Good content needs to be genuine. People can tell when it’s not, because clumsy copy sounds stilted to readers.
Here’s the real test: read it out loud.
This is especially true for blogs, articles, and speeches (duh). Not so much for direct mail copy, social shares or slide presentations. (Those take different skills and involve what I call “space restraints.”)
If you’re thinking about writing your own blogs, do this: Write a blog post. Go away for a good while, even overnight. Come back and read it out loud. Prune as needed. Read it out loud again.
How does it sound to you? Does your copy roll naturally off the tongue?
If you’re going to tackle your own blogs and newsletters, make sure the writing sounds like it came from you (you the person and you the company). The copy needs to be crisp and compelling, of course, and well written. But it’s just as important that you get the tone right. As much as the content matters, the tone and rhythm of your words matter just as much.
If it’s not a natural talent, you’ll know it’s something you should outsource.
(c) 2015 Margie Dana
If you need help developing great content, get in touch, and thanks for reading.