Put some content in your content

My old voice teacher had a saying when students were singing, but not giving out that quality, robust sound they could be. She'd shout out, "put some sound in your sound!"

In singing, you can tell when the sound is hollow, and she could tell when we had more to give. It's hard to explain exactly what you needed to do to make it fuller, but that phrase had something to it. You were singing, but there was something missing - you needed more sound in your sound.

Writing can be similarly hollow in its quality and feel, leaving you lacking satisfaction.

Putting lots of words on a page is one thing, but does it really mean anything? Does it say what you're trying to say?

I often find that people write in such a way that the end result is.... empty. Their statements are noncommittal. Their points are never fully made. Their focus is fuzzy. It's such a waste of good writing!

Now, I admit I fall victim to this on occasion myself. It's especially likely when I am writing about something unfamiliar, or I haven't quite settled on an angle to help me dig into a topic. The more undecided or uncomfortable you are, the more likely your content will also be uncomfortable.

Whether you're writing blog posts, ebooks, or press releases, your content needs to have a purpose and say what it's meant to say.

So how can you put more content in your content?

• Have a thesis. This one goes back to the good old days in school. But your English teachers had a point! A thesis creates a focus for your writing, around which everything should revolve. Doesn't tie back to your main argument? Doesn't belong in this post. It's that simple.
• Don't be vague. The death knell of any piece of writing is the lack of any real statements. Sentences dance in circles around a point, teasing at its existence, but never quite saying what they really mean. Spit it out! Don't be afraid to say it outright - your content will be all the better for it.
• Have actual supporting points/statements. Making an argument is great, but can you back it up? A one sentence statement doesn't have the impact or clarity that a statement, followed by supporting information does. Make your claim and then stand by it with good reasons.
• Use concrete examples. On that note, find examples! Nothing makes your case better than a (clearly explained) case study outlining the very situation or cause-and-effect you're trying to discuss.

and most importantly

• Say why it matters. So you've presented an argument, made your case, and supported it with strong statements and clear examples to illustrate your point. Now what? Your great points fall flat if you can't tell your audience why they should care. You should always say it outright when there's a benefit or key takeaway to be had from your point, even when it feels like stating the obvious. It provides a sense of closure (a conclusion!) and you never know when someone may not have followed your sense of reason all the way to the finish line. 

Put some sound in your sound! Make sure your writing is clear, concise, and describes things explicitly. Your customers (and your bottom line) will thank you.