Crescenzo's 4 C's of Content Creation
Today at Ragan Communications' Social Media Conference for PR, Marketing and Corporate Communications, Steve Crescenzo of Crescenzo Communications took the stage to talk about content creation and how to really create good content.
He broke it down into four key areas of focus:
1. Be Concise
People aren’t going to spend a lot of time on our stuff. That's the truth of the matter. As a writer, you need to be shorter, be tighter, and get rid of corporate speak and jargon. Make every word count!
What should you be including? Answer these questions: What? So what? Now what? Highlight what you want them to know, why should they care, and what you want them to do. Nothing more.
Also find a creative way to communicate in a hurry. Try infographics or even a video to really convey information heavy content in a quick and easy to digest way.
2. Be Conversational
People learn more effectively when you talk to them or with them, not at them. Give your audience the opportunity to converse with you. Open the channel for dialogue.
Communications are not meant to be one-way streets, allow your audience to engage with you on a two-way street. Make them feel like they're part of the brand conversation.
3. Be Compelling
Face it. There is so many better things to look at on the internet than what you're doing. There are millions of cat videos and, my fav, domesticated raccoon videos. Give your audience a reason to spend time with your piece of content.
What benefit is your content to them? Why should then spend time with you over anything else? Why should they give you those five minutes of their life?
4. Be Creative
First off you have to be creative to be compelling but you also need to be creating to keep them on the hook. Keep them interested. Keep them engaged through the duration of you content. If you creatively build it, they will come.
Content from this article was inspired by workshops and presentations given at the 2017 Social Media Conference for PR, Marketing and Corporate Communications by Ragan Communications.
Speaker: Steve Crescenzo, CEO, Crescenzo Communications. @crescenzo