After reading another “spot on” blog post from Neil Patel, I am convinced that people need to pay more attention to what type of content they are putting out into the World Wide Web. Neal points out that your content is what drives more traffic, more shares, more engagement and better conversion rates.
What Type of Content is needed?
This content needs to resonate with the people you are writing for because people relate to not just what you write but to how you write. Write like you are talking just to them. When you write in this way, it will attract more converts. Compelling content engages people. It pulls them in so they pay more attention and eventually trust what you are writing. And when they learn to trust you which leads to more subscribers, more leads and eventually more sales.
Just like a novel that moves people’s emotions, your content should make the readers feel something. When you write your blog it should make them care about the content and that is what makes them take some sort of action. So if you are writing good content, you have to include something that distracts, entertains, and inspires the reader in a positive manner.
Neil Patel’s Blog Post entitled, The 8 Underused Components of Compelling Content that Readers Love is full of useful tips such as the ones below. For his full Blog Post go to the link above.
Setting the Stage With a Sexy Headline
It’s possible that you have written good compelling content but failed when it came to pulling in your readers with an attention-grabbing, sexy headline. Averages are 8 out of 10 will read your headline but only 2 of 10 will continue to read the article. What Neal points out is that you have already lost 80% of your audience by not having a sexy headline. So, how do you get a compelling title?
You cannot learn from terrific content unless you read it first so pull them in with a Sexy Title. This title should arouse curiosity. There is a space between what the reader knows and what he doesn’t know. This is called the “curiosity gap.”
Tell them something that makes them want to read more to find out the answer, the end of the story etc. Create interest and uncertainty at the same time.
Leave something to be answered, but not too big of a curiosity gap. You need the proper balance. If it’s too vague, it won’t hold the readers interest. If it’s too specific, then they don’t need to click to find out more because you have just told them all they want to know. A perfect balance would be to pose a question in their minds like; ‘You Will Not Believe What… (insert your political candidate) Wants to do!’
The Headline break down step-by-step:
Make your topic clear, use a few words in your headline to make it clear what it’s about.
What would your readers not know? Figure out what you can teach your readers.
Give Clues to an answer, but don’t be too specific. This should be what the readers do know already but include what they don’t know…thus creating a curiosity gap. An example would be: What are the 5 traps you should know about XYZ. The reader might know 2 or 3 things but they don’t know them all.
Make it Irresistable. Imply that your readers don’t know the answer by using words like:
You’ll never guess
Word of caution here…you must deliver on your promise in your headline or you will lose the trust of the reader.
One Dimensional is Boring. The more stimulating and interactive you can be with your reader the better! Jump around, don’t just lecture the reader, make them work. Use a variety of rich media and formatting.
Write short paragraphs with sentences that are easy for the reader to understand. Use different font sizes, bold and italicized words, with highlights on the key words.
A good rule of thumb for rich media is 1 image for every 350 words. You can used graphs, charts, screenshots or custom images. And don’t forget videos!
Neil shared a great visual on Visuals vs Text:
Videos are great for breaking up long pieces of content with a video walk through for the reader.
Use Interactive Content in your post. These include embedded social media, quizzes, games, and surveys.
Make sure your content flows. You cannot write choppy content and expect the reader to stay focused for the ending.
Make sure the content reflects the headline and your first paragraph should help you set the reader up for what’s to come. The intro should be the 2nd most important part of your post.
One Headline isn’t enough. Mature bloggers realize that a subheadline is just as important as the headline itself.
The average reader reads about 20 to 28% of the content. They do skim reading and look for content that stands out. This is where subheadlines come in handy to win over the reader before he moves on to the next best thing. If you grab him with the subheadline, he is more likely to read what is contained in the paragraphs that interest him.
It’s a Story Not and article. The way you write your post will determine if it’s compelling or not. Blog content is about storytelling not just delivering facts. Facts are boring! People want to read a story that is relevant with their lives. They want something that will fit in their lives; that makes them the hero of the story (like this was their struggle also and you (they) won in the end) Use words like you, your and I.
Back Up Your Claims
All fluff and no substance makes for an unbelievable post. Back up your data with sites and resources where you obtained your information.
All Contents Needs This Structure (Dare I say) a Pyramid!
The peak of the story is the climax where the main action takes place. You begin with the exposition, then the rising action, climax and falling action to the resolution.
The climax is the point just before you reveal to them how you solved the problem that they too are facing. The falling action is where you release their tension by showing them how to solve the issue. This should be the point that you made in your headline. You need to deliver here what you promised in your headline.
It’s great that readers are so in tuned to reading your content but then what? They have just be absorbed in all of your information but now they need to apply it. This is where you have to break down what the reader should do next. If you are writing about a strategy, then break it down into actionable steps. Use images, screenshots and graphs to help them do what they are trying to do. Make it easy for them in this way.
What is the Point of Writing the Post in the first place?
Put all the pieces together for them here. This is your closing
or final conclusion. Recap your main points, the problem you solved, and how the readers can apply what they’ve learned in their own lives. If you have a product or service that solves this problem, this is where you would put a call to action.
I hope this has helped you in some way and that you will leave a comment or share this post with friends and family.
Image courtesy of Stuart Miles, freedigitalphotosdotnet
All the best for success,
Want More Marketing Ideas?
If you are looking for more marketing tips and ideas, just fill in your email address to have them emailed directly to your inbox. I share the latest strategies that I have learned and gladly send them to you.