Content, I crown thee King

On May 6, Google pronounced that on the web, content truly is king.

Actually, Google said:

“Search is a complicated and evolving art and science, so rather than focusing on specific algorithmic tweaks, we encourage you to focus on delivering the best possible experience for users.”

I’d like to make a pronouncement of my own:

Content is king, queen and the whole court, and not just on the web, but in/on any platform/vehicle you’re using to reach your audience.

Writing an e-newsletter? Without good content, no one will care to read it.

Designing an annual report? Although few people read annual reports anyway, you have absolutely no chance if your content is stuffy.

Spiffy new brochure? What does it answer that your audience truly wants to know?

Great content is provocative, personal. It answers questions and solves problems. It’s clear, easy to read, informative and involving.

What great content is not: Jargon-filled. Self-congratulatory. Written to please anyone other than the intended audience. (Sorry, managers.)

I’ll leave you with an example. A couple of years ago, the Mayo Clinic’s website won an award for its use of clear, compelling content, as in: “Although there are some genetic and hormonal causes of childhood obesity, most excess weight is caused by kids eating too much and exercising too little.”

Another hospital describes childhood obesity like this: “Genetic factors play a role in a child’s risk of being overweight, but obesity rates have tripled in the past 30 years, while genes have not changed. That means that the recent widespread obesity problem is primarily caused by environmental factors. … What we’re eating, how active we are, our family structure.”

Which is more memorable, provocative, personal and informative?

Which example most closely matches the way you or your organization writes?