Before I launch into this post about how to make your content irresistible, I want to point out I’m making a few assumptions:
- You are a fair writer with a good grasp of grammar
- You have a deep understanding of the topic that you’re writing about
- You know the audience you are writing for
Now that’s out the way I can get started.
All too often, companies find the content they publish is ignored. No one reads it, no one retweets about it, and no one comments on it.
Bummer.
The initial response is that it’s the writer’s fault, so the task is handed on to someone else.
Once again, the content is met with cyber silence.
Does the writing suck?
It’s possible, but it’s more likely to do with the way it’s written.
Why your writing isn’t engaging
The first thing to remember is that you are writing for people outside your organisation.
That means no jargon, no marketing buzzwords, and no hyperbole – just simple English.
Because you’re writing to people, make sure you use the second person to make it sound natural and inclusive.
But more than that, you also have to consider the style and layout that you use.
Writing for an online audience
Your writing is being published online, that means most people will only scan article rather than read every word.
They’re searching for information, and if they can’t find it quickly, they’ll move on to another website.
So the trick is to quickly engage your readers, making sure they stay with you.
How do you do that?
- Succinct
How long should your writing be?
Long enough to get your point across without rambling.
If you’re writing about something complex, it’s a good idea split copy into several posts. This will help the reader’s understanding of the subject and create a series of posts to keep them coming back.
Another idea (and one that goes against everything you learned at school) is to start with your conclusion. I know, sounds strange, but you’ll capture your reader by giving them what they want. Once you’ve done that, follow up with supporting evidence point by point.
- White space
White space means just that: leaving plenty of gaps in your writing. This is achieved through short paragraphs and short sentences.
If your text is in one long, or several long paragraphs it will look dense and uninviting. All you have to do is break it down into shorter paragraphs or be daring and use a single sentence paragraph.
- Subheadings
Another way to achieve white space is to insert informative subheadings between your paragraphs. This will help your reader get the gist of your post while they are scanning the page.
- Bullets and lists
- Using bullet points creates interest
- They highlight important points
- Make your content instantly scan-able
- Draw the reader’s eye as they break up the rest of the text
- Links
Despite popular belief, outward links are useful for your website.
If you’ve researched your content well, it’s a good idea to link out to supporting information.
This will show your reader that your information is well considered (and it may also generate a link from your source too).
- Second pair of eyes check
It’s very easy to miss mistakes if you’re the author of an article.
That’s why, if possible, always get someone else to read your stuff before publishing. It could save a few embarrassing moments.
That’s pretty much it.
Writing informative posts is one thing, but if you want people to read them they must be presented in a way that:
- Gets your concept over immediately
- Looks attractive and readable
- Gets to the point
P.S. I know, you’ve reached the end of the post and are still wondering why there’s a picture of lettuce at the top. To be honest, I don’t know either. During a search for a relevant image for irresistible content, the lettuce appeared so I couldn’t resist using it!
If you need to boost the engagement of your marketing content, get in touch with Sally Ormond. Not only does she have over a decade of experience she also quite likes lettuce.