This conscious approach to writing develops your ideas and knowledge making you a trusted source – whatever the topic and style of writing.
A content conscious writer considers what and why they’re writing and how it will help their reader. It could be advertising copy written to entice the reader to discover more about a brand. Or a social media campaign that’s part of a wider sales strategy. It’s found in many forms of writing – from product descriptions to novels. The form and length of the content can vary. As can the tone and purpose.
What’s consistent is that the writer understands the value of conscious communication. They’re considering what its purpose is and whether it’s part of a wider strategy. They’re thinking about how they want their reader to feel and what action they want the reader to take. These are key elements of good writing. Conscious content lifts the reader. It can inform them, give them confidence, raise their awareness or entertain.
Truly conscious content requires a little more.
It respects intellectual property
Conscious content is your work. Or if you’re sharing someone else’s work, that’s made clear. Reading is key to developing a deep and broad understanding of a topic. It also informs and improves our writing styles. Good writers are good readers. But the content you write should be yours. It can refer to and be influenced by what you’ve read, but the words are yours – not copied. To take the words of others and not credit them is plagiarism.
The individual or organisation should at least be named. And, ideally, details of where to find the source of their words included. In academic writing there are strict referencing conventions. In digital writing – for websites or blogs – a link can be inserted to the author’s work. If an author is well known for the ideas shared in your writing, a reference to them will do. Doing this, gives credibility to your writing and is helpful for the reader.
It’s helpful
It’s well informed and informs the reader. It doesn’t use negative language or information to create fear and generate interest. Even if a reader chooses not to read your content, seeing your title can affect their day. You know the type of content. A title shouts a quote about a traumatic experience – something like, ‘We thought we weren’t going to get out. It was the worst experience of our lives’. You read the article and it’s some mundane story about a traffic jam in a flooded car park.
The doomscroll is real. The Oxford English Dictionary describes it as, ‘to continually scroll through and read depressing or worrying content on a social media or news site’. It’s caused by the repetition of negative facts and news. Sometimes it’s done to cause fear (to promote a political ideology or to sell a product or service). It can also be unintentional – shared by those wanting to help others.
Studies show the importance of positive messaging to promote new behaviours. Impending doom doesn’t tend to spur lasting action because it makes people feel helpless. This doesn’t mean we shouldn’t share scarily depressing facts and figures. But we can help our reader by suggesting a way forward. By pointing to an organisation that’s making a difference. Or focusing on positive incentives and outcomes.
A content conscious writer will have considered these factors. Is it correct? How can I ensure it’s reliable? Why are we using it? How can I help my reader?
It's reliable
Where did you get your information? If it’s an idea, tell your reader that. Broadsheet newspapers describe these articles as ‘opinion pieces’. They’re valuable and can give a new perspective for your reader to consider. If your idea is shared by others, considered expert on the subject, tell your reader. It adds credibility to your writing and helps the reader find out more. Check they do think the same thing as you. Especially if it’s a controversial topic or one where there may be consequences for the reader if they’re misled (such as financial or health advice).
Check your sources. Have you got the right person and did they say what you’re proposing? Is it a view they’ve shared publicly? Has the information come directly from them and have you found the primary source? It’s the best way to reference an individual’s work. If you take information from a secondary source (a piece of writing referencing them but written by another author) you may have an incorrect quote or misinterpretation of their view. This is common on social media where information is often reposted with no check to ensure it’s true.
It’s best not to repeat facts or figures you don’t know to be true. Truth can be difficult to determine but check if it comes from a reliable source. It’s not enough to say, ‘x said that…’ if x is not a reliable source. A reliable source is an individual or organisation known for expertise in the field (such as the NHS and health).
These organisations can get facts and figures wrong and we can debate them. A content conscious writer has considered them and represented the facts as well as they can. As well as making your writing ethical, it creates trust and confidence in your content. Your readers will recommend and refer to you as a trusted source.
It's accessible
The Guardian newspaper is a well-respected organisation. It has well-resourced and experienced teams of skilful writers. Their journalists use a style guide to ensure their writing is accessible. It doesn’t mean dumbing down or a loss of technical language. Writing about complex issues using accessible language requires skill. As a trusted source of information it’s important they’re thorough, reliable and accessible.
Accessible writing can be simple to achieve. When done well, it doesn’t hinder the reading experience. It’s about improving the reading experience. The word ‘newspaper’ (in the first sentence in this section) helps readers who don’t recognise the name. Accessibility means thinking how you can help your readers without interrupting the flow. This makes your writing more enjoyable to read and makes your point clearer.
Plain English provides accessible writing that aids the understanding of complex topics. It’s important to build trust, to make clear statements, to sell ideas and to aid web reading.
It’s inclusive
Like accessible writing, inclusive writing aims to make all readers feel they belong. Readers want to feel you’re speaking to them.
If you’re writing an article on the menopause, for instance, it makes sense to use examples of how it can affect women. But there may be a wider readership, so gender of the reader can’t always be assumed. When you’re writing about a topic that can affect anyone, it’s helpful for your examples to feature differing genders, ages and ethnicities.
Even if you know your audience well, reaching beyond that readership makes others feel included – extending the reach of your work.
It’s true
Content conscious writers don’t use made up ‘facts’ or repeat phoney claims because it suits them. This is the worst. This doesn’t need much explanation and if you’re reading this article, you’re probably not going to do it anyway. The truth can be subjective. You can get it wrong sometimes. What matters is that you’ve done your homework and you believe it to be both true and helpful for your reader.
Your readers will forgive mistakes if you correct them when you realise. Don’t let it hold you back. Write freely and then check before sharing. Good writing acknowledges opposing beliefs around a contentious topic. This informs the reader of alternative views and gives them the opportunity to find out more. And it gives you an opportunity to contest those beliefs. It also makes you a reliable, trustworthy and knowledgeable source.
The summary
It may seem there’s a lot to consider to ensure you’re content conscious. But these elements are already needed for good writing – helpfulness, reliability, accessibility, inclusion and truth. What’s considered true and helpful is contextual and subjective. What matters is a desire and attempt to represent your subject accurately.
There isn’t a shortcut to writing high-quality content. It takes time, experience and knowledge. This is a continuous journey. As your experience grows, it becomes quicker and easier.
Like most things, it’s worth putting the effort in. The huge benefit of a conscious approach to writing is that it develops your ideas, knowledge and style – making you a trusted source whatever the topic and style of writing.
If you want high-quality content for your business, use a content conscious editor.
