While the pace of modern media shows no sign of slowing, the ability to keep up and, more importantly, stay close to the top of the reading list can easily become a soul-destroying affair. Here are a couple of things to keep in mind when you're looking to write captivating content and external marketing communications.

Psychological proximity

As complex and all-encompassing this point could be, let's break it down to something that's easier to digest. No matter the scale of the event or how seemingly shocking or amazing it might be, if what you're writing about doesn't resonate on a psychological level with your target audience then there's very little chance that they will engage with your work.

As with all marketing activities, understanding who you are communicating to will influence your product placement, campaign directions and the content of your external communications; so understanding who you're talking to will immediately steer your writing in a direction that people can relate to on a higher level. Making use of social media statistics, mobile technology and flash surveys is a great way of gathering the necessary information needed to get to grips on your target market.

Timing

Whereas proximity peaks the interest of your readers, timing automatically moves your content to the front of the queue. When covering an event, product or service launch it's of the highest priority to ensure that your content goes out in a timely fashion, preferably a few days before, with a lead-up period of social callouts. It's called news for a reason folks - it has to be new. You don't necessarily have to be the one breaking the news, but for as long as the topic remains relevant you should at least be shedding fragments of light onto more of the unknown.

If, however, you come across a topic that's been reported on to the point of redundancy, yet feel you've got a few cents to throw in; there are ways you can get another flog or two out of that horse.

Research

Firstly, you need to research everything on the topic, making sure you know what's been written on it and what can be added to make it more relevant. Don't go re-writing some old piece with clever new syntax, old news is old news.

Secondly - and this you need to keep in mind every time you write anyway - you need a new, fresh angle that will freshen up your topic.

While writing for either branded or unbranded publications can be a challenge, keeping the basic principles of writing in mind and working at understanding your demographic can go a long way in effecting a coherent, honest and engaging relationship between you and your readers.