One of the most common questions in content marketing is, “What is high-quality content?” Unfortunately, there is no simple answer. Quality has technical aspects, such as grammar, as well as more qualitative dimensions, such as whether your business’ story moves readers on an emotional level.
This post will discuss a very important aspect of business storytelling: clarity. Clear writing may not be the single, defining element of quality, but without it, readers are unlikely to be persuaded by your story — or take action on any business purpose that stands behind it.
Clarity’s enemy No. 1: Business buzzwords
Using buzzwords is often a consequence of lazy thinking. Consider a word that has been driven into the ground: solutions. When a company says it offers SEO solutions, or packaging solutions, or accounting solutions, what is it really telling you? The phrase says nothing about the company’s product, service, brand, or value. When going down this road, your company should simply say it sells SEO, packaging, or accounting.