Writing Engaging Content for News Articles

“𝗜 𝘄𝗿𝗼𝘁𝗲 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗽𝗼𝘀𝘁 𝗶𝗻 𝟯 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘄𝗮𝘆𝘀, 𝗵𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝗱” Same idea. Same message. But I got 3 very different results. Last month, I ran a small experiment. I took one of my most useful lessons from a government project and rewrote it in three formats: 📍Format A – The “Twitter-style” post: 1-liners, punchy hooks, white space 📍Format B – The “Mini-blog” post: a short story, full paragraphs, conclusion 📍Format C – The “Carousel” version: visuals, stats, same insight chunked slide-by-slide Here’s what happened: 📍Format A got 42 saves and 80+ comments, mostly people adding their own perspectives 📍Format B sparked DMs from people in consulting, fewer likes, but deeper conversations 📍Format C went semi-viral, 150K+ impressions, 700+ reshares (because people love sharing info they look smart for) And the wild part? All 3 posts were saying the exact same thing. 💡 Here’s what I learned (and what you can steal): Framing isn’t fluff. It decides who sees it, how they engage, and what they remember. People share what they feel smart reading (hello carousels). People save what’s structured and skimmable (hello bullet posts). People reply when it feels human and specific (hello stories). And most importantly: 👉 It’s not about changing your message. It’s about changing how you deliver it. So if a post doesn’t work the first time… Don’t kill the idea. Reframe it. You don’t need new thoughts every day. You just need new ways to say them. #ContentStrategy #LinkedInTips #WritingExperiment #ThoughtLeadership #ConsultingCareer #ResearchAnalyst #ContentCreation #MessagingMatters #WritingTips

Your hook is great… but your third line sucks. Everyone says, 𝘍𝘰𝘤𝘶𝘴 𝘰𝘯 𝘵𝘩𝘦 𝘩𝘰𝘰𝘬 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘊𝘛𝘈. But what about everything in between? If your hook grabs attention but the next lines bore your audience... ...they’ll 𝘯𝘦𝘷𝘦𝘳 make it to the CTA. And if your CTA isn’t clear? Your post achieves 𝘯𝘰𝘵𝘩𝘪𝘯𝘨. 𝘔𝘺 𝘭𝘪𝘵𝘵𝘭𝘦 𝘴𝘦𝘤𝘳𝘦𝘵? Write as if 𝗲𝘃𝗲𝗿𝘆 𝗹𝗶𝗻𝗲 is a hook. Every sentence must pull the reader into the next. If one line feels out of place, the flow breaks and they stop reading. Want to keep your audience hooked until the end? Here’s how: 1. 𝗢𝗽𝗲𝗻 𝗮 𝗰𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 𝗹𝗼𝗼𝗽. Make them need to keep reading. 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: “𝘞𝘩𝘺 𝘥𝘰 90% 𝘰𝘧 𝘱𝘰𝘴𝘵𝘴 𝘧𝘢𝘪𝘭... 𝘦𝘷𝘦𝘯 𝘸𝘪𝘵𝘩 𝘢 𝘨𝘳𝘦𝘢𝘵 𝘩𝘰𝘰𝘬?” 2. 𝗨𝘀𝗲 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗳𝗹𝗼𝘄. Break your copy into short, skimmable lines. 𝗡𝗼𝘁𝗲: Each line must connect naturally to the one before. 𝗕𝗮𝗱: “𝘛𝘩𝘦 𝘩𝘰𝘰𝘬 𝘮𝘢𝘵𝘵𝘦𝘳𝘴. 𝘛𝘩𝘦 𝘊𝘛𝘈 𝘮𝘢𝘵𝘵𝘦𝘳𝘴. 𝘉𝘺 𝘵𝘩𝘦 𝘸𝘢𝘺, 𝘱𝘴𝘺𝘤𝘩𝘰𝘭𝘰𝘨𝘺 𝘪𝘴 𝘪𝘮𝘱𝘰𝘳𝘵𝘢𝘯𝘵.” 𝗕𝗲𝘁𝘁𝗲𝗿: “𝘛𝘩𝘦 𝘩𝘰𝘰𝘬 𝘨𝘳𝘢𝘣𝘴 𝘢𝘵𝘵𝘦𝘯𝘵𝘪𝘰𝘯. 𝘛𝘩𝘦 𝘊𝘛𝘈 𝘥𝘳𝘪𝘷𝘦𝘴 𝘢𝘤𝘵𝘪𝘰𝘯. 𝘉𝘶𝘵 𝘸𝘩𝘢𝘵 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 𝘭𝘪𝘯𝘦𝘴 𝘪𝘯 𝘣𝘦𝘵𝘸𝘦𝘦𝘯?” 3. 𝗣𝗮𝗶𝗻𝘁 𝗮 𝗰𝗼𝗻𝘁𝗿𝗮𝘀𝘁. Show them what’s at stake. 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: “𝘔𝘰𝘴𝘵 𝘧𝘰𝘶𝘯𝘥𝘦𝘳𝘴 𝘧𝘪𝘨𝘩𝘵 𝘧𝘰𝘳 𝘢𝘵𝘵𝘦𝘯𝘵𝘪𝘰𝘯. 𝘛𝘩𝘦 𝘣𝘦𝘴𝘵? 𝘛𝘩𝘦𝘺 𝘢𝘵𝘵𝘳𝘢𝘤𝘵 𝘪𝘵.” 4. 𝗧𝗿𝗶𝗴𝗴𝗲𝗿 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝘀. Speak to their frustrations and desires. 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: “𝘏𝘰𝘸 𝘮𝘢𝘯𝘺 𝘱𝘰𝘴𝘵𝘴 𝘩𝘢𝘷𝘦 𝘺𝘰𝘶 𝘸𝘳𝘪𝘵𝘵𝘦𝘯 𝘵𝘩𝘢𝘵 𝘥𝘪𝘥𝘯’𝘵 𝘤𝘰𝘯𝘷𝘦𝘳𝘵? 𝘏𝘰𝘸 𝘮𝘶𝘤𝘩 𝘭𝘰𝘯𝘨𝘦𝘳 𝘤𝘢𝘯 𝘺𝘰𝘶 𝘢𝘧𝘧𝘰𝘳𝘥 𝘵𝘩𝘢𝘵?” 5. 𝗘𝗻𝗱 𝘄𝗶𝘁𝗵 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗖𝗧𝗔. Guide them with precision. 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: “𝘈𝘳𝘦 𝘺𝘰𝘶 𝘢 𝘉2𝘉 𝘍𝘰𝘶𝘯𝘥𝘦𝘳 𝘴𝘵𝘳𝘶𝘨𝘨𝘭𝘪𝘯𝘨 𝘵𝘰 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘦 𝘪𝘯𝘣𝘰𝘶𝘯𝘥 𝘭𝘦𝘢𝘥𝘴 𝘰𝘯 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯? 𝘋𝘔 𝘵𝘩𝘦 𝘸𝘰𝘳𝘥 '𝘓𝘌𝘈𝘋𝘚' 𝘢𝘯𝘥 𝘭𝘦𝘵’𝘴 𝘤𝘳𝘦𝘢𝘵𝘦 𝘢 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺 𝘵𝘩𝘢𝘵 𝘣𝘳𝘪𝘯𝘨𝘴 𝘪𝘯 𝘤𝘭𝘪𝘦𝘯𝘵𝘴, 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘪𝘮𝘱𝘳𝘦𝘴𝘴𝘪𝘰𝘯𝘴." Now look at this post. Every line flowed so smoothly, you didn’t realize you’d read it all. That’s how your audience should feel too. P.s. what's your best strategy to keep the audience hooked until the end?

Here's the 4-pillar content strategy that my agency implemented for 110+ personal brands: (slides recommended) 𝗣𝗶𝗹𝗹𝗮𝗿 𝟭: 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 Tactical posts share actionable advice that your ICP can implement immediately. 95% of my Tactical content fit into 1 of 3 categories: - How to build a Personal Brand - Copywriting Best Practices - The Content Engine (how it works, benefits, etc.) And this wasn’t by chance. I write these posts to actively demonstrate my expertise in the area I specialize in. And to show how my ICP can actively go from their current situation → personal branding goals. 𝗣𝗶𝗹𝗹𝗮𝗿 𝟮: 𝗔𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 Aspirational posts show your ICP what is possible if they follow your playbook. Share the transformation people & businesses went through that align with your ICP's desired outcomes. I speak to B2B founders and execs who want to - Become a thought leader - Build an audience - Generate inbound deal-flow - Hire the best talent So I post: - "Content Founder" Breakdowns (founders & executives who used content to scale their biz) - notus Case Studies - My Own Growth Journey Paint a picture of what success looks like, and inspire your audience to reach for it. Show your ICP the path towards their desired outcomes. 𝗣𝗶𝗹𝗹𝗮𝗿 𝟯: 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 On LinkedIn, reposting trends & news isn't enough. Analyze the ones that are relevant to your ICP, then add your 2 cents. Examples from my Insightful pillar: - How AI/tech developments affect the creator industry - LinkedIn algo updates - Lessons I learned from relevant podcasts (currently, I'm really into the All-In Podcast) The goal is to show that you have a unique perspective, are ahead of the curve, and are someone worth listening to. Become the trusted voice in your industry. 𝗣𝗶𝗹𝗹𝗮𝗿 𝟰: 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 People connect with real stories and real people. So you want to get a little personal too. For me, that's sharing: - Founder Updates (BTS & Updates from the agency) - Random Hobbies (DJing, speciality coffee) - Throwbacks (stories from my journey so far) Showing a real side on top of business-focused ideas humanizes you and makes you real. And as Naval says: escape competition through authenticity. Bonus tip: Combine Personal with another Archetype pillar above for the best content. E.g. mix in personal experiences with tactical advice. — 𝗔𝗻𝗱 𝘁𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗔𝗿𝗰𝗵𝗲𝘁𝘆𝗽𝗲! Use these 4 pillars to generate content ideas and questions that are relevant to your ICP. + Conduct Content Calls with your Content Strategist to answer these questions. We like to revisit & iterate the Archetype at least 1-3x per quarter. Le fin. -- 𝗣.𝗦. 𝗪𝗲'𝗿𝗲 𝗹𝗮𝘂𝗻𝗰𝗵𝗶𝗻𝗴 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗮𝘄𝗲𝘀𝗼𝗺𝗲 𝘀𝗼𝗼𝗻. In the meantime, check out my linkedin featured section for some content goodies :)

📌 10 ways to add a unique angle to your blog post (so it ranks)—outside of SME inputs (All of these are derived from my real-life editing experience) 🌻 Data, but make sure to contextualize the heck out of it. For example, absolute industry size may be irrelevant to me, but the trends—whether it's growing or shrinking—may help me make a business decision 🌻 Examples that support your POV, when you have a dry, theoretical topic (like leadership theories). I may not understand what laissez-faire leadership is via its definition alone, but I may aspire to be a laissez-faire leader when you tell me Steve Jobs was one 🌻 Niche examples that resonate with your audience. If writing for developers, reference debugging rather than general problem-solving (ClickUp is great at this) 🌻 Personal storytelling that transforms abstract concepts into visceral, memorable narratives. Instead of just explaining the Pomodoro rule, share how it helped you overcome a seemingly insurmountable professional challenge (A lot of writers on Medium use this approach) 🌻 Counterintuitive insights that challenge conventional wisdom, making readers pause and reconsider their existing assumptions about a topic. The more you can surprise and provoke thoughtful reflection, the more likely your content will stick (Check out Y Combinator founder, Paul Graham's blog)) 🌻 Visual breakdowns for complex ideas. Create infographics or diagrams to simplify dense concepts into digestible visuals—even a TL;DR block or a comparison table for tools counts (Finshots does it well) 🌻 Humor or personality to make it fun. A touch of lightheartedness can make even technical topics more engaging (Looking at you, Buffer) 🌻 Historical comparisons to provide depth. Show how past events or trends relate to your topic today. Conversely, predictive analysis that doesn't just describe the current state, but offers sophisticated forecasting about where trends, technologies, or professional practices are heading 🌻 Case studies to demonstrate real-world applications. Walk readers through a specific example to ground your ideas in reality (ClickUp does this well too) 🌻 FAQs that provide extra nuggets of knowledge and more than satisfy the exact search intent What else would you add to this list? Did I miss something obvious? Let me know in the comments! #mishkawrites #writing #editing #writer #editor #blogwriting

I often find myself scrolling through LinkedIn.In doing so, I’ve noticed a few trends that could significantly enhance your content strategy: 1. #beyond the Information: While many posts share facts, they often miss offering deeper insights. For instance, stating “Global warming has increased 5x” or “India has become the 5th largest market globally” prompts the question: “So what?” Dive deeper. Share your perspective, discuss implications, explore who it impacts, and highlight key takeaways. This approach adds value, provoking thought and engagement. 2. Leverage Your #unique Blend: Everyone has a unique set of experiences and expertise. Use yours to stand out. If sustainability is your arena, share compelling insights on that. Passionate about travel? Offer intriguing stories or analyses. For example, an article drawing parallels between Rubik’s cubes and the economy caught attention for its novelty. Similarly, a piece on the financial needs of Indian sports provided much-needed discourse. Aim to contribute fresh, engaging topics. 3. #authenticity Over Aesthetics: While captivating visuals can enhance a post, ensure they’re relevant to your message. A great post loses its essence with a mismatched image. The focus should be on authenticity and substance. 4. #consistency is Key: Building a presence and tracking growth requires regular engagement. Start by committing to a posting schedule, perhaps once a week, and stick to it. This consistency helps in developing a dedicated following and measuring progress over time. By focusing on these areas, you can craft content that not only resonates with your audience but also establishes you as a thought leader in your niche. What did I miss? Tell me in the comments 👇🏽

2000: Send press release → Land Forbes feature. 2025: Send press release → Journalist skims it → Then checks your LinkedIn → Skims your company blog → Listens to your podcast clip → Scans Twitter mentions → Reads competitor coverage → Scrolls 3–6 months back on your feed → Then replies. Most climate founders still think their tech will sell itself. They write a pitch email, cross their fingers, and get ignored. But it's not 2000 anymore. Journalists aren't waiting in their inbox. And the only founders they write about? The ones who already look like the obvious voice in the space. So if you want media exposure, don't start with PR. Start with consistent content that makes you impossible to ignore. Here's how: Tip 1: Pick one platform and own it completely. For climate founders, that's LinkedIn. Post 2–3 times per week with a mix of founder lessons, industry takes, and behind-the-scenes updates. Journalists check LinkedIn first. Make sure there's substance when they do. Tip 2: Publish one 800-word thought leadership article per month. Post it on LinkedIn, your company blog, or send it as a personal newsletter. Doesn't matter where. What matters is depth. These longer pieces show journalists you can think beyond hot takes. They give reporters substance to quote and link to. And they position you as someone with real expertise, not just engagement tactics. Tip 3: Document your founder journey publicly (the messy parts included) Share the decisions you're making in real time. The regulatory hurdles. The failed pilots. The customer conversations that changed your roadmap. Journalists love founders who are transparent, not polished. Vulnerability builds trust faster than any press kit. Tip 4: Connect with hundreds of journalists and PR folks proactively, months before you need them. 100s of journalists cover climate, tech, and startups. Start building relationships now, not when you're ready to pitch. Comment on their work. Share their articles with your take. Send a DM when they publish something that resonates. Tip 5: Make it stupid-easy for them to cover you. When a journalist does check you out, they should find: • Data points they can cite • Clear founder bios with credentials • High-res photos ready to download • A media kit or one-pager on your site • Quotable soundbites in your recent posts Remove every excuse for them to pass on your story. — The reality? PR doesn't work anymore if you're starting from zero visibility. But if you've been showing up consistently, journalists will come looking for you. That's when the press release actually works. — Founders, what's one story in your industry you wish a journalist would cover right now?

Writing is at the heart of digital marketing, yet so many marketers overlook why certain content works. Effective writing isn’t about clever phrasing—it’s about shaping behavior, inspiring action, and guiding people through a logical journey. Audience-first approach: Don’t write for search engines—write for the human being. Understand their pain points, goals, and motivations. Structure matters: Organize content so it’s easy to scan, with headings, bullets, and clear takeaways. Storytelling: Facts inform, stories resonate. Show a scenario your audience can relate to—this is what makes content memorable. Clarity over cleverness: Being witty is great, but clarity wins every time. Make sure the reader can understand your message immediately. Iterate and test: Headlines, calls to action, and messaging should be tested. Small tweaks can have a huge impact on engagement and conversion. Writing skills aren’t limited to blog posts—they apply to social media, emails, ads, and even presentations. Strong writing is a strategic advantage. When you focus on the audience’s needs and use language that connects, you can turn ordinary content into a conversion machine. Always test your messaging, iterate, and refine—your best insights come from observing real responses.

Do you agree when I say that the opening lines of any content can make or break its impact. A well-crafted hook not only grabs attention but compels readers to dive deeper. Here’s a breakdown of the most effective hook types & why they matter: 1. Promise hook: → Offer something irresistible, like “This method will 10x your audience growth.” → It appeals to aspirations and creates curiosity. Example: James Clear’s Atomic Habits promises “An Easy & Proven Way to Build Good Habits & Break Bad Ones.” 2. Proof hook: → Showcase achievements that establish credibility. Example: “I grew three blogs to $1M in revenue each—here’s how.” Readers trust proven success. 3. Empathy hook: → Speak directly to shared pain points. Example: “Do you struggle to make your content stand out?” This forges an emotional connection. 4. Contrarian hook: → Challenge popular beliefs to spark curiosity. Example: “Why passion is overrated in career success.” 5. Statistic hook: → Present surprising data to emphasize relevance. Example: Here’s Slack’s stat, “Teams using Slack report a 32% productivity boost.” This one grabs attention instantly. 6. Mistake hook: → Highlight errors to teach valuable lessons. Example: “How one oversight cost us $10,000—and what we learned.” 7. Story hook: → Start with a narrative that leaves readers wanting more. Example: “As the clock struck midnight, we realized our entire campaign was at risk.” Let's take a look at why these hooks work: Hooks transform casual readers into engaged ones by tapping into: → Curiosity → Trust → Emotion Whether in blogs, ads, or social media, mastering hooks amplifies impact. Start experimenting with these formats to make your content unforgettable. Comment below which one is your favourite.

A 4-step guide for writing thought leadership content that works: 1. Lead with a strong, provocative point of view 'More of the same' content might work for SEO, but if you are selling into a noisy market, you want to stand out with a compelling story. With the fast-moving, confusing AI landscape, companies are hungry for vendors to show them the way and to lead with an opinionated perspective about the challenges at hand. 2. Back it up with data and real-world examples Strong opinions are great. But strong opinions that are grounded in facts are much more credible. Customer testimonials, research, analyst validation, measurable results - these need to underpin your point of view if it's going to resonate. 3. Make it practical and actionable So you've positioned a strong opinion that is data-driven. So what? You now want to provide your readership with a roadmap to get to great outcomes. Show them the way. Lay out the steps. 4. Make it simple Being able to translate complex concepts (and software) into straightforward, simple solutions is the hallmark of great writing and storytelling. Get rid of the jargon. Edit out 30% of the filler. Use simple language. And wrap it all up in a relatable story. What am I missing?

Thought leadership content is a powerful way for professional services firms to showcase expertise, build trust, and position themselves as industry authorities. By providing valuable insights and addressing client concerns, you can create content that truly resonates. Here’s how: 1️⃣ Address Key Client Questions Focus on the issues that matter most to your audience. What challenges do they face? What questions do they frequently ask? Examples: “How Does the No-Fault Divorce Law Affect Me?” “Preparing for an Employment Tribunal: Essential Steps.” “What Every Small Business Owner Should Know About Tax Planning.” Tip: Use tools like Google Trends or FAQs from client interactions to identify relevant topics. 2️⃣ Provide Unique Insights Go beyond surface-level information by offering actionable advice and perspectives based on your expertise. Include anonymised case studies or client examples to demonstrate real-world applications. Explain the implications of legal changes and how clients should respond. Example: Instead of just summarising a new regulation, outline practical steps clients can take to adapt. 3️⃣ Diversify Your Formats Using different content formats helps reach a broader audience and keeps your messaging fresh. Examples: Blog posts: Dive into specific legal topics. Webinars: Host discussions on trending issues. Infographics: Visual guides for complex processes. Whitepapers: Comprehensive resources for in-depth exploration. Tip: Test different formats to see what engages your audience most effectively. 4️⃣ Prioritise Clarity and Accessibility Professional content doesn’t have to be complicated. Keep it simple and client-focused. Use clear language and avoid jargon. Clients value understanding over technical terms. Organise content with subheadings, bullet points, and visuals to make it easy to navigate. Tip: Write as if explaining to someone unfamiliar with the topic. 5️⃣ Promote Strategically Great content is only effective if it reaches your audience. Distribute it across key channels to maximise visibility. Share posts on LinkedIn, newsletters, and your website. Encourage your team to amplify the reach by sharing on their profiles. Repurpose content into smaller pieces for social media, like turning a blog into multiple LinkedIn posts. Example: Use a blog on workplace rights to create short LinkedIn tips for employees. 6️⃣ Track and Optimise Results Monitor how your content performs and use the data to refine your strategy. Metrics to Track: Page views, time on site, shares, and conversions. Tip: Identify successful topics and formats, then double down on what works best. Thought leadership isn’t just about sharing knowledge—it’s about providing value and clarity to your audience. By focusing on your clients’ needs and delivering actionable content, your firm can strengthen trust, establish authority, and inspire confidence. 💬 What topics do you think would resonate most with your clients?