A Primer for Writing Promotional, Informative and Entertaining Content that Captivates Readers

Tweet I recently got an email forwarded to me originally from one of our Research Partners. In it, there was a question: Could you give me a little primer on what you consider best practices in writing promotional, informative and entertaining content that captivates readers? What follows is Part I of my answer to that question …   Let’s Rephrase the Question When my mother-in-law (read: least likely person to read this post) Googles something, it’s always painful for me to watch. She’s one of the more intelligent people I know, but she doesn’t really have a clue how Google works. Usually, when she searches, she goes either too specific or too broad. She’ll search “psychology books,” when what she really wants are books about the plasticity of the brain and how to change thought patterns. Or she’ll search “turquoise curtains” when what she really wants is to look at a large variety of blue curtains in a range of blues. Of course, it’s not just my mother-in-law. We’re all guilty of this in one way or another. “There are no stupid questions” has become so embedded in the American consciousness that most don’t think to question it. While I agree with the spirit of the phrase, the truth is, some questions are better than others. Some questions get us the answers we want, and some don’t. In this case, I’m going to assume that what you really want is to be a better content developer, advance your career and,…
Source: Marketing Experiments
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