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How to Defeat Six Fierce Opponents of Compelling Content

February 8, 2012  

Clear content comes from focus and clear thinking. Unfortunately, focusing on the task at hand is not always easy—nor is clear thinking when you're confronting a nasty set of opponents intent on undermining the creation of compelling content.

Here's a quick look at six common saboteurs of your content—and ways to overcome them—based on advice that Suzan St Maur offers in a MarketingProfs article titled "Overcoming the 6 Enemies of Good Marketing Messages."

A sense of urgency. Because we can send messages immediately after writing them, folks erroneously think we should. Take time to craft and review your message, and resist the urge to buy into others' sense of urgency, too. "There aren't many opportunities that can't wait five minutes," says St Maur. Use those few minutes to catch your breath and gain perspective.

Procrastination. Though the opposite of urgency, procrastination—reacting only when you absolutely have to—isn't helpful, either. Develop that piece of content too early, and you risk overworking it into pabulum. Wait until a deadline is breathing down your neck, and you risk creating sloppy content. "Don't let deadlines drive you. Take the wheel and drive them, without rushing, but with just enough time pressure to focus your mind sharply on getting your message right," St Maur suggests.

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