Got a webinar, blog, or report you want to share? In an ideal world, you’ll have a kick-ass angle that you can turn into a juicy social post to make people hit that CTA button. But how do you go about it?
Stealing some tips from the world of news journalism, the trick is finding the ‘angle’ or theme of your blog/report/webinar – and going big on it. You can even put yourself in a Buzzfeed state of mind and think, ‘what can I dig out from this piece that could be turned into pure clickbait?’ Some tips:
- Scour your content. What’s the most compelling part?
- Alternatively, skim read it and see which parts naturally leap out. Think along the lines of emotion, urgency, or something that could chime with your reader personally.
- When you have something, how can you ‘hype’ it up into one short sentence that’s brief but compelling? Keep it in the active voice, choose verbs, and make it matter (personalise it). Avoid ‘dull’ or corporate words.
- If nothing obvious stands out, what’s the overall essence of the piece and what can you ‘spin’? For example using classic clickbait phrases like, ‘Why you should STOP doing ‘thing A’ and start doing ‘thing B’.
- Is there a compelling quote you can share? Don’t be afraid of using them as an entry point. ‘Pull quotes’ are another standard journalism tool that draws the eye. Often they’re paraphrased or taken out of context simply because they have to be short. But if it draws the reader in, job done.
- If in doubt, channel your inner tabloid front page splash, EastEnders ‘doof doof’ moment – or if you’re Stateside, think ‘what would Fox News do?’
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