October 10, 2011 – Happy Columbus Day! Let’s “discover” some tips to creating appealing content, shall we?
First thing’s first, remember the medium you’re writing for. Is this a personal blog where you give your two cents on the latest topics in your industry? Or is this a longer, informative article designed to give your readers just enough information to whet their appetite and make them seek you out for more?
Once you know your content’s venue you need to create it based on how your clients will react. Studies have shown that the more flowery, descriptive content that generally plays to a higher reading level is shared less than content that’s written in plain and simple terms.
In other words, don’t pepper your paper with pithy prose and prolong proper reader placation. In other-other words…write for the masses, keep your words simple, and don’t try to get too “cute” like we just did there – readers want informative content, not a literary masterpiece.
Because your content is being created for an Internet medium, whether it be a blog, a website, or email, this means that it’s entered the fast-paced digital world. With tablets and smartphones making content consumption on-the-go much more common, you need to cut to the chase and get your point across before your readers get bored.
Don’t forget to do a little personal promotion in your content as well. Some “experts” say that referring to yourself as the “guru” of your field is bad, but readers zero in on titles like “official” “expert” “founder” “guru” and “author”. Just remember to be truthful about your credentials, and if you’re an attorney, make sure none of that sort of language is prohibited for use in legal marketing by your state bar.
It may sound silly, but it’s been shown that just adding “please retweet” or “share with your friends” can actually increase traffic to content posted to social media! Most readers consume content and forget about it, but those little reminders really do help make a difference in sharing rates!
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