Make Content King


Once upon a 2 p.m. dreary, the team sat weak and weary.

Mr. CEO gathers the team together to talk about “deadlines.” He unrolls his notes, adjusts his tie, and opens up his computer to drone on for 45 minutes. Employees A, B, and C pretend to take notes while imagining they are in adventures Indiana Jones would be jealous of. Some imagine they are on the beach, or better yet, sleeping! No one is engaged because, although the CEO has the right words, he doesn’t know the way to present them. This is a sickness we like to call “boredom.” But never fear, boredom can be remedied with a few tools.

The Write Tools

We have all heard that a picture is worth a thousand words. But what if a few words is worth a thousand pictures? What we mean is that sometimes, all you need are the right words in the right order to evoke an image in the minds of your readers. Here’s how you can tell your story the right way:

Use metaphors. We talked about metaphor as a powerful tool for branding, but it is equally important in writing. A metaphor is when you compare two seemingly unrelated objects by saying one thing is something else. Metaphors allow our readers to make quick connections between two things. Metaphor bridges the gap from storytelling into every day life. We’ve all heard phrases like, “The assignment was a breeze,” or “it’s raining cats and dogs.” Those are metaphors— they are used to help us compare item A [the assignment or the rain] to item B [the breeze or cats and dogs.]

I am a rock. I am an island. – Simon and Garfunkle
All the world’s a stage. – Shakespeare
You ain’t nothin’ but a hound dog. – Elvis
‘Cause baby, you’re a firework. – Katy Perry

Metaphors are how we go beyond selling into storytelling. No one likes to be “sold things,” but we all love a good story.

Use the senses. Not everyone is going to understand exactly what you mean, but if you incorporate some of the senses (sight, smell, etc.), it can bring your readers closer to the world that you are trying to create. Instead of saying “we need sales,” talk about how it would feel if the team made another sale. Instead of talking about why your cakes are yummy and delicious, talk about how the scent of cinnamon and chocolate will remind your customers of their grandmothers’ house. Instead of using logic and reasoning, use storybuilding to get your point across.

Prepare Your Content

To prepare your content, check out some of our recent posts on understanding your audience, questions to ask before you create a content strategy, and ways to optimize your web content.

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