We absolutely must offer news they can’t get anywhere else (with examples!)
By Rob Golub
A key to a successful community news product is offering content readers can’t get anywhere else.
That means resisting the easy story. Just because you’re touched by a national or international event doesn’t mean you should localize it with predictable quotes. If something happens in Cuba, don’t track down the guy in town who once vacationed there. Your time is valuable — protect it.
Before chasing a story, ask: Could readers find this elsewhere? If the answer is yes, consider whether your effort is better spent on something only you can provide.
Of course, some wire copy, briefs and calendars are necessary. But the more your coverage reflects your community, the more your audience will feel the product belongs to them. That sense of ownership is the best defense against the noise of social media. Clicks may be fleeting, but trust lasts.
If you’re local, fight for space for local news — at the top of the site, on the front page, in the best spots. If you’re serving a niche community, fight for the stories only you can deliver. Too many local papers lead with national or international news, thinking it’s more important. For your readers, the most important stories are the ones they can’t get anywhere else.
This is how we avoid irrelevance. Don’t choose stories because they matter to you. Choose them because they matter to the people you serve.
Examples
There are mountains of great local journalism in the United States. I also find lessons overseas. Here are a few recent examples of stories you’re unlikely to get elsewhere. Note how each taps into audience motivators.
Dogs stolen from rescue kennels during break-in
When thieves took three stray dogs from a North Yorkshire rescue center in an overnight raid, the BBC made it a brief article. I love that we've even got a pic of a dog and video of the break-in.
Motivators: Surprise me (responsibly), Something to talk about
“I met the men who saved me from drowning”
A man who nearly drowned was reunited with the strangers who pulled him out of the water. A photo of the three together is engagement gold. We must love visuals to engage. Please love, love, love the visuals. This photo will be shared around with everyone who knows these guys and more.
Motivators: Ordinary people I know or could know, Makes me smile, Community cheerleader
Recap: Scotland’s M8 motorway closed on both sides
The National in Scotland ran a live blog with seven updates, including a traffic photo and map, starting at 8 a.m. This kind of granular coverage is worth learning about, from here in the United States, where we sometimes just think too big.
Motivators: Something to talk about (“How was your drive? I heard about the traffic”), Things I can go and do (avoid the jam, tell a friend), Be a user guide to the community, Community cheerleader
War in Ukraine: Daily combat losses of Russian forces
This is not a link to an article, just a home page. The Ukrainska Pravda, an independent news outlet, runs a daily count at the top of its site detailing Russian losses in both equipment and people. It's a fierce statement, appropriate for the audience served by that publication. You won't see this at the BBC.
Motivator: Community cheerleader (we are rooting for you and for all of us)
That last one on Ukraine is a reminder: I'm not asking you to just write features. Emotional engagement leaves plenty of room for news and investigations, just with a more reader-oriented approach.
Check out more audience motivators at the one-sheet guide. Please subscribe or send this newsletter to a friend!