creative haberdashery

Why there’s no “easy” button for great content

 

Bad-writingI just hung up from a long talk with my brother Dan about the value of good content.  During a rambling 45-minute conversation about all things digital, I ranted on about the difference between really great content and content that just tries to manipulate Google’s latest algorithm.

His take, and it’s brilliant, is simple:

“It all comes back to quality. Really good content shows competence and understanding. At the end of the day, the written word is the same as it always was: powered by masters of the craft. The SEO bag of tricks just isn’t going to take the place of that.”

Interesting. And in retrospect, duh!  I mean, we went through a few years there where content was really devalued. Content mills would take one article and spin it 100 ways in just a few minutes. Every other person decided to become a writer, because if you ever took English or spoke English, you could Make Easy Money Working from Home.

I  actually saw this comment from a woman who had been downsized: ” I’m an engineer, so I’m uniquely suited to become a freelance writer.” Ooooooh kayyyyyy.

Happily, it appears those days are coming to an end (and hopefully, that engineer found work in her own specialty). The digital world is now recognizing the value of true word craft. Something that kind of gives me the giggles, because it’s spawned a bunch of keyword-rich articles from self-proclaimed experts, i.e., 10 Reasons Why Quality Content Matters Now.

All righty then, weigh in, folks. What direction do you think content is headed? Who do you count on to deliver quality wordsmithing? And what one thing would you really like to change about your content?

Edward-R-Murrow“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” -Edward R.Murrow

 

Similar posts
cindi acker-hein

cindi acker-hein

writer + creative partner
I love my work: teaming up with awesome creatives. Word nerdery. Problem solving. Simplifying. Intelligenting. Learning. Seeking FTA, SOH, PR.Read more...

enjoy

  • joan-riversCan we talk about websites and creativity?
    Can we talk? The legendary Joan Rivers was famous for that catchphrase, as she worked her way onto red carpets and late night talk shows with her gift of gab. Joan, of course, made her name during [...]

why you’ll love working with me

-Art directors love the conceptual teamwork

-Solopreneurs love how quickly I catch their excitement

-Big companies love how I bring consensus to cranky
stakeholders

-Agencies of all sizes love how seamlessly I join their teams

And I love working with anyone who begins a conversation with, "What if . . ."

engage

  Phone: 1.614.436.4599

Adaptable

"Can come in, literally at the drop of a hat and start working. Immediate contributions and high productivity."

Strategic

"The combination of creative and logical instincts make Cindi a rare commodity."

Conceptual

"Thanks for stretching us to try new ideas."

Customer-focused

"Cindi has a very effective way of choosing one of her 99 hats, getting deep into the features and benefits of your business from a customer point-of-view, and emerging with targeted concepts that really ring true."

Cross-industry experience

"Cindi is amazing! She is intuitive, highly creative, professional, easy to work with, fast, and is able to organize and clearly define highly complex projects. Her vast range of experience allows her to handle any type of project."

Intuitive

"We’ve partnered with Cindi on many projects over the years because we know she’ll see new angles and then deliver intelligent, well-crafted concepts."

Thoughtful

"Cindi is one of few people who has been able to capture the essence of my work. She listens intently, does her homework, turns an incredibly well-heeled phrase...all with a delightful personality and calm demeanor."

Innovative

"Cindi is a great thinker. She can analyze situations and information and come up with innovative solutions to problems."

Energy & Enthusiasm

"Working with Cindi was an absolute pleasure. Her work ethic, creativity and personality blend together to culminate into fantastic work."

Creative Partner

"“Cindi is the best creative partner an art director can have. She's not just an excellent writer, she's a big idea creative director who understands consumer behavior and hitting a target dead center.”"

Collaborative

"Cindi has a wonderfully creative way of meshing visual imagery with verbal language for the average person to understand.”"

Big Ideas

"Cindi is a valuable creative partner. She's not just talented writer, she thinks about the whole idea and consistently focuses on the customer's point-of-view."

Try Class 1 for free!

WebWrite-Class-1

Expert

"Cindi's expertise in copy writing - from CRM to Industrial to Retail has been invaluable in helping me shape brand voice"