In an era where video and audio content seem to rule the internet and where AI can generate pages of text in seconds, it’s reasonable to wonder: does the written word still matter?
As a content marketing company focused on sharing great ideas through writing, we may be slightly biased. But hear us out. No matter which side of the table you’re on—writer or reader—there is still undeniable value in the written word.
Writing Helps Us Think More Clearly
When ideas stay in our heads, they can remain comfortably vague, untested and undefined. Talking those ideas through with others is one way to make sense of them, but it’s not always as helpful as we might expect. Communicating out loud unwittingly introduces variables—facial expressions, tone of voice—that can distract from our words, alter their true meaning, or compensate for imprecise language and underdeveloped ideas.
Writing is unique, in that it forces you to confront our thoughts head-on and leaves you no choice but to grapple with them. When you’re writing, it’s easy to see where your logic breaks down and where the connective tissue between your concepts is missing.
The process can feel frustratingly unforgiving, but it’s all in service of sharpening your thinking. When you get to the other side, your thoughts and ideas make sense in a way that they didn’t before, and that newfound clarity reverberates everywhere.
When Accuracy Matters, We Put It in Writing
It’s no coincidence that contracts and legal agreements are communicated in writing. When you need a credible reference point that cannot be left to interpretation, writing allows you to slow down and be deliberate. It’s how you arrive at precisely the right words to convey what you mean with accuracy and clarity.
In high-risk industries like healthcare and pharma or legal, sharing incorrect information could have significant consequences. Whether communicating the details of a new medication or offering a forward-looking perspective on the future of an industry, the language used matters. Words must convey what you actually intend to communicate—and writing is a reliable way to achieve that goal.
Writing Respects the Audience’s Time
Audio and video content is everywhere, and consuming it can be enjoyable and edifying. But these formats often require more time than an audience is willing to give. Have you ever come across a video that was just a little too long—and where you couldn’t pinpoint where the information you wanted appeared? These formats are entertaining, but they’re difficult to return to as reference points.
The beauty of written content is that it allows the audience to control their experience in a way that other formats don’t. You can set your own reading pace, skim an article, skip to the section that interests you, pause on a sentence that grabs your attention without missing what comes next. And if you want to refer back to something you came across later, revisiting an article is much quicker than rewatching a video or relistening to a podcast.
Writing Is the Foundation of Other Content
Different communication mediums serve different purposes, and we’re not here to discourage anyone from taking full advantage of them. In fact, we’ve had great success with our own podcast, Expertly Said.
But here’s the thing: even our podcast uses writing as its foundation. We have a basic script and notes for each episode…in writing. We send guests a list of questions to help them prepare ahead of time…in writing. The same principle applies to video content: most videos start as written scripts.
Writing is often where the real work begins—where ideas are strengthened and refined until they’re ready to make their way into other communication mediums.
Get Support with Written Content
Like anything that provides value, writing requires effort and commitment. At Every Little Word, our content programs help busy marketing and communications teams publish written content consistently to earn the attention and trust of discerning audiences. Book a call today to learn more.
