Show, Don't Tell

By Pattie Griffin

We have heard the saying content is king. But what makes it king and how do organizations get there? For many organizations, especially non-profits like the Y, we all wear many hats and writing good content can sometimes be a challenge.

To overcome that challenge it is important to know the key elements of good content that make it king. With good content established your ease in developing web sites, social media posts, program descriptions, messaging for public relations becomes a snap.

A basic foundation for developing good content is to SHOW…don’t TELL. Many websites tell what classes they offer, when they are, where they are etc. But what they forget to include is why this is important, the benefits, and what others are saying. The why can best be shared by SHOWING the reader through information that shares the experience and research of others and other organizations i.e. testimonials, stories, or quotes. It can also include the sharing of community recognitions and accomplishments of staff and volunteers. SHOWING the reader through links or the sharing of other references that educate on the importance of and how this makes a difference helps to build trust and offers credibility to the programs.

A few key points to remember:

• Include the who, what, when, where and why
• Educate
• Build trust and connectivity
• Keep it short
• Remember social media is about the conversation
• The ultimate goal of all communication is to drive the reader to your website and to take action

If you would like assistance with your content development please contact Pattie Griffin Communications, LLC at 312 343-6520 or by email.