What Your Content Should Be

I don’t always write blogs, but when I do, I make them interesting.

Oh, who am I kidding, I write a lot of blogs. In the course of doing so, it occurs that copywriters, web designers, and other Internet marketers all have their buzzwords for what your marketing content should be. Sometimes it seems as though we’re speaking in some kind of vague code. I’d like to dissect this word by word, and see if we can come up with a slightly more useful take away.

• Interesting – Ah yes, when you write your content, just be interesting. It’s like telling a monkey to dance. Well, if you want to be interesting, stir a reaction. Take a stand. Don’t be afraid to be wrong. Add humor to your writing. Present a less popular perspective on an issue. Make us think. Make us laugh. Make us cry. Just make us do something after we read whatever it is you have to say.
• Engaging – Interesting content’s more social cousin. When marketers say this, they’re also talking about content that stirs response. Engaging content begins and ends with a good story. It’s the type of content that makes people want to fill out a form to talk with you, purchase your online product, comment on your blog post, or otherwise support your cause. This is content that not only entertains, but solves your readers’ problems, and generates sales.
• Quality – Quality content is free from grammar and spelling errors.  It provokes people through human interest, and appeals to search engines through keywords and phrases. It’s what web content should be when you take out the “writing for people vs. writing for search engine” argument. It’s well-written content that carries your reader all the way through to the call to action.
• Likable – Offer your readers value by answering questions, and tell them what they should be looking for when they evaluate your industry. It’s a gentle reminder that you can be professional yet personable and pleasant in everything that you do online. When people like you, they’ll remember you when they are ready to do business.
• Sticky – With social media and blogs turning everyone into a publisher, there’s no shortage of choice when it comes to online reading. In a crowded RSS reader, or a quick-paced Twitter feed, does your blog content have what it takes to stand out? This means strong word choice, and telling the reader exactly what they can expect by reading your content up front, in the post or headline.

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.