The 3 C’s of making your Content Attractive: Clear, Concise and Creative

An issue that many businesses have in creating content to promote themselves or place on their website is that they don’t know where to begin. Every firm is unique and should have a bespoke style or nature to their content but it can be helpful to have some rules or guidelines to follow when it comes to creating content.

For many content specialists, the 3 C’s is the ideal starting point for creating attractive and effective content. The 3 C’s are:

• Clear
• Concise
• Creative

When you keep these issues in mind, you improve your chances of engaging your audience in the correct manner and getting your point across. Whether you create your own content or you hire a specialist to bring your content to life, these three points are the starting point for creating attractive content that develops and grows your business.

When it comes to being clear, you should know what you want to say and you should say it in the most effective and straightforward manner. When you want to engage your audience or convince them to buy from you/hire you, you want to provide these reasons in an obvious manner.

This means rather than rushing into creating content, spending time thinking about who you are, what you want to say and who your audience is will help you provide clear content for your audience. A company that provides complex legal or tax solutions to high-end companies has a very different aim, product/service and market than a company that offers a fast moving consumer good.

It is not that one firm, product or service is better than the other, but it is obvious that these different sectors require a very different approach when it comes to the content the audience wants to read. This is why it helps to be clear because it will ensure your business gets its message across in the most appropriate and effective manner.

In the digital era, you don’t have a lot of time to make an impression on your audience. This means your content has to be concise. Get in, say your piece, make your argument and get out quickly. This should be your motto when it comes to social media content or content on your website landing pages. If your message isn’t compact and concise to say everything it needs to say in a few sentences or a few paragraphs, you may need to rethink your message.

Clearly there will be times, such as your overall website content or in printed documents, where you can talk for longer or expand on certain points, but you should always be concise. In all of your content, you should be thinking do you need to say this or does the audience want or need to say this? If yes, then say it. If no, you should seriously consider leaving it out.

When it comes to making an impact or drawing people to your site, you need to make a strong impact. There will be plenty of time to be expansive at a later date but when it comes to developing your audience, generating traffic, generating leads, building your brand and ultimately making sales, you need to be concise.

The final C is the one that people find the most fun, but it is also a step that many people stumble on. It is often more difficult to be creative than you would think, especially when you want to promote your business in an effective manner.

Again, start from a position where you review your business and your audience. Knowing who your audience is, how they are likely to be most engaged and what brand you want to develop are all key aspects in being creative content. A company that is looking to be seen as being light-hearted and fun will have a very different approach to a company that wants to be regarded as dependable and reliable. You can be creative in your output for both of these firms but obviously the way that you will be creative will be very different.

Don’t be afraid to experiment and try ideas that will promote your business, engage people and promote your company in the way that you want to be seen.

When you break your content down into the three C’s, you’ll find it becomes much easier to produce attractive content that is right for your business and audience.

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Written By
Ian Watson
Agent Content