Welcome to the second part of this 2-part series on how to transform your content into something outstanding your target audience will love. Your ultimate goal as a small business owner is to make money. This requires creating a level of trust with your audience. Then, when they’re ready to buy, they’ll choose you, their trustworthy source of reliable, useful, relevant information.
4. Create Attention-Grabbing Headlines
According to Copyblogger:
“80% of people will read your headline, but only 20% will read the entire article to completion.”
Your headline’s only purpose is to get readers to continue reading the rest of your article. Do your headlines accomplish this task? A Wired Study suggests that you can cause traffic to a specific article to vary by 50% just by changing its title.
5. Publish Value and Solutions
Did you pose a question? Was it answered within the content? Did you make a promise in your title? Was it delivered? Have you given your readers actionable steps to take in order to accomplish something you promised to help them accomplish?
Remember, your products and/or services are to represented as solutions to your target audience’s problems. Therefore, your content should bring just as much value.
6. Include Relevant, High-Quality, Interesting Pictures
To this day, pictures still speak a thousand words… maybe even more. Images transform your text content into something more visually appealing by breaking up text. Blog images may include the featured image, images within and throughout the content, cartoons, memes, infographics, etc…
7. Post Easily Scannable Content
According to Nielsen Norman Group studies, the typical person online will read only about 20% to 28% of an article. Then, they simply scan the remainder of the article looking for useful info to jump out at them. When they spot something that interests them, then and only then will the read it in detail.
That means your content needs to be easily scannable so the “stuff” they find interesting will capture their scanning attention. These are some of the tools to use to make your doc easily scannable:
- Bullet Points
- Numbered Lists
8. Write Using Your “Positive” Brand Voice
You add to your brand identity each and every time you engage with a customer or reader in-person, online, via phone call or email. That image can be uplifted or damaged based on what employees, customers, consumers and others say/feel about your brand.
Therefore, you need to ensure that your content gives readers a positive message about your brand. This positive voice needs to flow within webpages, blog posts, articles, social media posts, press releases, and so much more!
Ready to transform your content from good to outstanding? The EntreMarketing Group will help you repurpose your old content to make it relevant and useful again. We will also customize a content marketing package to help your brand’s image. Contact Us about your content marketing strategy today!
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