Today, when you write content, you don’t want it to sound like just another version of the same topic. You don’t want your content to get added to the category of Mirage Content, but you want to focus on crafting engaging content that your readers love to get back to every time.
So, what makes the content great?
Here is a secret formula, just for YOU!
1. Simple Language
2. Conversational Tone
3. Thorough Understanding
4. Visually Attractive
5. Make it Believable
6. Keep it Original
7. Proof Reading is a MUST
Simple Language
Use words that are easy to understand.
Don’t try to impress with complicated vocabulary. Keep sentences short. Even a layperson should grasp your message instantly.
A great example of this is from the Bollywood movie 3 Idiots. Remember the scene where two students define “machines”?
Chatur (Omi Vaidya) gave a technically correct but complex definition. Chanchad (Amir Khan) explained the same concept in a simple, relatable way.
P.S. Even if you have not watched the movie please take a look at the two definitions of the machine.
| Complex Language | Simple Language |
| Machines are any combination of bodies so connected that their relative motions are constrained, and by which means, force and motion may be transmitted and modified as a screw and its nut, or a lever arranged to turn about a fulcrum or a pulley about its pivot, etc., especially a construction is more or less complex consisting of a combination of moving parts, or simple mechanical elements, as wheels, levers, cams, etc. | A machine is anything that reduces human effort. ….. Anything that simplifies work, or saves time, is a machine. It’s a warm day, press a button, get a blast of air – the fan… A machine! Speak to a friend miles away. The telephone… A machine! Compute millions in seconds. The calculator… A machine! We’re surrounded by machines. From a pen’s nib to a pants’ zip – all machines.” (Mimes zipping and unzipping pants) “Up and down in a second. Up, down, up, down.. |
This is the essence of great copywriting, keeping things simple, clear, and relatable. Many successful SaaS brands apply this approach in their content marketing strategies by focusing on clarity over complexity, as seen in 10 SaaS Companies Nailing Content Marketing.
Conversational Tone
Which one is easier?
Presenting a seminar? OR Talking to your friend?
Of course, talking to a friend feels natural. That’s why your writing should feel like a conversation, just like I’m talking to you right now.
Instead of forcing a stiff, formal tone, many SaaS brands use this technique in case studies to engage their audience, as explained in B2B SaaS Case Study Best Practices.
Don’t just do it! But do it right!
Thorough Understanding
You can’t explain what you don’t understand.
Can you write a speech if you don’t know the agenda? No.
Can you summarize a webinar without understanding it? No.
A simple approach that works wonders: Understand first, then create. The approach is best explained in the flow chart below:
Visually Attractive
Look at the following two places.
Place A:
Place B:
Which one catches your attention?
The obvious answer is: Place B.
The same applies to content. Visual appeal matters. Use images, infographics, and formatting to make your content inviting.
Make it Believable
Would you believe me if I said, “It’s night right now”, even when the sun is shining? No.
Would you believe me if I said, “Sugar is spicy”? No.
So, Never furnish the wrong information as it can always be cross-verified.
Well, trueness is one aspect. There is one more important aspect to it. And that’s “How will people believe in your claims and capability?”.
People trust proof. If I say, “I’m a great artist”, you may not believe me. But if I say, “I’m a great artist, and here’s my latest work featured in the Hussain Art Gallery”, that adds credibility.
Whenever possible, back up claims with case studies, data, or real-world examples. Just like the most effective SaaS brands do when showcasing customer success stories. You can find great examples of SaaS case study storytelling here.
Keep it Original Because
CHEATING is not allowed!
GOOGLE knows it all!
You respect READER’s time!
FRESH tea always tastes better!
Proofreading is a MUST
Spelling mistakes, grammar errors, or unclear messaging create a bad impression. And that’s the last thing we want.
Double-check everything before publishing!
Happy Crafting Engaging Content !
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At Concurate, we help businesses craft strategic content that not only ranks but converts. Whether it’s blog posts, landing pages, or sales enablement content, we ensure your content works for your business.
If your organization needs a content marketing strategy that fuels business growth, let’s connect over a short call. Block our calendar today!
