4Cs of Writing Engaging Content

Pen is mightier than the sword we all have heard about this metonymy adage. It says that writing is more effective than violence. Without the knowledge of sword fighting, the sword is just a mere useless object. Similarly, without the knowledge of writing better content, pen will be just an object without life. Content is and has always been the greatest force in the history of communication. Content writing gives life and power to the pen. The greatest speech of India The Quit India Movement by Mahatma Gandhiji, Barack Obamas speech The Change which made him the president of the United States, Rabindrath Nath Tagores Indian National Anthem Jana Gana Mana and worldwide sensation 'Why this Kolaveri Di song had one thing in common, the quality content which connected and inspired audiences.

What makes powerful content? What makes content engaging and inspiring? Well to

understand these questions, you need to look into 4 essential ingredients or 4 Cs

listed below which makes the above mentioned epic content examples so

monumental in itself.

1) Connection: The content which meets the requirement of the audience. The

content which links or relates to audiences need, desire and perception. The

content of Mahatma Gandhi speech connected to the audience, the freedom

fighters, who were desperate to fight for the country.

2) Clarity: The content should have clear objectives or key messages which

should be imparted to the audience. At the end of reading the content or

listening to the content, audience should have a take-home message.

If you look into Martin Luther King Jrs electrifying I have a Dream speech. It

had a clear objective or a key message that all people are created equal.

3) Curiosity: The content which builds interest and is thought provoking. It

makes the audience to listen more and persuades them to unravel the hidden

message behind the content. The content of Why this Kolavari Di song built

interest even in the mind of the audience who did not know the English

Language.

4) Consistency: Key message, key points or keyword in the content are

deliberately repeated to make the content stick into the mind of people. US

President Barack Obama used the keyword Change 12 times in his victory

winning speech.

Today in the Digital era, with the evolution of internet, social media and smart

phones content is easily accessible anywhere and anytime. The challenge for

todays content writers is to connect to the audience and evoke curiosity in

very short span, in a matter of few seconds by being crisp and clear. As sword

fighting requires essential ingredients like Glide, Block and Lunge to knock

the opponent, content writing also requires elements like Connection, Clarity,

Curiosity and Consistency to make it powerful and engaging.