“If it’s all instruction, you get annoyed with it and bored, and you stop reading. If it’s all entertainment, you read it quite quickly, your heart going pitty-pat, pitty-pat. But when you finish, that’s it.” ~Margaret Atwood
While most people know that you are ultimately selling something on your site, they also expect you to provide content that:
Although each is a different style of writing; they all have one thing in common — it engages people.
Engagement on your site means that your readers are interested, generating trust in one aspect of your site. That in turn, just might translate into believing in your product or services and purchasing them.
According to the statistics colleced from Kapost, "Website conversion rate is 6 times higher for those who've adopted content marketing strategy than those who haven't and there is a whopping 75% increase in marketing qualified leads through content only.
It is imperative for businessess of every size to consider implementing many of these vital content marketing tips as a major part of 'Conversion Rate Optimization' (also knowns as CRO). This in essence means converting website and blof traffic into sales, because traffic without lead generation and sales is pointless."
Scanning: How We Read Today
Relevant quotes help your readers quickly frame a concept. It isn’t as if readers are dumb; it is that people scan articles and blogs rather than read every word. It is a different type of information gathering. “Browsing the Web is more like snacking – but I live on snacks.” ~Sam Trammell
Even with those interesting tid-bits, it’s necessary sometimes to elaborate on certain points. So, who is Sam Trammell? He is an actor on True Blood, who just happened to have been a proofreader at Merrill Lynch before hitting the small screen. So maybe, Sam knows a thing or two about reading.
But how did we get to this new way of reading and assimilating information?
In the early days of Twitter, the standard length of an SMS or text message was 160 characters, thus the restriction on Twitter of 140. This restrictive use of words is now part of our culture and should be a consideration in your content and communication with site readers.
People want more information, fewer words, and concrete actions to help them start, grow or improve their businesses. So, give your readers some snacks, then move on to the meat and potatoes.
Creating Captivating Content
Captivating content keeps people on your site longer. When you combine stellar content with a visually pleasing site, you create an inviting environment, and people are more apt to view your products and services. Jeff Molander reinforces, “Content that creates leads is content that fosters confidence in buyers."
So how do you develop strategies for your content that fosters confidence in buyers? Develop strategies for your content that persuades readers that you are:
When you educate your readers, you demonstrate timely, relevant and informative knowledge about the subject –not just a lot of fluff and keyword-stuffed articles or blogs.
Personal Branding Coach, Bernard Kelvin Clive, distinguishes the differences well: “You can’t build a strong personal brand by just posting status updates . . . people need more than that, they need valuable content, beyond updates and tweets.”
Think about how you feel when you have to wade through a site with hype about all the secret knowledge you can gain by clicking on the “Buy Now!” button.
Frankly, if you didn't get one or two worthwhile ideas in the content, what would lead you to believe the costly version is worth more? If the readers took the time to search for information, it is the writer's responsibility to give them some!
Educating the reader about your topic or site’s offerings can’t get tedious, or they may leave before buying. Too light and entertaining and you run the risk of not being taken seriously and readers won’t buy, either.
So how do you achieve that balance?
Think of engaging the reader by inviting them to participate.
1. Create a survey
2. Stimulate interest in an educational forum
3. Generate an instant answer poll
People like to know that they matter to you before what you’re selling has importance to them.
Many content writers struggle with the balance between informative or entertaining and selling a product or service. However, when the mix is right, people tend to return to those sites the next time they need information.
Strive for takeaways in your content. All of us will remember who gave us something useful.
When we give readers something practical or helpful in an article, it means that they tend to view our products and services from a different perspective as well.
No, we’re not just talking fairies, puppies and kitty cats. Enchanting content is:
I’m always impressed when a manufacturer of widgets can educate, entertain, and engage me with information about nuts and bolts, and frankly, if they can do that, you can too with your product.
Be creative in your descriptions; learn about powerful words and drop passive sentences or readers get bored. Boring will translate to a higher bounce rate for your site, non-engagement and poor sales.
You can educate, entertain and enchant your readers and prospective buyers with the following:
• Replace some of the text with photographs or videos
• Use fonts, colors and highlights to capture their attention
• Feature quotes from reputable sources or testimonials from customers
• Use Creative Sub-headings
• Learn to use bullet pointsSee if these tips don’t make your site a more rewarding experience for your readers…and you.
Woman at Computer: www.pixabay.com
Word Cloud: Marilyn L. Davis
Engaged Woman: Creative Commons: Highways England Company Lmtd.