Why? Because no one reads boring content. Because you don’t exist if we can’t see you on the web and we can’t see you if no one is reading or sharing your content. Because not only is content king, content is fuel, power and influence, and most of all, great content is cool.
If you think great content only comes out of the mouths of blogging babes or hipster urban groovers you are wrong. Content needs to be for everyone, and make everyone feel as if they are part of the conversation. Hipster content alienates 90% of the web population and besides, who actually is a hipster? Likewise, talking down to everyone as if they are lowest common denominator Fox Fodder isn’t going to make anyone feel great about being part of your conversation either. Never underestimate who your reader is.
Specialism is great, unless only five people read your posts. Being really knowledgeable is great, unless no one is interested in what you know about. But the post that mixes great knowledge and specialist ideas along with practical unpretentious advice and know-how will get read and shared. After all, it’s a well known fact that perceived usefulness always outweighs potential ease-of-use problems. (If you want to check that out, go and Google the Technology Acceptance Model, initially the brainchild of Fred Davis in 1989 (http://en.wikipedia.org/wiki/Technology_acceptance_model).
So people, get practising your writing because web writing is everything.