3 Levels of using the news to make content

Content Making

The news is constantly changing, and staying relevant means using it in your content. But how can you turn current events into something that connects with your audience? Here are a couple of simple ways to make the news work for you.

1. Summarise the News

One way to use the news is by explaining it in a clear and simple way. Not everyone has the time or energy to follow every storey, so if you can break down a complex issue, your audience will appreciate it. Focus on the main points, and offer a quick summary that helps people understand what’s happening.

Another technique is trendjacking. This is when you take a popular topic or news event that everyone’s talking about and tie it into your content. This can be a great way to get attention since people are already interested in the topic. Just make sure it’s relevant to your audience and your message.

2. Add Context

But simply summarising the news isn’t always enough. To truly engage your audience, you need to give your own take on the storey.

One way to do this is by offering your opinion or perspective. Don’t just tell people what happened; tell them what it means. Share your thoughts on why the event matters and how it affects the bigger picture. People like to hear new perspectives on familiar topics.

You can also enrich or challenge the news. Enriching means adding extra details that help people understand the storey better. Maybe there’s background information or context others aren’t covering. Challenging means questioning the storey or offering a different viewpoint, which can spark interesting discussions and make your content stand out.

Level 2: Going Deeper with News Content Creation

At level 2, we go beyond just summarising the news or offering a simple opinion. The goal is to dig deeper into the storey and add more nuanced, thoughtful layers to your content. This involves not only keeping your audience informed but also encouraging them to think critically about the news and its impact. Here’s how you can take your content to the next level:

1. Provide Deeper Analysis

Instead of just explaining the news, offer an analysis of what it really means. Break down the causes and consequences of a storey. Ask questions like:

  • What led to this event happening?
  • How does this affect the future?
  • What are the long-term implications?

By exploring these angles, you’ll give your audience a richer understanding of the storey. This positions you as a thought leader, someone who doesn’t just repeat what’s already out there but helps people see things from a new perspective.

2. Connect to Broader Trends

When a news storey breaks, it’s often part of a larger trend or movement. To elevate your content, try connecting the storey to bigger societal, cultural, or global shifts. For example, if a company makes a big decision, how does this reflect wider trends in the industry or society as a whole? Showing how the news fits into larger patterns can make your content feel more relevant and insightful.

3. Offer Solutions or Alternatives

At level 2, your content can go beyond just reflecting on the news. It can be a space for problem-solving or offering alternative viewpoints. For example, if a news storey discusses a challenge or issue, you can present possible solutions, strategies, or ways forward. By providing actionable insights, your content can become more helpful and valuable to your audience.

You can also challenge the status quo by exploring alternative perspectives. For example, while most news sources may cover a storey from one angle, you could highlight a less-reported side of the issue or offer a dissenting opinion. This creates space for a richer discussion and encourages your audience to think critically.

4. Engage in Storytelling

At level 2, storytelling becomes a key tool for making news content more engaging. Instead of just presenting the facts, tell a storey around the news. This could involve sharing personal anecdotes, using examples, or illustrating the impact of a storey on real people. When you connect the news to human experience, your content feels more relatable and emotionally engaging, which helps your audience connect on a deeper level.

5. Encourage Dialogue

To truly engage your audience at a higher level, encourage discussion and interaction. Ask questions in your content, invite people to share their views, and create a space for debate. Not only does this make your content more dynamic, but it also helps your audience feel like they’re part of the conversation, giving them a reason to keep coming back.

Level 3: Mastering News Content Creation for High-Impact Engagement

At Level 3, you’re no longer just sharing news or offering opinions—you’re creating transformative content that doesn’t just inform or engage, but also shapes conversations, inspires action, and builds communities. This stage is about taking your content to its highest potential by crafting experiences that resonate deeply with your audience and spark broader change. Here’s how you can reach this level:

1. Create Thought Leadership

At this level, your content isn’t just about analysing the news—it’s about shaping the narrative. You’re not just participating in discussions, you’re leading them. This involves:

  • Pioneering new ideas: Rather than reacting to news, you’re anticipating what’s coming and setting the tone for how people should think about it.
  • Building authority: Your expertise and unique perspectives establish you as a trusted voice, and others turn to your content as a go-to resource for understanding complex issues.
  • Challenging mainstream narratives: Level 3 content often takes bold stances and offers unconventional viewpoints that push your audience to rethink widely accepted beliefs.

By positioning yourself as a thought leader, you’re no longer just part of the conversation—you are helping to shape it.

2. Build Meaningful Conversations

Level 3 is about fostering engaged communities around your content. It’s not just about creating individual pieces of content, but about creating a space for ongoing dialogue that sparks deeper connection among your audience. This includes:

  • Facilitating debate: Encourage critical thinking by promoting diverse viewpoints, asking tough questions, and creating a forum for open discussion.
  • Collaborating with others: Partner with influencers, experts, or other thought leaders to create multi-faceted discussions that engage a wider audience and bring in new perspectives.
  • Fostering user-generated content: Encourage your audience to share their own storeys, insights, and reactions to the news. This not only builds a sense of community but also makes your audience feel like they have a voice in the conversation.

When you create an environment where your audience actively participates, your content becomes a catalyst for collective thought and action.

3. Incorporate Data and Research

To truly elevate your content, support your insights with data and well-researched facts. Level 3 content goes beyond opinions and speculation—it is grounded in credible sources and hard evidence. This involves:

  • Using data storytelling: Present complex data in ways that are easy to understand and connect it directly to the news you’re covering. This makes your content more authoritative and trustworthy.
  • Conducting original research: When possible, create original surveys, studies, or polls that provide new insights or challenge existing beliefs. This positions your content as the primary source of valuable information on the topic.
  • Citing reputable sources: Build credibility by referencing trustworthy studies, experts, or data points to back up your claims. This shows your audience that your content is not only engaging but also intellectually rigorous.

The use of data and research adds a layer of sophistication and legitimacy to your content that makes it more influential.

4. Drive Real-World Action

Level 3 content doesn’t just inform or entertain—it inspires action. Whether it’s through advocacy, social change, or simple behavioural shifts, your content encourages your audience to take the next step. This could involve:

  • Advocacy: Use your platform to raise awareness for important causes and push for tangible change. Your content should highlight critical issues and motivate your audience to get involved—whether it’s by supporting a cause, signing petitions, or attending events.
  • Empathy and social responsibility: Address pressing societal issues in a way that resonates emotionally with your audience, making them feel connected to the cause and compelled to act.
  • Call to action: Every piece of content at this level should inspire some form of action—whether it’s engaging with more content, sharing the message, or making a personal change in their behaviour or mindset.

By motivating your audience to act, your content moves beyond passive consumption and becomes a tool for social impact.

5. Personalise and Tailor Experiences

Finally, Level 3 content goes beyond a one-size-fits-all approach. It’s about deeply personalising the experience for your audience by:

  • Targeting niche audiences: Create content tailored to specific groups within your broader audience. This could involve addressing the unique concerns, interests, or perspectives of smaller segments, making them feel more seen and understood.
  • Using AI and personalisation tools: Leverage technology to offer personalised content recommendations, interactive experiences, or dynamic content that adapts to user preferences, behaviours, and feedback.
  • Fostering emotional connection: Craft storeys that resonate deeply with individuals, focusing on their core values, struggles, and aspirations.

The goal is to create experiences that feel not only relevant but personal and transformative for each person in your audience.

Conclusion

Level 3 content is about pushing boundaries and going beyond the basics. It’s about taking your role as a content creator to the next level by leading conversations, building communities, supporting your insights with research, inspiring real-world change, and personalising the experience for your audience. This approach doesn’t just inform—it transforms. At this level, your content becomes a force that shapes opinions, drives action, and builds lasting impact.