What’s the difference between proactive content and reactive content?
Proactive content gives your audience new information. It could be in the form of a white paper or case study. It could be the results of a commissioned study or survey. It might even be an article based on original interviews and research. No matter the format, proactive content delivers information or insights that are original to your organization, outlet, or publication.
Creating proactive content takes planning, access to experts, information, and time.
Meanwhile, reactive content is created in response to current events or other outside forces. Faster is better for reactive content. It satiates the public’s constant demand for information. Reactive content includes breaking news, but it also includes quick-turn around “articles” designed to keep viewers coming back to your website.
For many outlets, timing is second only to page views.
In other words, proactive content sparks the discussions while reactive content seeks to join the conversation.
Pros and cons of proactive content
From my perspective as a freelance writer, proactive content’s biggest pro—and value—is its originality.
It all starts with an idea. The idea doesn’t need to be wholly original, but it does need to fit the client’s brand and message.
That idea is looked at from various angles by the client and the freelancer. Once the scope of the project is defined the freelancer writer’s work can start.
- Research is done
- Sources are secured
- Original interviews are conducted and transcribed
- Outlines might even be done
Research can take hours or days (for in-depth investigative reporting it can take even longer). Finding sources and scheduling the actual interviews can day days, sometimes weeks if the sources are particularly busy.
Today, online transcription services eliminate the need for time-consuming transcribing. Transcription services are good, but not perfect, so you still need to edit transcripts for accuracy.
Only then can the writing begin. The copy is polished and sent to the client.
The biggest con in creating proactive content is that it takes time. And time takes money.
Pros and cons of reactive content
As I see it, speed is the singular pro of reactive content. Bottom-line focused clients will like that it’s cheaper to produce, but the old adage still holds true: You get what you pay for.
Reactive content starts as a reaction to something, often current events. It’s kind of like joining a water cooler conversation after it’s begun.
A client might request a blog post discussing how recent industry news will benefit or impact its business or clients. We saw that a lot during the pandemic as organizations released information about their COVID protocols or masking requirements.
Showing that an organization is on top of a trending issue is a pro, too.
So what are the cons?
Online publications use reactive content to capitalize on their near-instant ability to publish stories and updates. That in and of itself isn’t a bad thing. But for some outlets—especially those in the entertainment space—that can create a feeding frenzy among their contributors, all of whom want to be the first to cover the latest stories.
When there’s little if any time for original reporting and interviews, writers often cite social media posts or other websites. Sometimes the result looks like click bait.
A rush to publish can also lead to errors. Accuracy. Grammar. Maybe even unintentional plagiarism. Cheaper isn’t always better.
Which type of content is best for you?
The answer depends on the type of engagement you’re seeking. There are valid reasons for both types of content.
If you’e looking to be part of the conversation or want to demonstrate that your organization is on top of the latest industry trends, reactive content can be a valuable part of your editorial mix. Some of the time, anyway.
But if you want to position yourself as an industry leader, you need original reporting and original interviews to rise above the cluttered crowd. That requires a proactive approach. And a bigger budget.
It’s good to be part of the conversation, but it’s better to be leading it.
If you need an experienced freelance writer to help you lead conversations with proactive content, let me know.
Paula Hendrickson is a professional feature writer, profile writer, and ghostwriter with over 20 years’ experience providing clean and compelling copy for numerous national consumer and trade publications including Emmy, Variety, Advertising Age, and Script Magazine. She’s also written advertorial pieces for AppleTV+, Amazon Prime Video, and has researched and written impact and trend reports for Cablefax and The Vitamin Shoppe. Paula previously served as a knitter-blogger for Spinrite Yarns.
Paula is also a playwright whose scripts have been read at Durango Arts Center (Colorado), Bonita Springs Center for Performing Arts (Florida), and The West Side Show Room (Illinois). Her piece, The Dance: A Monologue, will be published in Venus Theatre’s upcoming anthology, Frozen Women/Flowing Thoughts.
Need an experienced writer for your next project? Contact Paula for a quote, or connect with her on LinkedIn.