Stop Wasting Time on Bad Content

Whether you're running a local shop, writing the town news, or just posting online, making good content takes time and money—and neither one grows on trees. Before you start hammering away at a piece, take a minute to sit back and run through this straightforward checklist. It’ll keep you from wasting your breath on stuff nobody’s buying.

1. Do Your Folks Actually Care?

If you aren't talking to your neighbors about things that touch their day-to-day lives, you’re just talking to the wind.

• What's buzzing? Is everybody already talking about it? If you hear a topic popping up at the barbershop, the diner, and the grocery store, that’s your sign. Folks are interested.

• Is it close to home? Does it actually touch your community? People care about what happens in their own backyard. A long-winded post about high-end sushi might fall flat in a fried chicken town—know who you’re talking to.

• Does it fit their values? Does it line up with what your community believes in? Talk about the things that matter to them, address their real-life headaches, and respect how they live.
  

2. Does It Have a Good Story Behind It?

A plain, dry announcement won't make anybody stop and listen. You need a little spark.

• Is it something unexpected? Did something out of the ordinary happen? Dog-bites-man isn't a story; man-bites-dog is. People stop scrolling for things that break up the daily routine.

• Are big names involved? Is there a well-known figure at the center of it? If a local fender-bender involves the mayor, suddenly everybody wants to read about it.

• Is there a little friction? Is there a debate or a struggle brewing? A good disagreement makes for a compelling story. Just don't go stirring the pot just to make trouble, or folks will start calling you an agitator instead of a trusted source.

• Is there a human face to it? Can you tell it through one person's eyes? Big, cold numbers don't move people. The story of one neighbor trying to fix a problem does.

• Does it offer a little hope? If you're talking about a hard topic, do you leave 'em with a solution? It's fine to talk about tough times, but always leave a light on at the end of the tunnel. Nobody likes an endless downer.
  

3. Is It Easy to Swallow?

If folks have to work hard just to understand what you’re trying to say, they’ll move right along.

• Is it plain spoken? Can a child or your grandpa understand it? Keep it clear and simple. You don't need big fancy words when plain English does the job better.

• Does the format fit the message? How does this story best like to be told? Some things make a great short video, others make a nice quick list. If a concept doesn't look good on camera, don't force it—just write it down.

• Can you ride a bigger wave? Can you tie your small news to something huge happening nationwide? If everyone's talking about a big holiday or national event, see how your local story fits into the big picture.

• Does it have legs? Can you keep this story going over time? It’s always easier to build on a story people already know than to start from scratch every single day.
  

4. Can You Actually Pull It Off?

Before you roll up your sleeves, make sure you’ve got the tools and a reason to do it.

• What makes yours different? Has the guy down the street already said it? If someone else covered it, don't just repeat what they said. Find the angle they missed.

• Can you plan ahead? Is it attached to the calendar? You know holidays, election day, and Friday night football are coming. Plan ahead so you aren't scrambling at the last minute.

• Do you have what you need? Do you have the time, photos, or facts to back it up? Don't bite off more than you can chew. If you don't have time to make the whole pie, just focus on serving up a great slice of pepperoni.

Too busy running your business to worry about content strategy? Don't let good ideas gather dust on the shelf just because you're short on time. Reach out to Woodruff Media today—we'll bring the creative hands and strategy needed to get the job done right.Partner with Woodruff Media →