Guess what’s become a hot topic in the content strategy blogs? Good writing.
Brittany Huber laments that there’s so much bad writing out there, and offers some keys for finding the “really good stuff.” For Brittany, the good stuff is clear, scannable, accurate, and inventive.
Meanwhile Kathy Wagner sounds a call for well-written content, saying that good content engages, persuades, and just plain feels good. Kathy points out that “[a]udiences are typically affected in a positive way by one of two things: a truly compelling story, or well-crafted writing.”
As a writer I’m thrilled. This is right in my sweet spot. Despite what I’ve said about “good enough” being the new measure of quality, I’m delighted to hear content professionals reassure me that craftsmanship still has value.
So if everyone’s in favor of good writing, why aren’t there oceans and oceans of good content out there?
I think it’s because we writers have been coming at it from two different angles: Tech Comm and Marcom. Until recently we’ve been locked in separate silos, with little cross-pollination. At the same time, the marketplace increasingly demands a new kind of content: one that engages while it instructs, that informs while it persuades.
Kathy Wagner, in the title of her article, asks “Is the future of content well written?” I certainly hope it is. To get there, we need a marriage of technical and marketing writing, with content that reflects the best attributes of both.
The best attributes of technical writing:
…with the goal of helping a reader perform a task.
The best attributes of marketing writing:
…with the goal of motivating a reader to interact with the company.
The best attributes of both:
- Up to date
We have content creators who know how to write down the truth. We have content creators who know how to connect with the audience. Let’s learn from each other and become content creators who know how to do both.
Are you ready for the well-written future of content? Are we, as an industry, ready? How can we be sure that we’re ready?