Mumbrella Writing Best Practice
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Transcript of Mumbrella Writing Best Practice
A guide on how to write good opinion
piecesNic ChristensenMedia & Technology Editor
Mumbrella
#InAgency
A guide on how to write good opinion pieces
Nic Christensen, media and technology editor Mumbrella
#InAgency
The 3 biggest mistakes people make when it comes to writing opinion:
• They overcomplicate things - “thought leadership” is overrated. It’s simply about
making a clear, concise and considered argument, nothing more
• They write something irrelevant to most readers
Or worst of all:
• They try to sell the audience something
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Don’t sell, Don’t sell, Do. Not. Sell.
(oh, and also no-one cares about your trip to Cannes, SXSW, MIPCOM, etc.)
Don’t write a diary of the trip, don’t write about who you met, find one idea, one lesson,
one insight that the event inspired and write about that.
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What are the things that people do right? • Make a single point, make it quickly (do one thing, argue it well & upfront)
• Ground it in experience (show the audience why you’re right)
• Demonstrate relevance (tell the reader why should they should care)
• Be current (if writing about an event it needs to be timely, not weeks later)
• Keep it short. It’s not a university essay (600-800 words is fine)
• Keep it simple (strip out the jargon - DSP, CPM, TARPs, etc. avoid or explain)
All of these things demonstrate the value exchange.
You are asking the reader for 5-10 minutes of their time.
Give them something in return: an insight, a lesson; something.
Do I need to be controversial?
No, but equally that doesn’t mean you should be boring.
(Quick tip: Very few people can make programmatic interesting)
The key is to have a different point of view.
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Some final thoughts • Think about pictures, graphs, videos, links. How can you add value to your
reader? How can you show them your argument and why you are right?
• Get someone else to read it. Ask them to give you feedback help you finesse the
argument, colleague, friend, agency comms director, etc.
• Think about your publication plan. We talk about earned/owned - so what is your
earned/owned strategy? Put it on LinkedIn, can you pitch it to the trade press
(hello, Mumbrella), is there a company blog where you can post it? How can you
share it on social media and get your company/colleagues to promote it?
• Join the comment thread. Expand on and stand up for your ideas.
Some links • Mumbrella’s guide to opinion - (Google: Mumbrella + guide to opinion)
mumbrella.com.au/about/submitting-opinion-content-events
• You are also welcome to run ideas by me:
• Nic Christensen - [email protected]
• If you would like to pitch an opinion piece to Mumbrella send it to Suzan Ryan,
managing editor - production [email protected] and cc me in.
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Questions?
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