While cruising the blogs this morning, I came across a guest post on Copyblogger – Everything You Need to Know About Creating Killer Content in 3 Simple Words. Post author Demian Farnworth boils down the essence of good Web writing into three words: clear, concise, and compelling.
While I agree with Farnworth’s assessment, my social side couldn’t resist the urge to supplement his list with one of my own. So, without further ado, here is the Savvy solution for successful social content in three simple words:
At Savvy B2B, we often write about knowing your reader. No matter your message or medium – understanding your audience’s wants and needs is critical to making a connection. The Web is a big place – specificity helps your content stand out.
Taking Farnworth’s “compelling” one step further, remember that social content needs to be targeted in three ways: the message, the audience, and the venue. You must consider each of these aspects in order to maximize your content’s impact. Know what you want to say, who needs to hear it, and how to reach them.
Consumers – be they B2C or B2B – don’t want BS anymore. They’ve had it with smoke and mirrors. They know how to ferret out disingenuous claims. More importantly, the social Web gives individuals real-time tools to share their opinions – good or bad – about you.
Long-term social success requires authenticity. Wild promises and self-appointed guru status might create a temporary splash, but – eventually – people catch on. Honest, respectful, and transparent communication transforms valuable customers into priceless brand evangelists.
The social Web is not a passive medium. Unlike print materials, it demands user interaction.
In addition to sincerity, a truly social piece of content must inspire dialog. Readers must be compelled to share your content with others, provide feedback, and even (as in the case of this post) generate their own content as a result of reading yours.
Content that sparks conversation engages your audience and helps to establish you as a thought-leader in your industry.
There you have it: clear, concise, and compelling; specific, sincere, and stimulating.
What can you add to the conversation? Can you provide examples of these tips in action? How about examples where writers have gone astray? Do you have another three-word mantra that works for you?