A guide on how to write good opinion

piecesNic ChristensenMedia & Technology Editor

Mumbrella

#InAgency

A guide on how to write good opinion pieces

Nic Christensen, media and technology editor Mumbrella

#InAgency

The 3 biggest mistakes people make when it comes to writing opinion:

• They overcomplicate things - “thought leadership” is overrated. It’s simply about

making a clear, concise and considered argument, nothing more

• They write something irrelevant to most readers

Or worst of all:

• They try to sell the audience something

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Don’t sell, Don’t sell, Do. Not. Sell.

(oh, and also no-one cares about your trip to Cannes, SXSW, MIPCOM, etc.)

Don’t write a diary of the trip, don’t write about who you met, find one idea, one lesson,

one insight that the event inspired and write about that.

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What are the things that people do right? • Make a single point, make it quickly (do one thing, argue it well & upfront)

• Ground it in experience (show the audience why you’re right)

• Demonstrate relevance (tell the reader why should they should care)

• Be current (if writing about an event it needs to be timely, not weeks later)

• Keep it short. It’s not a university essay (600-800 words is fine)

• Keep it simple (strip out the jargon - DSP, CPM, TARPs, etc. avoid or explain)

All of these things demonstrate the value exchange.

You are asking the reader for 5-10 minutes of their time.

Give them something in return: an insight, a lesson; something.

Do I need to be controversial?

No, but equally that doesn’t mean you should be boring.

(Quick tip: Very few people can make programmatic interesting)

The key is to have a different point of view.

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Some final thoughts • Think about pictures, graphs, videos, links. How can you add value to your

reader? How can you show them your argument and why you are right?

• Get someone else to read it. Ask them to give you feedback help you finesse the

argument, colleague, friend, agency comms director, etc.

• Think about your publication plan. We talk about earned/owned - so what is your

earned/owned strategy? Put it on LinkedIn, can you pitch it to the trade press

(hello, Mumbrella), is there a company blog where you can post it? How can you

share it on social media and get your company/colleagues to promote it?

• Join the comment thread. Expand on and stand up for your ideas.

Some links • Mumbrella’s guide to opinion - (Google: Mumbrella + guide to opinion)

mumbrella.com.au/about/submitting-opinion-content-events

• You are also welcome to run ideas by me:

• Nic Christensen - nic@mumbrella.com.au

• If you would like to pitch an opinion piece to Mumbrella send it to Suzan Ryan,

managing editor - production suzan@mumbrella.com.au and cc me in.

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Questions?

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