why good content matters

A large private organization wanted their website to be ‘content driven’, inspired by a similar company abroad.Visuals and content. Or in one word, content. Content is what visitors face when they open web pages, emails, or pdf reports. Companies, publishers and writers therefore go to great length to ensure everything is fine. Good content is not limited to branding or creative thinking. At the ground level, there are some fine reasons to care about the language that represents people, products and services. The right language builds a community. This is probably the major underlying motivation behind all of branding and advertising. People recognize, connect and thereby trust your services and work based on how you talk to them. We were once told in a school class how people in the rural areas consumed retail products but had no real idea what the city life oriented advertisements depicted. It was obviously too remote then, but not now. Credibility is the first to go when errors creep into content. Especially when...
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Jargon is king, wants to conquer every written territory

Or give them a headache. Or leave a bad taste in the mouth. People who are doing this are not on Facebook or Buzzfeed or writing on fashion and lifestyle blogs. This kind of business speak is the norm in an awful lot of websites of businesses and industries. It’s shorthand and generic. Like ‘key competencies’, ‘enhanced quality’ and ‘optimized solutions’. Sounds sweet? Just two words doing the work of at least ten. After all, they said brevity was the highest mark of craftsmanship in writing, didn’t they? The damage adjectives can do But they also said, ‘kill adjectives’. Key, enhanced, optimized – they pump in a whole lot of air. I collected a lot of such terms, called jargon (in its avoidable version), while recently doing a light review of nearly fifty manufacturing and heavy industry websites. Most of these terms occurred on the About Us pages. The list is given at the end of this article. Complaining against jargon has become old hat, I know....
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