Is "Compelling Content" Becoming an Overused Buzz Word?
For those of you who come read some of my hubs concerning business writing and already have a problem with some of my views, just turn around and go out the way you came in because this hub will not be for you.
The title of this hub Is "Compelling Content" Becoming an Overused Buzz Word? should be more than enough of a hint about the content of this particular hub.
Okay, I warned you!
I've been a professional blogger for more than five years now and I've only been in the freelance writing end of things since December of 2010, so basically I've been a freelance writer for a little more than a year now, but I've seen this statement being used ad nausium for the past few months (though I sure it's been used for much longer than that) and that's the term "Compelling Content."
Before I go further with this article, let's take a look at the definition of the word "Compelling"
Definition of COMPELLING: that compels: as a : forceful <a compelling personality> b : demanding attention <for compelling reasons> c : convincing <no compelling evidence>
Okay, so that's your definition for compelling.
Now that I've covered that, let's take a closer look at it from the perspective of a business blogger who writes content regularly (just like I am right now!) and see if the word deserves all the attention that's paid to it or if it's just a buzz word that's already had it's 15 minutes of fame?
Whether your a regular copywriter or an extraordinary business blogger, the content that we write is important to our clients. The content that we create for their website serve a few different purposes such as:
- Positioning them as leaders in their field
- Building strong brand recognition
- Helping them rank better in search
- Building community through provocative posts
Notice that I didn't use the term "Compelling" in that last bullet point...I felt that the word provocative got my point across just fine.
But the idea about the sort of content that you have on your site remains the same.In order to rank better in search, you need more than just an effective SEO campaign (although that certainly helps things along) you also need you content to be interesting, informative, and engaging. And yes, there should be a compelling enough message to get your readers to take action.
There, I've used the "C" word again, happy?
In my personal opinion, I think we've gotten to the point where we use the phrase "compelling Content" too often in our articles to get our clients to understand the need for content that will get their readers to respond to that all important "Call To Action" that is everything when you have a service or product that you want your readers to purchase or sign up for.
As a professional business blogger, I'm starting to feel as if the phrase is starting to lose it's effectiveness...because we use it ad nauseum in our ongoing marketing efforts to raise the awareness of our clients about the importance of fresh content, and the role that it plays in their online marketing campaigns.
Let me end this hub by simply saying that it's always important to have content that has compelling aspects to it, but I think that I may just start using other words to better explain it's importance. This way the term (at least for me) doesn't become just another sound byte that starts to lose it's importance.
Lew Newmark is a business blogger who owns Keywords Media.