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News, we are all flooded with multiple forms of it. In my industry, there is constant news about changes in search engines, social media, tools, and more. Because blogging is so huge, I notice everyone seems to write about the same “news,” and often they just give a summary of “the news.”
Note: Writers need to ask themselves want they want to gain from writing about “the news” or “industry news.” Do they want to update their followers? Do they want to pull in traffic for the long-term? Do they want to avoid looking like the person that didn’t know about the news? Do they want to create something that lasts?
Summaries of news often offer very little quality and they are short-term pieces that are often disregarded. In reality, you can use the news to create an article that will end up being an evergreen piece for you. Let’s look at 8 ways you can do that.
If you are writing a news piece always try to answer this question – What does the reader need to know? Always make sure to help the reader understand why the news should matter to them, how it could impact them and point out things they should consider.
When there is a Google update many people write about it, but they forget to explain what the changes mean for different audiences. Their only concern is getting the “news” out there, but they forget that readers need to know what to do next, what they should be evaluating, how they should evaluate, etc. Educating the reader is often forgotten.
Give the reader some suggestions on how to deal with an update or changes in your industry. Break down some step-by-step tutorials, create a guide, make a video, create a list of tips, etc.
Before I mentioned explaining what the audience needs to know; your next step is explaining what they should do next. What steps should they take? How can they make this recent news work to their advantage?
So you gave some great suggestions on what to do, but what shouldn’t the audience do? For example, what marketing strategies should they avoid and why? What strategies have failed in the past (and why)? What actions will result in something negative (legal, search engine penalty, loss of clients, etc.)
Educate your audience on what could hurt them. The reader needs this information!
It is always helpful for readers to understand the history of an issue (not too in-depth) and how the past relates to the current news. What is the progression of change and what can you assume is coming? Include some predictions of what you see changing in the future and add some tips for readers to use.
You can include resources throughout your article or have a list at the end. Either way, you want to have supporting information that the reader can use or learn from.
You can include helpful tools, related and helpful articles and data to support your opinions/tips/history/predictions. An article that includes a lot of quality resources is often shared and bookmarked so readers can find the resources at a later date.
If you know there are some common questions about something related to the news topic, make sure to include the Q&A someone. It could even be in a sentence like, “Many people wonder why X=Y, here I the explanation…”.
Whatever you decide to write in regards to news, if you want an evergreen piece you need to make sure your article is a “quality reference.” There needs to be long-lasting tips and resources for the reader.
Depending on your audience, you need to consider how technical you want be in your writing. Think about your current audience and any other audience you would like to capture. Write in a way that will meet the needs of all of your audiences.
If someone else has already created a large evergreen piece on the same news topic you are interested in writing about, make sure whatever you create is unique. The only way you create something “evergreen” is to offer information no one else has offered.
It is a good idea to look at what other writers have said about the topic and make sure you are creating something from a different perspective. Also, some of the articles you find might be great for resources for the reader.