Want better results? Make your content likable and linkable

Like a great unpublished novel on a closet shelf, your terrific writing might not be reaching its audience

If there’s one area where journalists and public relations professionals are in complete agreement, it’s around writing quality. Whether you’re writing articles, blog posts, e-mails or subject lines, great writing trumps all.

If your writing is exceptional, more of your articles will get read—and more of your pitches will be spared from the delete button. Unfortunately, great writing skills are only half the equation today. If you want to drive results with your content, your writing needs to be engaging, interesting, relevant and compelling, but also linkable.

Linkable content is about writing content people will want to link to. Content they will share with others, who in turn share with others. This is how your content goes viral and reaches the maximum number of people possible. Isn’t that what you’re writing for in the first place? It should be.