Suffering insomnia? Here are some magic words that will put you to sleep in seconds: superannuation; accounting; balance sheet; facilities management in commercial office buildings; storage.
But what if that is your gig? What if you are responsible for the content marketing campaign in any one of those so-called “boring” industries? Can you write “sticky” stories that your readers simply must read right now, this minute, if that’s your brief?
The answer is yes, but the question is how
I chose the topics listed above because I have actually written about each of them over a decade and a half at Business Review Weekly magazine, and at online mastheads.
When the accounting role at BRW became vacant in 2001, our editor asked a table of 25-plus journalists who would like to do it. No-one put up their hand, including me.
But I broke more stories in the three years I spent as editor of accounting (after I was invited to do the role) than at any other time. I really enjoyed it…
