Cheryl Marting, our chief connections officer, sends me links all the time related to her expertise in connecting people and communication to vision.
Today she sent me a post by copyblogger that defines killer content by three words: clear, concise, and compelling. (We use these three words plus catalytic + contextual for the standard of good vision communication in Church Unique.) This quick read is great. Check it out.
My favorite contribution is the advise on SEO copyrighting: "Forget about it. Seriously. If you focus on writing clear, concise and compelling copy, you will naturally write keyword-dense copy. You'll naturally write for the search engines."