Ben LaMothe poses a question on the 10,000 Words blog about engaging your audience on social-media channels, and I can’t help but notice it’s basically the same question that applies to any medium:
“Why people should follow you, read your updates, add you as a Fan or Friend, or care at all about your existence online? What’s in it for them?”
The key part: What’s in it for them?
What I always tell writers they need to answer up high in a story: Why should the reader care? It’s the same thing. If you don’t give people a reason to pay attention to you, they won’t pay attention. What do you have to offer that’s relevant to the people in your target audience? “News” is a category of answers to the question, not a sufficient answer in itself.