{"id":22969,"date":"2021-03-21T06:43:31","date_gmt":"2021-03-21T10:43:31","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=22969"},"modified":"2022-07-04T07:01:50","modified_gmt":"2022-07-04T11:01:50","slug":"why-creative-content-writing-is-important","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-writing-is-important\/","title":{"rendered":"Why creative content writing is important"},"content":{"rendered":"<h2>Grab attention, keep it longer, communicate better &amp; more<\/h2>\n<p>My crotchety neighbor likes to quote his favorite philosopher, Anonymous:<\/p>\n<figure id=\"attachment_29731\" aria-describedby=\"caption-attachment-29731\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29731\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-writing-is-important\/creative-content-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-content-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;EnLightening&lt;\/strong&gt; Creative material enhances credibility, gets shared, gets people to read longer \u2014 even slashes burnout and boosts performance.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" alt=\"Creative content writing\" title=\"Creative content writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-29731 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29731\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-writing-is-important\/creative-content-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-content-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;EnLightening&lt;\/strong&gt; Creative material enhances credibility, gets shared, gets people to read longer \u2014 even slashes burnout and boosts performance.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png\" alt=\"Creative content writing\" title=\"Creative content writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-29731\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-writing-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29731\" class=\"wp-caption-text\"><strong>EnLightening<\/strong> Creative material enhances credibility, gets shared, gets people to read longer \u2014 even slashes burnout and boosts performance. <a href=\"https:\/\/www.istockphoto.com\/photo\/hand-of-a-businessman-drawing-lightbulb-gm184354938-17512478\" rel=\"noopener\" target=\"_blank\"><em>Image by TommL<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">\u201cIf a man speaks in the forest, and no woman is there to hear him, is he still wrong?\u201d<\/h5>\n<p>For communicators, the question is a little different. David Murray, executive director of the Professional Speechwriters Association, says:<\/p>\n<h5 class=\"standalone\">\u201cIf nobody hears your strategic messaging, does it make a sound?\u201d<\/h5>\n<p>The biggest risk in communications is not that we might offend someone with creativity or write something that\u2019s eye-rollingly goofy. The biggest risk communicators run is that we never get heard at all.<\/p>\n<p>How do we engage people and get them excited about our content? The key is to make our content more creative.<\/p>\n<p>Whatever type of content you\u2019re creating \u2014 from long-form blog posts to teeny tiny social media updates, from content marketing pieces to speeches, from web pages to white papers \u2014 you\u2019ll create more successful content when you make it creative.<\/p>\n<h3>200 years of research<\/h3>\n<p>In the early 19th century, German philosopher Johann Friedrich Herbart said that interest leads to understanding, learning and memory \u2014 and even inspires readers to learn more.<\/p>\n<p>For nearly 200 years, researchers, philosophers and communicators have seen the link between interest and learning.<\/p>\n<p>One of those researchers is Suzanne Hidi, associate member at the Ontario Institute for Studies in Education\u2019s Centre for Applied Cognitive Science. In \u201cInterest and Its Contribution as a Mental Resource for Learning,\u201d she presents a research review on how interest helps people learn.<\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/concrete-details\/\">Interesting copy<\/a>, according to Hidi\u2019s review of the literature:<\/p>\n<ul>\n<li><strong>Encourages reading and improves comprehension<\/strong> (Hidi and Baird, 1986)<\/li>\n<li><strong>Increases understanding<\/strong> (Bernstein, 1955)<\/li>\n<li><strong>Aids in learning<\/strong> (Hidi and Baird, 1986; Shirey and Reynolds, 1988)<\/li>\n<li><strong>Helps people remember<\/strong> (Hidi and Baird, 1988)<\/li>\n<li><strong>Helps readers to come up with fuller, better and more creative responses<\/strong> (Bernstein, 1955)<\/li>\n<\/ul>\n<p>And that, of course, will dramatically increase your business success.<\/p>\n<p>Why creative content writing? Because creative content:<\/p>\n<h3>1. Grabs attention.<\/h3>\n<p><a href=\"https:\/\/www.wyliecomm.com\/2022\/02\/what-is-information-overload-in-communication\/\">Our readers receive the data equivalent of 174 newspapers a day<\/a> \u2014 ads included, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\n<p class=\"imagep\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25569\" data-permalink=\"https:\/\/www.wyliecomm.com\/expectation-of-reward-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"expectation-of-reward\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;More gain, less pain&lt;\/strong&gt; The Fraction of Selection model shows how readers choose what to read. &lt;em&gt;Image by Ann Wylie&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" alt=\"\" width=\"533\" height=\"300\" class=\"aligncenter size-full wp-image-25569 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward-300x169.png 300w\" data-sizes=\"(max-width: 533px) 100vw, 533px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 533px; --smush-placeholder-aspect-ratio: 533\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25569\" data-permalink=\"https:\/\/www.wyliecomm.com\/expectation-of-reward-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"expectation-of-reward\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;More gain, less pain&lt;\/strong&gt; The Fraction of Selection model shows how readers choose what to read. &lt;em&gt;Image by Ann Wylie&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png\" alt=\"\" width=\"533\" height=\"300\" class=\"aligncenter size-full wp-image-25569\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/expectation-of-reward-300x169.png 300w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/noscript><\/p>\n<p>How do they sort through all of that incoming to select the tiny fraction of pieces they\u2019ll actually read?<\/p>\n<p>They ask what they\u2019ll get out of it versus what they have to put into, according to communication theorist Wilbur Schramm\u2019s Fraction of Selection Model. (Or \u201cexpectation of reward divided by effort required,\u201d in Schramm\u2019s words.)<\/p>\n<p>One of the key rewards of reading is entertainment. That\u2019s another reason a high-quality content strategy includes creative content writing.<\/p>\n<h3>2. Keeps attention.<\/h3>\n<p>Creative material also keeps attention \u2014 through the piece and over time.<\/p>\n<h5>\u201cMake the important interesting.\u201d<\/h5>\n<h6>\u2014 James Fallows, national correspondent for <em>The Atlantic Monthly<\/em><\/h6>\n<p>That\u2019s one reason the entertaining feature-style story structure outperforms the boring inverted pyramid in study after study.<\/p>\n<p>That means the communicator\u2019s job is to \u201cMake the important interesting,\u201d says James Fallows, national correspondent for <em>The Atlantic Monthly<\/em>.<\/p>\n<h3>3. Communicates better.<\/h3>\n<p>Some concepts you can only explain through <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/\">creative writing techniques<\/a>.<\/p>\n<h5>\u201cAnyone who tries to make a distinction between education and entertainment doesn\u2019t know the first thing about either.\u201d<\/h5>\n<h6>\u2014 Marshall McLuhan, communication theorist<\/h6>\n<p>For instance, former surgeon general C. Everett Koop once compared a sophisticated technique for correcting an undeveloped esophagus to \u201cthreading together two wet noodles in the bottom of an ice cream cone with your eyes closed.\u201d<\/p>\n<p>That\u2019s a concept you can only communicate to a lay audience by using the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-write-a-metaphor\/\">creative technique of metaphor<\/a>.<\/p>\n<h3>4. Enhances credibility.<\/h3>\n<p>People are more likely to believe information if it\u2019s presented as an anecdote than if it\u2019s presented as a number, according to Peg Neuhauser\u2019s <em>Corporate Legends and Lore<\/em>.<\/p>\n<h5>\u201cThere are three kinds of lies: lies, damned lies, and statistics.\u201d<\/h5>\n<h6>\u2014 Mark Twain<\/h6>\n<p>Why are stories more credible than statistics?<\/p>\n<p>One reason is the <a href=\"https:\/\/revvingupreadership.com\/2018\/07\/find-a-poster-person-for-your-next-pr-piece\/\" target=\"_blank\" rel=\"noopener noreferrer\">Peer Principle of Persuasion<\/a>: People connect with people. Readers find messages more readable, understandable and persuasive when you let a person stand for your point. That\u2019s one reason <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/human-interest-stories\/\">human interest is so persuasive<\/a>.<\/p>\n<p>And why are statistics less credible than stories?<\/p>\n<p>Your readers have learned not to trust every number they encounter. \u201cThere are three kinds of lies,\u201d as Mark Twain said back in the day. \u201cLies, damned lies, and statistics.\u201d<\/p>\n<h3>5. Lingers longer in the readers\u2019 mind.<\/h3>\n<p>People are more likely to remember creative content than boring content.<\/p>\n<p>One reason, according to Neuhauser: People process just plain facts in one way \u2014 intellectually, it goes through their brain. But they process <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/\">the creative technique of storytelling<\/a> in three ways:<\/p>\n<ol>\n<li>Intellectually<\/li>\n<li>Visually<\/li>\n<li>Emotionally<\/li>\n<\/ol>\n<p>That\u2019s three ways readers can tamp it into their minds \u2026 and three ways they call pull it up later, when they want to remember the story and its point.<\/p>\n<h3>6. Gets shared.<\/h3>\n<p>If you want your message to get shared, you need to give readers something worth sharing. People are likely to share humor, stories and other entertaining elements.<\/p>\n<p class=\"imagep\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/sharing-top-3.png\" alt=\"\" width=\"534\" height=\"300\" class=\"aligncenter size-full wp-image-26096 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 534px; --smush-placeholder-aspect-ratio: 534\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/sharing-top-3.png\" alt=\"\" width=\"534\" height=\"300\" class=\"aligncenter size-full wp-image-26096\" \/><\/noscript><\/p>\n<p>People are most likely to share information, according to research by Chadwick Martin Bailey:<\/p>\n<ul>\n<li><strong>Because I find it interesting\/entertaining<\/strong> (72%)<\/li>\n<li>Because I think it will be helpful to recipients (58%)<\/li>\n<li><strong>To get a laugh<\/strong> (58%)<\/li>\n<\/ul>\n<p>But when was the last time you had some friends over for a pitcher of your signature margaritas, and you all spent the evening batting around a few good statistics?<\/p>\n<p>If you want people to share, give them something shareable.<\/p>\n<h3>7. Slashes burnout, improves performance.<\/h3>\n<p>Content writers enjoy creating content that\u2019s entertaining more than hashing out the same, old Ws and H again and again. That means they\u2019re more likely to stay engaged with their work when they\u2019re flexing their writing skills.<\/p>\n<p>That\u2019s a win-win for employers as well as communicators.<\/p>\n<h3>8. Sells products, services, programs and ideas.<\/h3>\n<p>As midcentury adman David Ogilvy said:<\/p>\n<h5 class=\"standalone\">\u201cNobody ever sold anybody anything by boring them to death.\u201d<\/h5>\n<p>Want readers to buy your Whozit or Whatzit? Choose creative content writing.<\/p>\n<h3>Learn more about creative content writing.<\/h3>\n<p>Find out about:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-process\/what-is-the-creative-process\/\"><strong>A creative process<\/strong><\/a> for coming up with better topic ideas and other concepts<\/li>\n<li>How to <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-for-the-web-and-mobile\/seo-tips-for-writers\/\"><strong>optimize creative content for search engines<\/strong><\/a> and real readers<\/li>\n<li>How to write with <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-make-writing-more-descriptive\/\"><strong>description<\/strong><\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/\"><strong>wordplay<\/strong><\/a> and <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/\"><strong>other creative techniques<\/strong><\/a><\/li>\n<\/ul>\n<div id='MC-AOS_OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-38\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Grab attention, keep it longer, communicate better &#038; more<\/p>\n","protected":false},"author":6,"featured_media":29731,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[170],"tags":[312,178],"class_list":{"0":"post-22969","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-creative-copy","8":"tag-creative","9":"tag-creative-copy","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why creative content writing is important<\/title>\n<meta name=\"description\" content=\"EnLightening: Creative material enhances 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