This is the first installment of marketing advice from the makers of Above the Law, MedCity News, Breaking Defense, Fashionista, Dealbreakers, Breaking Energy, & Breaking Gov.

We at Above the Law publish a lot of content – roughly 400 original articles a month. This is a 40% increase since 2014, which coincidentally matches the rise in media consumption by adults – 8 hours in 2014 to 12 hours in 2019. Companies, brands, and vendors are also competing for those 12 hours of attention, to spend more time with their prospects and customers. Today, there are over 70 million blog posts published on WordPress every month. If every publisher has a “How-To” or “10 Top Tips” article, content creators have to ask themselves, why would anyone read this?

Here are a handful of tips on how to get your content read:

• Headlines matter – If you can’t think of a catchy headline, ask yourself why the article exists in the first place.
• Brand matters – “How-To” and “Top Tips” articles are important and things that your prospects will search for. If you and a competitor have essentially the same article, which will they click? The brand that they have heard of and trust.
• Value add – What does the reader get from your content, and not the 15,000 other interchangeable articles? The answer is not “information” – all 15,000 have “information.”
• Medium and promotion – If you’re good at writing, create articles. If you’re good at short reactions, focus on social media. If you’re good at talking, look at podcasts and webinars. Pick the medium based on your own comfort. Then invest time into the promotional strategy. If you build it, they will… not come on their own.

Click here for advice on content marketing from Above the Law’s own Elie Mystal.