The Write Stuff

Brian Solis thinks deep thoughts about the way people find and consume content today. Any and all content.

We can’t point to any companies hiring, in his words, the “new CEOs–chief editorial officers…journalists, editors, and freelancers (that) transform (company) media-rooms and blogs into veritable newsrooms”.

But, hey, if it generates leads, grows revenue and cuts the cost of selling we’re all for it.

Your company may not be looking for a chief editorial officer just yet but you don’t really need one to create the kind of content that draws the right audience, creates the right impression about your offerings and, above all, compels the right action by the people you want to act. Just remember the basic ingredients: what it is that makes one company’s material superior to others’ in the eyes and minds of buyers. Superior, or so-called “remarkable” content, contains four basic qualities:

1. It’s relevant. It delivers immediate gratification. Here’s where and why you really need to know your audience, users, and prospects because you must anticipate their desires, needs and interests. What do they have a burning interest to know? What do THEY NEED to know about your solution? This is all about what they want to know, not what you want to tell them. All that matters is what they are trying to find out. It’s on you to know what this is.

2. It’s unique. At least it’s unique to you and your brand. This means your voice, your take, your analysis and your interpretations that are uniquely your own. (Simple example: quotes in a press release should be written as if you’re being quoted in a face-to-face conversation with a customer, not like a letter from one lawyer to another. This is what is meant by authenticity.) Think of this attribute as the opposite of a “me, too” product feature. Why should someone care about (read) your stuff if they can get the same stuff just about anywhere else? Hint: if they can, they will. This is self-defeating, to put it politely.

3. It’s appealing. If it’s worth doing, it’s worth doing in way that reflects professionalism and expertise. Yours! Typography, videography, photographic quality, etc., must be redolent of high-production value. If it has your name on it, you want it packaged accordingly. It’s no coincidence that sticky content is content elegantly presented.

4. It’s engaging. We’re talking language here. The use of words. Just as most of us tend to skip disclaimers, legalese, terms-and-conditions and package-inserts, passive writing is the written equivalent of tryptophan. Engage the reader the way you wish to be engaged: with vivid word pictures that make the topic come alive with real-life anecdotes to substantiate your claim that you understand their world because you live there, too. Never forget that your readers will judge your products and services through your content.