When developing your article idea, keep in mind that it’s about storytelling, not about selling. Find a way to explore a narrative that might also highlight your programming or product at the same time. (e.g., tell the story of a student who participated in the program and how it impacted that individual)
Develop, target and cater to your audience up front rather than sending the same content to everyone.
It’s great to include direct quotes in an article, especially from someone your audience might want to hear from. (e.g., a student audience would probably like to hear the perspective of a program from another student rather than the person running the program)
Include the who, what, where, when and why early on in your content.
Follow these guidelines for word count:
Accolades – 200 words
Briefs for newsletters – 50 words or less
Feature stories – 800-1000 words
Email – 200 words
Write a concise headline that will grab attention. Stay away from trying to summarize the whole story.
Avoid dense, lengthy copy when writing content for your web pages.
Use language your audience would use. Your word choice should reflect the reading level of your audience, not of the author. Be careful to use language for the layperson, especially when writing about your area of expertise.
Avoid use of first or second person. (e.g., I, you, we, etc.)
Email and newsletter best practices
Balance your newsletter content to be about 90% educational and 10% promotional.
Pick one primary call to action — the “call to action” is the action you want your audience to take (you must choose only one).