Whenever you plan on putting out content (whether it be for broadcast, digital/social media, or even an in-house release for a company) – always factor in the following key elements:
- Is this engaging for my target audience? Will they lose interest 20 seconds in? (and I'm not specifically talking about a media audience - this could also include in-house stakeholders/clients).
- Am I being clear and concise? Or am I adding unnecessary fluff? The number one golden editorial rule that's always held true: the less the better!
- Does my product include high-quality visuals? (B-roll, pictures and whatever is needed to illustrate my message). Adding those to your content will complement and amplify your message, and capture attention.
- Am I leaving my receptors with a strong call-to-action (or at least - am I ending on a high note?). There is nothing better than leaving your recipients with a strong concluding statement and/or a good wrap-up.
All of the above has been applied in my career as a journalist, presenter, TV/digital producer, public speaker and lately as a content creator. They’re all equally applicable across all these doctrines and will drive the desired impact and interaction for your intended audience.