Content creation is an effective yet epic task. It takes up hours of your time and is a massive drain on your marketing resources. Because of this, you want to make sure that it’s useful. But how?
It turns out that creating compelling content that people actually want to read is more complicated than many company owners imagine. If you’re like most professionals, you’re focused on what you know – the nuts and bolts of your business. Your bread and butter, if you will. Content marketing is usually little more than an afterthought.
Get it wrong, and you can waste a tremendous amount of time and money. Get it right, and you can dominate.
The trick to successfully getting people to read more of your content is understanding how people consume material on the web. Most of the people on your site probably aren’t reading every single word that you type. Typically, they’re scanning pages, looking for information they need, and then moving on. Bearing this in mind, therefore, is essential when creating content. Your content needs to have pertinent details highlighted or under particular headings so that people can visually scan your document and pick out the information they need.
That’s just one example. There are many more. Take a look at these ridiculously simple ways to get people reading more of your content and get them closer to conversion.
Start By Using Bullet Points
Using bullet points is a compelling way of engaging your users while at the same time giving them a break from a block of text.
- Bullet points look different from regular prose
- Bullet points break up the text
- Bullet points provide white space
- Bullet points succinctly collect information
- Bullet points help readers to memorize your content
- Bullet points organize all of the most critical information in your post
Enrich Your Text
Photo courtesy of Diggity Marketing
The art of lead magnet creation involves doing much more than writing, say, 1,500 words. It’s also about including a catchy title, moving images, calls-to-action, landing pages, branded document designs and much much more. Creating a visually compelling document is an ideal way to encourage people to investigate more of what you have to say. People want to read articles that tell them about the pictures they’re looking at, for example.
Place Helpful Links Whenever Possible
If you’re writing a blog about a particular food ingredient, it helps to insert a couple of links to recipes that use it. Likewise, if you’re writing an article about personal finance, it might be helpful to give users a link to an investment calculator so they can see how much their portfolio will be worth in ten years.
Placing helpful links is helpful to users and helpful to you too. People will want to come back.
Double Check Your Formatting
Once you’ve written your article using the advice above, double check it to see whether the format actually communicates your core message. Put yourself in the shoes of your reader and ask whether they can glean the information they need.