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The lion and mouse parable is perfect for describing the true potential of social media. Many businesses still don't get the give and take of it. They are using social media to listen or to promote their own content. But I think the majority still don't trust or understand the benefits they can derive from interacting in a personal way and answering specific questions and concerns with honest responses.

As to money in content creation, I don't think all businesses need to pay professional writers to write comments on other blogs or forums, or post on FB or Twitter. If this is all someone does, it's hard to avoid the conversation sounding like a PR pitch.

But I do think there is money to be made in writing other content, such as articles, case studies, videos, audios and, in some cases, blogs. The quality of the writing reflects the quality and professionalism of the organization. And good writing is still a skill, if not an art, that most people haven't developed.

Unless a business is so wonderful and unique that it sells itself, it can't compete on the internet with untargeted and sloppily written copy. There's too much competition. Successful companies know this and still pay good money to get good content.

The more sharply focused your target audience, the easier it is.

We all love an underdog story (at least in Philadelphia), or a David and Goliath tale of hope and justice, but sculpting these tried and true storytelling devices into a value proposition takes, well, good writing AND good storytelling craft.

That's why it's critical to identify and develop an intimate understanding of your target audience before crafting your message and story, and then have somebody with some genuine skills write that puppy.

And no, I don't think there's a broad opportunity for revenue simply from content creation. There are pockets of opportunity where funds are available and decision makers see the value of excellent writing, but most corporations begrudgingly fund marketing, because ROI on marketing dollars isn't always crystal clear, and it's too easy for sales to scoop the credit for revenue capture.

KISS, that's the acronym I've heard for content creation throughout my life as a writer, PR professional and marketer. Keep It Simple, Stupid. It's been a war cry of mine for some time, so I was tickled when I saw your post today.

It seems to me that there are a lot of bloggers and digital communicators that want to be the James Joyce of the Internet community and I see that as a waste. Should you craft an effective story? Of course. Does it need to be so complicated that it takes days to decipher as if it were the Da Vinci code? No.

The questions I ask myself with each post are:
- Am I getting the point across that I intended?
- Will this be beneficial to my readers/clients?
- Is there a way I could make this easier to digest?

People will thank you by continuing to read what you have to say.

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