Create Compelling Content
We've all heard the cliche: content is king. Content is what tells search engines that you are relevant and deserve high placement in the results page. Content is how you demonstrate your expertise to your prospects and begin building a relationship before they ever walk in the door. But, you can't just slap any content on the page and expect it to perform. What you create needs to connect with your surfers to be effective. How do you create compelling content? A few hints for success:
1. Write for the reader.
These days, this doesn't just mean writing for humans instead of search engines. It is also a timeless piece of advice. Your reader is there to serve their needs. They do not care about your product's 15 new features, they want to know how they can make their life easier. They don't care that you've expanded to five locations, they care that it is more convenient to visit your brick-and-mortar stores.
2. Hook them quick.
Capture interest quickly with an intriguing headline and a great opening sentence. Over half of your visitors will spend just 15 seconds on your page before clicking away again. Give people reasons to continue down the page to hear more of what you have to say.
3. Show them something new.
If you are sticking with evergreen advice and wide topics, chances are, someone else somewhere has said the same thing as you, just better. Think about what you can contribute that is new and different. If you see a particular rule of thumb repeated everywhere, but you think it is wrong, explain why. If you have special knowledge that relates to your geographic location or something else that makes your customers unique, capitalize on that in your content. Give your surfers reasons to stick with you instead of your competition.
4. Make it easy to read.
People often want to take a quick look before they invest a lot of time reading a piece of content. And, with more and more readers coming from tablets and smart phones, they need content that is easy to read on smaller screens. Break up what you write with subheads, bullets and short, to the point paragraphs. You are more likely to keep someone's interest with these small bites than with impenetrable walls of text.
Great content doesn't always come naturally. But, when you remember these rules, you're more likely to create the articles, blog posts and other content that your prospects want. Not sure where to start? Contact us to learn more about how content increases your visibility and helps you woo new clients.
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