A hook is the thing that makes it time-sensitive and therefore worth running.Different bloggers and thought leaders contribute their ideas to the topic.Knowing what they’re saying can help you narrow your topic.It’s just that all content ultimately starts with the written word.The steps you take to present your ideas in a video are the same as you’d use in an article. So no matter what type of content you plan to create, the processes you learn in this chapter can help.Why do you think editors ask for brief idea pitches? You wouldn’t approach an editor and say: ‘I want to write a feature about bee keeping.’ [You’d be surprised... He suggested subject after subject but he didn’t come up with a single workable idea for a piece.It’s because good ideas draw attention to themselves. Not so many of them will have great ideas for a feature. An editor would want to know what particular aspect of the subject you are interested in writing about. An angle for your bee-keeping story might be ‘how bee keepers are using social media to share traditional techniques’ or ‘the successes of a niche dating site for bee-keepers’.To keep that from happening, make sure you narrow your focus now.Try to think of one aspect of the topic that needs to be covered or one question you will answer. The topic, “getting better responses on your landing pages,” is far too broad.She had been saving promotional emails from different brands and found a good example among them.Sometimes, a topic takes center stage in the online community for a while.