I don’t like the word ‘content.’ To me, it’s in the same category as ‘moist’ for some or how others detest ‘networking.’
I don’t like categorizing writing as content because it demotes story.
My job is to tell stories – stories that are relevant and reach people in a positive manner. I have learned that in order to be good at my job, everything I write needs a human element, whether it’s a media pitch, copy for a website, or a speech. Content does not always make that connection.
To drive home the point, take a look at two versions of the same hypothetical lead:
Firefighter saves 46-year-old woman from burning house. All of her belongings are gone except for the clothes on her back.
Sarah Carpenter is thankful to have the clothes on her back after her home was burned to the ground.
Telling a story is simply more powerful.