • Experiments
Don’t be afraid to experiment or deviate from the plan. Yes, not every format will succeed, but many will. Encourage creativity and make things happen.

What’s Not?
  • Key-message-based advertorials
Don’t push your expertise onto people. Instead use your knowledge as a baseline to talk about something that genuinely interests readers.
  • Outdated formats
Not all age-old methods and formats are standing the test of time and change. Find a creative way to demonstrate your expertise in a context that’s relevant for readers at this point in time.
  • Pretending to know everything
Don’t waste readers’ time with long-winded responses that don’t actually answer questions. If you don’t know the answer, say so.
  • Ignoring readers’ moods and interests
Stay in touch with your audience, follow how readers consume information and keep track of their mood so you can post the right thing at the right time.