Click here to learn more about author Dr. Rahul Razdan.
There are two ways to become a better writer, requiring every would-be scribe to read (and read often and expansively) and write with the regularity necessary to tighten, intensify and beautify one’s prose. But Big Data now offers a third option to writing with the sort of conversational ease and fluency that gives a writer a voice and an audience. By having data reveal the language of the Web, by having it reveal the tone and context of real-time dialogues among critics and consumers alike, marketers can know what to say and how to say it.
Think of this example as the literary version of prose by numbers, where, by following the areas to fill with the corresponding passage about, say, corporate values or brand integrity, a user can create a verbal portrait that is as eloquent as it is effective; as luminous as it is lucid; as fluent as it is functional; as inspiring as it is influential. Thus, the otherwise pedestrian writer becomes an author of depth and breadth, thanks to the power of Big Data.
That this opportunity is available to all, that there is an affordable way to have professionals undertake this assignment on behalf of an entrepreneur or small business, marks a transition for the better regarding online communication in general. In this scenario, there will be less junk; less of the mass produced material that emanates from content mills, whole warehouses of workers banging on keyboards, and more respect for the substance – and style – of quality writing.
Please note: This phenomenon is not a reason to read or write less; it is, instead, a chance for amateur writers to elevate their skills by seizing the intelligence Big Data contains. For we should all be literate citizens with a passion for reading, while we simultaneously use technology to enhance our skills and refine our abilities.
Companies should applaud this milestone, too, because it represents a new way to reach consumers by appealing to their hearts and minds. For that is what good writing does: It makes us appreciate an exquisitely wrought sentence, which is delightful to savor and serious enough to sample by means of deliberation. Put another way, good writing makes us feel as much as it makes us think.
By democratizing this process, by making Big Data accessible to all, we can transform marketing from a very hit-or-miss art into more of a scientific discipline. The artistry of the writing would remain, which should give solace to every aspiring or somewhat cynical copywriter, while making the message (courtesy of Big Data) more effective.
And, by offering these benefits to businesses both big and small, by leveling the imbalance between the energetic entrepreneur and the established executive, we all get the reward of becoming – by ourselves or through a group of chosen surrogates – better writers on behalf of our respective brands.
At a time when teachers complain of a decline in literacy, and professors bemoan a slide in the quality of the writing that populates everyday correspondence and online communication, Big Data arrives to preserve the sanctity of language.
We should celebrate this moment for the cultural feat it promises to be, as well as the economic opportunity it already is. The data of so many ones and zeroes translates into the prose of paragraphs of poetic license and personalized messaging.
This union of science and the humanities is one we should maximize.
We should leverage these strengths, and emphasize the character of our content, so everyone prospers.
Big Data writes this story.