Content Strategy & Copywriting: Engaging Audiences Across TV & Print
How the "3 E's" Strategy Created Engaging Food Content
Across Two Very Different Platforms: AMNW Morning Show & 1859 Magazine
The Challenge
Creating compelling food content is tricky enough in today's saturated market of food bloggers and content creators. But doing it across completely different media formats while standing out from the crowd? That's where things get challenging.
AMNW Morning Show: I had 2-3 minutes of live TV, twice a month, to teach a recipe while keeping both the host and a broad audience engaged. No second takes, no editing magic, and I needed to differentiate from countless other cooking shows and online content.
1859 Magazine: As the monthly "Home Grown Chef" columnist, I needed to write engaging pieces that taught recipes while fitting the editor's monthly themes and editorial calendar – all while competing for readers' attention in a world flooded with food content.
Two different audiences, two different formats, same challenge: how do you make cooking content that people actually want to consume when they're already overwhelmed with options?
The Strategy
I built everything around what I call the "3 E's" approach:
Entertain • Encourage • Educate
For AMNW TV Segments:
Entertain: I turned my husband into the show's unofficial "picky eater" mascot, ending each segment with whether "the hubs" would actually eat what I'd made
Encourage: My go-to mantra became "we're not 5-star chefs, just trying to get dinner on the table" – giving busy families permission to be kind to themselves
Educate: I focused on seasonal ingredients so viewers learned cooking skills AND what to look for at the grocery store right now
For 1859 Magazine Columns:
Entertain: Self-deprecating cooking stories that made readers laugh (and feel better about their own kitchen disasters)
Encourage: Warm, confidence-building recipe directions that made home cooks feel capable
Educate: Clear, approachable instructions woven into each themed piece
The Results
AMNW: Built a loyal following who looked forward to the "hubs verdict" and felt encouraged to try cooking at home, even on busy weeknights.
1859 Magazine: Created a column that readers actively sought out each month, with recipes that tied perfectly to the magazine's editorial themes while staying true to my voice.
The Takeaway
Whether you have 2 minutes on live TV or a full magazine page, the same principle applies: people connect with content that makes them feel entertained, encouraged, and educated. The format changes, but the human connection stays the same.
1859 Oregon’s Magazine Cover
AMNW|KATU Portland, Oregon Morning Show with Host Helen Raptis
