How to Create Content That Journalists (and Customers/Clients), Actually Want to Read

Let’s be honest, most people don’t wake up thinking, “I can’t wait to read another company update today.”

That’s why the best content doesn’t start with what you want to say. It starts with what they want to read.

Whether you’re writing for journalists, customers or followers, audience-first storytelling is the secret to getting noticed. It turns your messages from background noise into something people actually care about.

Here’s how to make your content newsworthy, useful and easy to read without losing your brand voice.

Stop talking at people, start talking to them

Imagine sitting down for a coffee with your ideal customer/client. How would you explain what you do? You probably wouldn’t launch into a 10-minute pitch filled with jargon. You’d tell a story, ask a few questions and keep it conversational.

That’s exactly how your content should feel.

If you want people to stay engaged, speak with them, not at them. Use everyday language. Write like you talk. Swap “solutions” for “help,” “utilise” for “use,” and “innovative approach” for something more real.

Your audience doesn’t need buzzwords. They need clarity and connection.

Find the hook that makes it News

Every great story has a “why now?” moment, something that makes it timely, relevant or surprising.

When planning your content, ask:

• Is this connected to something happening in my industry or community?

• Does it offer a new perspective or challenge an assumption?

• Could it help someone solve a problem today?
  

For example, “We’ve launched a new product” is an update. But “Local start-up launches new app to cut time wasted” is a story. It connects to a real-world issue that journalists and readers already care about.

If it matters beyond your business, it’s worth sharing.

Keep it simple, clarity beats clever every time

It’s tempting to pack every detail into a single post. But here’s the truth: most readers will give you about eight seconds (if that), before deciding whether to keep going.

So make it easy for them.

Start strong. Get to the point. Use short paragraphs, active verbs and clear subheadings. If a sentence doesn’t earn its place, cut it.

And don’t be afraid of white space. It gives your content breathing room and helps key ideas stand out.

Remember, simple isn’t boring, it’s respectful. You’re showing your audience you value their time.

Write like a Journalist (even if you're not one)

Journalists love stories that are structured, relevant and fact-based. Borrow a few tricks from their playbook:

• Lead with the strongest angle. Don’t bury your key message in paragraph four.

• Use quotes. A good quote adds personality, emotion and authority.

• Back it up. Include stats, examples or real experiences that give your content weight.
  

If you make a journalist’s job easier, they’re more likely to pick up your story. And if your copy is clear enough for a newsroom, it’ll definitely connect with customers too.

Make it about them, not you

The golden rule of good content? It’s not about you. It’s about what your audience gets from it.

If your story helps, teaches, inspires or entertains, people will lean in. If it only promotes, they’ll scroll on.

Before you publish, test your message:

• Does it answer a real question?

• Does it solve a problem or spark curiosity?

• Would I share this if I saw it online?
  

If you can say yes, you’ve hit the sweet spot.

Show, don’t tell

Don’t just tell people you’re passionate, innovative or trusted, show them.

Share real stories that prove it. Case studies, customer testimonials, team wins or lessons learned make your content more believable and relatable.

For example, instead of saying, “We care about community,” show a photo of your team volunteering or a story about how you supported a local cause. Visual proof is worth a thousand press releases.

Keep it real and keep it regular

Good content isn’t a one-off. It’s a habit. The more consistently you show up with value and personality, the more your audience will recognise (and trust) your voice.

Don’t wait for the perfect story. Share progress, insights or small wins. Those everyday updates often spark the best engagement.

And always be yourself. If your tone feels human, curious and honest, people will want to hear more.

Wrapping it up

At its heart, audience-first storytelling is simple. It’s about writing content people want to read and not content you hope they’ll read.

When you focus on clarity, relevance and connection, your stories start to work harder for you. They earn attention, build trust and open doors, whether you’re pitching a journalist or posting on LinkedIn.

Cola Cube Communications help brands find their voice and tell stories that stick. Because great PR doesn’t start with press releases, it starts with people.