Don’t Bore Us

Is your business a boring one?

I’m serious.

Have you experienced one, many or ALL of the following?

• Feeling like cutting yourself off mid-conversation as you give someone the run-down of what you do.
  
• Pep talking in the bathroom mirror, ensuring you can push through the remaining 50% of the workday (“You got this tiger”).
  
• Feeling the collective tension in the room dissipate as you started talking about work stuff. Ouch!
  
• If you’re woefully nodding right now, I’m sorry, my friend…

You should visit your nearest Doctor read this article.

Today, we will focus on feature articles.
The ultimate tool to spark engagement in the dryest of topics.

By the end of this article, you’ll be able to:

• Keep the ficklest reader engaged.
  
• Enhance your position as a subject matter expert without spending a single dollar.
  
• Demonstrate competence without putting your audience to sleep.

Let’s go!

What’s a Feature Article?

A feature article is a unique form of storytelling that goes beyond reporting the facts of a news article.

You know how formulaic a traditional news article is:

1. Plain Background Information
   
2. Details of the Event
   
3. *You’ve dodged the rest of the article by exiting the page*
   

The feature article is different because it hooks you and takes you on an adventure you couldn’t have predicted; it resembles a storybook more closely than a report.

This is not to say: Make up some BS that’s not true and isn’t doing anything but entertaining.

It’s designed to help the reader by getting deep into a topic, providing context, analysis, and often a personal perspective.

The feature article is your permission slip to build a story that doesn’t follow a script.

Make it exciting + remove predictability.   

My top 3 feature article tactics I like to employ include:

1. Mixing light-hearted personal anecdotes with considered expert opinions.
   
2. Inserting a graphic or chart that lends itself to the story.
   
3. Open the article by vividly describing a scene rather than the standard practice of stating the article’s main point.
   

Read on as we’re about to discuss some MUST-DOs so your article doesn’t flop.

Critical Elements

Research

Research is the backbone of any well-crafted feature article. Thorough research and fact-checking are essential to ensure the accuracy and credibility of the content.

Two brilliant websites for research are the Australian Bureau of Statistics and other government regulatory bodies, such as the Department of Treasury and Finance.

By gathering reliable information from reputable sources, you can provide readers with valuable insights and a comprehensive understanding of the topic.

Conducting interviews, analysing data (click here to learn the importance of CRM analysis), and consulting experts are all part of the research process that contributes to the depth and richness of a feature article.

Ultimately, meticulous research not only strengthens your authority on the subject but also enhances the overall quality of the article.

Note: If you don’t have the resources to take advantage of all the above strategies, it doesn’t mean you should ignore this process.

Do what you can with what you have.

Outlining

Hey! Do you remember what I said about removing predictability?

That applies only to how the article reads.
Your feature article writing should be executed based on a plan.

Check this out:

When it comes to outlining a feature article, creating a solid outline is crucial for effectively organising the flow of the content.

A well-thought-out outline acts as a roadmap, helping to structure the article logically and engagingly.

This process involves identifying key points to be covered, determining how information will be presented, and planning smooth transitions between different article sections.

By carefully outlining the piece, you can ensure the narrative unfolds seamlessly, capturing the reader’s interest.

A strong outline not only helps maintain a coherent storyline but also aids in delivering a compelling and informative piece of writing.

Editing and Proofreading

Refining the article in the editing and proofreading stage is crucial to ensure it is clear, concise, and error-free.

Don’t outsource this stage entirely, but there are some tremendous freemium software tools to help you here, such as:

• Hemingway Editor: Provides comprehensive feedback on readability.
  
• Grammarly: Assists with correctly punctuating your writing.
  
• Gemini or other artificial intelligence chatbots: These can help answer obscure questions about the clarity of your work. For example, does my article present conflicting viewpoints?

The importance of editing is rarely discussed. Editing allows for language refining, tightening the structure, and ensuring the overall message is conveyed effectively.

On the other hand, proofreading involves a meticulous review of the article to spot any mistakes or overlooked details.

By editing and proofreading thoroughly, you can effectively deliver a polished message that resonates with readers.

Bonus Section: Search Engine Optimisation (SEO)

Preface: Don’t let the pursuit of SEO derail the narrative you are building. SEO is an afterthought that should always come second to the primary goal of making a good piece of writing.

If you are unaware, SEO is the process of organically improving a website’s visibility in search engine results (without paid advertising).

The table below highlights SEO principles that should be considered to strengthen your writing.

Principle	Meaning
Keyword Placement	The strategic positioning of relevant keywords within content to improve search engine rankings.
Meta Descriptions	Summaries of a webpage’s content that appear in search engine results below the title.
Header Tags (H1, H2, H3, etc.)	HTML elements that define headings and subheadings on a webpage help search engines understand content structure.

By implementing these SEO principles, you can enhance the visibility and reach of your feature article, attracting more readers and establishing your authority in your chosen topic.

If you are ready to amplify your feature article output, please don’t hesitate to get in touch. Click here to contact us.