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Why aren’t your customers paying attention to your content?
No matter how many blog posts you publish, no matter how many videos you upload, no matter how many updates you share on social media and social networking websites, your customers don’t pay attention to your content.
It’s frustrating.
Unless they pay attention to your content, how are you going to draw their attention and consequently, lead them to your website, blog or landing page, and unless that happens, how are they going to buy from you?
This Forbes article rightly says that for your customers to pay attention to your content, you must first understand who your customers are:
Defining exactly who your consumer is — and I mean truly knowing the consumer persona you want to speak to. Maybe for your brand, this includes multiple personas, and in that case, great!
I also face this problem when writing content for my clients.
Many clients simply want to focus on the keywords they think are important for them rather than providing meaningful content to customers and clients.
And when people don’t pay attention to their content, they wonder what’s the problem.
Fortunately, after playing around with their own ideas, they agree to try out some of my ideas.
Take your personal example. Do you give your attention to everything that comes by?
Or do you pay attention to only those things that interest you?
Similarly, when you want to use content marketing to attract people to your website – especially those people who will become your paying customers and clients – do you make sure that you know what they’re looking for in terms of content consumption?
When you publish a blog post, what objective do you have?
What persona have you defined find?
This brings me to another point: don’t try to please everyone when writing your content, or when getting your content written by a professional content writer.
This dilutes your message and content density.
Take a problem, and solve it.
This blog post, for example, tries to tell you how to make your prospective customers and clients pay attention to your content, and consequently, your business offers.
It does not teach you about content marketing.
It does not try to sell the idea of regularly publishing quality content.
It does not talk about SEO.
It talks about getting the attention of your audience.
What makes people pay attention to your content?
What makes people pay attention to your content?
When I say content, I mean web content.
The way people read content on the web is totally different from the way they read it in a magazine or in a newspaper.
A magazine or newspaper is not a multimedia experience.
You are not constantly getting notifications. The area that you are viewing is considerably large.on
The consumption of web content happens mostly on a computer screen, on a laptop screen, on a tablet, and mostly, these days, on the mobile screen.
So, whatever attention they are able to pay to your content, you need to make the most of it.
Since I’m a content writer, when it’s content, I mostly talking about written content.
But you can apply the same philosophy to video content, audio content and images and graphics.
How to make people pay attention to your content writing?
Here is a small list of things you can do to get the attention of people when writing content:
Be relevant: Tell them something they can really use to improve their lives.
Be timely: Don’t suddenly wake up and talk of something that happened back in 2003, unless it is relevant right now.
Be trendy: People pay more attention to what’s trending right now.
Deliver what you promise: If you are promising a solution, then deliver a solution.
Write shorter sentences.
Use line breaks after every sentence – makes it easier to absorb one idea at a time especially on a small screen.
Use headings, subheadings and bullet points to make your text scannable.
Use images wherever possible.
Apply law of copywriting – the previous sentence must make the reader read the next sentence.
Use data to make points.
Back up your claims with authoritative references and links.
Write sincerely and with enthusiasm.
Focus less on keywords and more on value.
Personalize as much as possible – this can be achieved by narrowly focusing the subjects of individual web pages and blog posts.
Make yourself familiar by publishing regularly.
Whereas many of the things mentioned above are cosmetic, two things that are very important for the success of your content marketing, to make people pay attention to your content are
Focus on delivering value by clearly understanding your audience.
Be regular.
With so much content being available round-the-clock, it becomes difficult for your target customers and clients to remember you.
If you’re talking about the same old stuff repeatedly then also, it will put people off.
Seth Godin is known to publish a blog post every day, even on Christmas.
He is among the most known people on the Internet, at least among those who take interest in doing business online.
The point is, if you want people to pay attention to your content, offer them something they are interested in.
Offer value regularly.
So regular that they begin to remember you.
It’s easy to pay attention to people you are familiar with.
Have you ever heard the phrase, usually wrapped in the tinge of exasperation, “This is so out of context!”
When you cannot relate to a piece of information or an instance of interruption to your current frame of mind, it is out of context. Most of the advertising is out of context. This is why such advertising doesn’t work. Your business promotion must be context-based.
Context-based content writing can help you in this regard. Let’s see an example:
You have a severe toothache. You want to get immediate relief. You start looking for information on the Internet about how you can get relief from your toothache.
At this point, are you interested in a promo of a teeth-shining paste? Do you want to read about ways to keep your teeth so strong that you can crush cashew nut shells with them? Related, yes, but out of context. Do you want to read about how oral hygiene is so important?
No. You want to read about how to get immediate relief from your toothache. The ache has turned your life upside down, at least at this particular moment.
We live in a highly distracted world. Even busy professionals are constantly being bombarded with notifications, emails and social media updates. Yes, even phone calls. So, there is no escaping from these distractions unless you decide to move on an island and start living completely off the grid.
Context-based content writing means writing content exactly for the reason someone would want to read it at that particular moment.
If you have a toothache, to present you with contact-based content writing, I must tell you 10 ways to reduce your pain in a couple of minutes.
If you want to improve your SEO because you’re not getting relevant traffic from search engines, you want to know if I can help you with my SEO writing. You want to be convinced. You don’t want to know why SEO is good or bad or why you shouldn’t trust SEO companies. You want to know if my content writing can help you or not, and this is exactly what I should be able to tell you.
How to write context-based content?
Content is king but context is God.
Gary Vaynerchuk has rightly said, “Content is king, but context is God.”
There is a straightforward way of writing context-based content: have a clear understanding of what you want to deliver, and then deliver it.
When my clients approach me, they’re mostly interested in improving their search engine rankings. Of course, nobody wants to sound ignorant and people also say that they want to improve their conversion rate. Somehow, they think that if they can get enough search engine traffic, the business will automatically improve.
Hence, they approach the problem upside down.
Since this is not my place to teach them, although I write content based on the keywords that they have given me, my main focus is on providing the information people will find useful. I focus on context-based content writing while taking care of the keywords.
Somehow, even without realizing it, most of my clients find this approach acceptable because they keep coming back.
When I’m writing a web page for mobile app development services, for example, I think of someone who needs a team of good mobile app developers. What would be the concerns of that person? What are the problems and apprehensions that person has? How important is it for him or her to complete a mobile app development project successfully? What are the stakes?
I present the information accordingly. Without beating around the bush. Without stuffing in extra content to accommodate keywords. Still, using all the keywords.
Context-based content writing is all about providing the right content at the right time just when it can make the right impact.
In this regard, think of it as “the searcher’s intent”.
Why is the searcher looking for a piece of information? Does he or she want to be informed? Is he or she simply passing time because he or she has got nothing better to do? He or she is in some sort of trouble and needs immediate help?
Write accordingly.
Context also depends on the platform. When you talk of content writing, the platform is your website, your blog, your e-book, your white paper and your email marketing campaigns.
On these platforms people want to read. They are not expecting a literary piece of work, but they are definitely looking for quality writing that helps them, preferably immediately. Or at least eases out their concerns.
Sometimes I also do content writing for video scripts. Based on the script, videos are uploaded on YouTube and other video hosting websites.
Writing for videos is totally different because every word that you say is based on a visual. If what you’re saying is totally out of context of the visuals, the viewer will get confused and won’t watch your video.
Hence, you need to keep in mind what will be shown when you’re writing, or the video maker needs to take your writing under consideration when creating visuals.
The key to context-based writing is be true to yourself and be true to the need of your readers. The rest simply follows.
Thought leadership with authoritative content writing
Thought leadership is very important in the B2B marketplace, according to this LinkedIn post. How can you build thought leadership with authoritative content writing?
What exactly is thought leadership?
Thought leadership is your ability to use your expertise, perspective and experience in an industry to inspire, innovate and influence a positive change.
When you are a thought leader, people pay close attention to what you say. They want to implement your suggestions because they are sure that your suggestions are powerful and effective. Even if they don’t directly work with you, just because you are sharing your wisdom and expertise, they want to implement your ideas hoping that just as you and your business partners have benefited from them, they will benefit from them too.
Beyond a certain level, every business wants to work with the leader because the leader comes with assured results.
Thought leadership is different from being a teacher. If you are a teacher in an MBA college where you are regularly teaching students to become business leaders, you may not be considered as a thought leader because you are not actually working in the trenches. You are simply sharing your knowledge, which is of course, important.
A thought leader doesn’t just share his experience and knowledge in a clear, understandable manner, he also uses his experience and knowledge to help his or other businesses grow.
Why becoming a thought leader with authoritative content writing is important?
If you want businesses to work with you, you need to let it be known to them that you’re not just available to them, you’re also the most capable person to do their job.
We live and work in a noisy environment these days. Whether you use a computer or a mobile phone, distractions are constantly vying for your attention.
Everyone these days has something to say. It’s a good thing. It democratizes our ability to communicate. There was a time when only people with resources could disseminate their ideas and opinions. No longer is the case.
The downside is, there is too much content on the Internet. It becomes difficult to wade through the clutter and reach, or even notice something worth paying attention to.
Authoritative content writing is the solution.
What is authoritative content writing?
When you publish blog posts and articles you want to showcase your expertise and your ability to communicate.
You want people to know that you have solved complex problems. You want to tell them that it is profitable to work with you. Unless you tell them, they’re not going to know.
How do you tell them?
By constantly sharing your knowledge and wisdom with them.
Why constantly?
Millions of pieces of content are published every day. New content is constantly being pushed down or pushed away by newer content. Search engines and social media websites are ever hungry for fresh content.
Even if this fresh content is total junk, just because it is fresh compared to your quality content, your quality content is going to be relegated to oblivion sooner than later. This is a sad reality, but it is a reality you cannot escape from.
Being a thought leader, you cannot write and publish mediocre content. This is because, then you will become a part of the herd and it will be difficult for your prospective clients and customers to distinguish you from the others. You need to stand out.
This is where authority content writing comes into picture.
Authoritative content writing has the following attributes:
It contains research data from authoritative sources that are difficult to dispute.
The writing is confident, fluent and masterly.
It contains lots of unique perspective.
It makes strong claims that can be underpinned by indisputable data.
It forces people to change their thinking.
It is full of hope and promise.
It is shared and disseminated using appropriate broadcasting channels.
Unless people feel positive about you, they’re not going to decide to work with you. So, one of the most important attributes of authoritative content writing is that it should be full of hope and promise.
Along with the attributes mentioned above, to establish your thought leadership, you need to write and publish content regularly. As mentioned above, millions of content pieces are being published every day. You need to remain visible.
So, it’s not that one day you wake up, write a great blog post full of knowledge and wisdom, publish it, share it on LinkedIn and Twitter, and then you’re going to reap its benefits for months to come.
It doesn’t work this way. 99.99% people won’t even take notice of what you have written and published. People pay attention to you when you regularly appear on their timelines. And even there, you need to be impressive. You need to provide something compelling so that they take note of what you have to say.
In which type of business does thought leadership matter?
In whichever business people need to trust you. In fact, if you’re using content marketing to draw prospective customers and clients, you can use thought leadership through authoritative content writing.
In content marketing, you will notice that experts and professionals who have been able to establish themselves as thought leaders in their fields get more exposure. Their blog posts, articles and social media updates are shared more. People want to follow them. Businesses want to work with them.
Unless you are a big brand like IBM, Apple or Microsoft, thought leadership works better through personal brands. To get businesses and people attracted to you, you need to be influential in your field. Everybody wants to work with people who are known to get results. As a thought leader, you are in a better position to deliver results than a person who is lesser-known.
I’m not saying that a lesser-known person is less capable of delivering results, but if you build your thought leadership through authoritative content writing (or through videos, or whatever format suits you), it becomes easier for people to find you. Einstein and Stephen Hawking wouldn’t have been what they were had they been working in their laboratories all their lives without building a brand for themselves through sharing their ideas among people.
So, if personal branding matters in your business, then building your thought leadership can significantly increase your presence.
How do you make your content writing powerful and effective? Are there some best practices to follow?
It depends on how much you understand the importance of the written text on your website, whether you are writing it yourself or getting it written by a professional content writer.
Content writing for websites is of 2 types:
The main website content which is basically copywriting because you are selling products and services through writing.
Blog posts and articles that are used to improve your SEO and to inform and educate your customers and clients.
Although, ultimately, the end goal of every piece of content that you publish on your website (or your blog) is to get more customers and clients, the immediate goal differs from web page to web page and from blog post to blog post. This is where if you follow best practices.
On my website, I provide content writing and copywriting in different forms. This is why I have separate pages for different niches.
When I want to attract people who are looking for a professional copywriter for email marketing campaigns, I would want them to come to my copywriter for email marketing webpage.
The main purpose remains the same, but I am attracting different individuals and businesses through different webpages because I know that on search engines, most of them won’t just search for “content writer” or “copywriter”. Someone running a web design agency is going to search for “content writer for my web design agency”, and so on.
The underlying content writing best practices remain the same whether you’re writing for the main website or for the blog section – having a clear objective of what you are trying to achieve and then writing keeping that in mind.
Initially I started writing this blog post as script for my video on the same topic. Then I decided to expand it into a full-fledged blog post. Here is the video of 15 content writing best practices.
Below I am explaining these best practices in detail. First, a list of these content writing best practices:
Understand the end result.
Keep the end result in mind when writing.
Write in the first person.
Write shorter sentences.
Use conversational style.
Use audience-specific language.
Keep the readers hooked.
Don’t beat around the bush.
Don’t neglect SEO.
Decide on a clearly defined title.
Write around the title.
Deliver true value.
Be sincere.
Write from the perspective of the reader.
Make your reader think.
Now, these points in detail.
Understand the end result
This is something I ask my client every time I’m about to write a web page, a blog post or an article. What does the write up achieve once the reader has read it.
This is very important.
Take for example this blog post. It has two purposes:
Laying down content writing best practices everyone can benefit from.
Establishing the fact that I follow these practices and hence, I deliver good writing, as a result.
Hence, every sentence I write, is written keeping that in mind.
Keep the end result in mind when writing
Once you know what you want to achieve through the current webpage, blog post or article, constantly keep that in mind when you’re writing so that you don’t digress.
When you are not focused it reflects through your writing and consequently, even your readers won’t be able to focus. Distracted and confused, they will leave your website.
Remember that even if you don’t have a purpose, the people who come to your website, especially when they come across your link on Google or elsewhere, they have a clear purpose.
Something, maybe your headline, prompts them to click the link and come to your webpage, blog post or article.
If you don’t immediately talk about what you have promised in the headline or in the intro, they will feel cheated and lose trust in what you are trying to say.
Hence, when you are writing, stick to what you have promised (the end result).
Write in the first person
Many clients insist that I use “we are doing this” and “we are doing that” and since they’re not hiring me as their strategist, I don’t argue much, but it is always better to write in the first person, especially when you’re writing blog posts and articles.
This is also because in blog posts and articles, the name of the author is often displayed at the top.
So, an individual using “we” seems strange.
Also, if your writing has a human voice (that speaks in terms of “I” and “you”) it is more effective and helps you achieve your end result in a better manner.
Write shorter sentences
Being a writer, I don’t mind longer, complicated sentences, but when you’re writing for businesses, it is better to sticking to shorter sentences.
In my case, the reason is logical rather than thinking that it is difficult for people to follow complex sentences, although, this is also the case if you don’t structure your sentences well and you yourself are not clear what you’re trying to say.
Shorter sentences are easier to read.
You can read them faster.
There is less chance of ambiguity.
The message matters more than your writing style, although, writing style does matter.
If people are using their mobile phone to read your webpage, blog post or article, it is easier to read shorter sentences.
Shorter sentences, when used with clarity, are more impactful.
Use a conversational style
When I say “conversational style” I don’t mean you address your audience as if you are sitting in a beer bar and have already had 2-3 rounds.
Be mindful of their sensibilities.
Use a formal, polite language.
At the same time, write as if you’re talking to them.
Writing shorter sentences helps.
Use terms and phrases familiar to them from their day-to-day lives, if possible.
Use topical anecdotes so they can easily relate what you are saying to something they are totally familiar with.
As I have mentioned above, writeof in the first person because it is easier to use a conversational style in this manner.
Use audience-specific language
Many content writers and copywriters, when talking about best practices, advise you to avoid using jargons.
Jargons, if they are a part of the conversation, are good.
If you are simply using them to boast about your language and the grasp of the subject, then they are bad.
Suppose you want to tell someone to “think out of the box”. Now, if you really want someone to think “out of the box”, there is nothing wrong in using this expression.
Similarly, if you want to tell someone that you use “agile methodology” when you develop mobile apps, there is nothing wrong in mentioning this as long as the other party understands what being “agile” means in this context.
The problem is not with jargons, the problem is with using them needlessly.
What I’m trying to say is, use industry-specific, audience-specific language.
Sometimes when I’m writing for a niche industry, I either do my own research and if the client is accommodating, I ask him or her to send me a list of words and phrases he or she would like me to use when I’m writing.
Familiar words make people comfortable and make them pay more attention to your writing.
Keep the readers hooked
Now, this is a skill that only a trained copywriter or writer has.
When do you call a book a page turner? When you quickly want to turn to the next page and find out what happens.
This is called keeping people hooked to your writing.
I have been reading The Copywriter’s Handbook by Robert Bly and he has multiple times said that the purpose of every sentence you write should be to make the reader read the next sentence.
So, the sole purpose of your headline is to make the reader read the first sentence. The purpose of the first sentence is to make the reader read the second sentence. It goes on like this.
This is called keeping people hooked to your writing.
How do you achieve that?
By having something interesting, something useful to say.
If I feel that I’m going to benefit from what I’m reading, I will go on reading in anticipation and to know more about how I’m going to benefit.
Sometimes it involves holding your cards close to your chest, and this is fine.
You don’t have to reveal everything in the first paragraph.
In fact, Robert Bly says that – contrary to the advice given by copywriters on the web – you don’t have to use a headline that says exactly what the copy is going to deliver.
The purpose of the headline, as mentioned above, must be to make the reader read the first sentence.
But, in the age of the Internet, it makes sense to use a very direct headline.
This brings us to the next section in this list of content writing best practices…
Don’t beat around the bush
Although you should reveal everything that is to be revealed in the beginning itself, especially, when you need to inform and educate your readers before they can make a logical decision, you shouldn’t beat around the bush needlessly.
This bores people and puts them off, and also confuses them.
Remember that there is too much distraction in the age of the Internet.
Even a distraction of a second can send the person away.
Of course, if beating around the bush is part of your narrative towards building an exciting climax, then sure, go ahead.
But, if it seems you’re just wasting time to fill up space, avoid that.
Don’t neglect SEO
Since when we talk about content writing, we are mostly talking about writing for a business website, a blog and basically, something that is going to exist on the web and hence, needs to be found by the search engines, you shouldn’t neglect SEO when you’re writing.
SEO isn’t just important for your business – more traffic means more business – it is also important for people looking for useful information (I’m assuming that you always intend to publish useful information).
Take for example this blog post. I’m writing about content writing best practices.
I have both “content writing” and “best practices” in the title of the blog post.
I have used the phrases in a couple of headlines.
I have scattered them around the entire body text of the blog post.
Basically, I’m doing my best to optimize my text for these 2 phrases and their combinations so that people who want to read about content writing best practices, they’re able to find this blog post on Google and elsewhere, and benefit from it.
Writing SEO friendly content isn’t very difficult, provided you stick to the topic. In most of the cases, if you stick to the topic, your SEO is automatically taken care of.
Decide on a clearly defined title
The title is different from the main headline, although, sometimes, your title and the main headline may be same.
Your title appears in the title bar of the browser window.
It is also used by almost all the search engines to showcase your listing in the SERPs, and the search engines consider them so important that your title appears as the hyperlink.
When you post links on social networking websites like Facebook, Twitter and LinkedIn, your title is picked automatically.
Since wherever your link appears, it will appear in the form of your title, it needs to be clear cut and unambiguous.
Your title must mention exactly what you are promising to deliver, or something so compelling that people are forced to click the link.
A clearly defined title also gives you a head start. If you keep the title in your mind, you know what you want to write and what you want to avoid.
Write around the title
This is just the extension of the last para of the above section. Once you have decided on the title, write every word around that title.
Coming back to this blog post, it is about content writing best practices.
It is not about the importance of the best practices to follow when you are writing content.
This is also not about how the practices that follow are going to help my client (though, if I follow these practices, then I assume that I’m going to write well for my clients too).
It is about listing the best content writing practices. This is what I’m trying to achieve.
My title has given me a clear direction.
Deliver true value
Never write something useless just to get search engine traffic or clicks from social networking websites.
Visitors that don’t want to come to your website and still end up on your website, are of no use to you.
They will feel cheated and will remember not to come back to your website.
The best part is, even Google these days can make out if you are trying to cheat your way into higher search engine rankings.
Your content is considered valuable if people, upon finding your links on Google, come to your website, and spend some time, explore your website and then, preferably, don’t carry on with the same search that helped them find your link.
When they spend time on your website Google assumes that it has valuable content.
If they immediately leave your website Google assumes that your content is not useful and if, by any chance, your links have been ranking well, the algorithm lowers your rankings.
Hence, no matter what you write, make sure that it is useful and delivers true value.
Be sincere
Your sincerity comes through your writing. As mentioned above, if you’re just beating around the bush, if you’re just using fluff to exaggerate your claims, your readers are going to feel it straight on.
If you want to teach, actually teach.
If you want to educate, actually educate.
If you want to inform, actually inform.
If you want to make a good offer, actually make that offer.
You write better when you write sincerely. Because you mean it.
Write from the perspective of the reader
When you’re writing, constantly think, would you go on reading what you are writing if you were the reader?
What would be your expectation?
What state of mind would you be when you read what you are writing?
Would you feel well served?
Would you feel that the information you are looking for, you are able to find?
Would you feel that the content justifies the title?
Would you be better off compared to when you hadn’t read what you’re writing right now?
The more you think from the perspective of your reader, the better you will write.
Make your reader think
We all love challenges.
We all love figuring things out.
It gives us a high if someone poses a challenge and we are up to it.
How can you make your readers think?
You can challenge their established beliefs.
You can present to them contrary viewpoint.
Present them with a situation and then ask them what they would do in a similar situation?
Offer them something that will shake them out of their inertia.
Conclusion
These content writing best practices aren’t written in stone.
As an experienced content writer, you may have your own set of best practices, and this is fine. In fact, in the comments section, feel welcome to add to this list.
What is the purpose of writing content and sharing your thoughts?
Today I stumbled upon an update from Joe Pulizzi on Twitter in which he had shared his recent email newsletter broadcast.
Apple turned everything around in 1997 with an internal meeting led by Steve Jobs. They stopped marketing features and started marketing purpose. Here's the story. https://t.co/DvL88e2AAC#CMWorld#ThisOldMarketing
In the first topic he talks about how Apple turned around its business when Steve Jobs decided to focus on marketing the purpose of the company rather than its products and their features.
These days I’m reading a copywriting book titled The Adweek Copywriting Handbook by Joe Sugarman. In the book he repeatedly insists that effective copywriting is all about catering to the emotions of prospective customers and clients rather than harping about product features and benefits. He gives the example of the Mercedes car. Most of the people buy the car due to the emotional high they get. Buying is always emotional, he says.
When you communicate your purpose of existence instead of promoting your products and services, you make an emotional connection.
I believe, when you are writing content, this is the true meaning of content writing especially when you are writing content for content marketing.
How do you plan to change people’s lives?
If you are marketing a tasks management mobile app, how are you going to make it easier for people to accomplish what they want to achieve?
If I am marketing my content writing services through publishing content all the time, how do I make it worthwhile for my readers to read my blog posts? What do I really convey?
In the daily hubbub of marketing our businesses and constantly trying to get new customers and clients, we get little time to sit quietly and think about our purpose of existence.
Why do I really provide my copywriting and content writing services?
A simple, straightforward answer would be that I’m good at these and hence, I use these skills to make a living.
I think, as a reader, even you would understand my need to offer my services. In this world, every person who earns, puts in an effort to make a living. That’s the purpose for that person. This is my purpose.
But how do I make an emotional connection with you, as my prospective client? What moves you to contact me? What makes you trust my abilities as a content writer and as a copywriter who can help you grow your business?
I say I’m passionate about helping you grow your business. I believe that my writing can improve your conversion rate and help you get more traffic from search engines.
There might be thousands of reasons why your business isn’t growing the way you want it to grow, but I know that content and copy play a very important role.
People read the words on your website and then they decide if they want to do business with you.
The words on your website make them click your contact form or give you a call, and the words can send them away back to the search engine or to another website.
As a writer and as a reader, I know the power of words.
I know words are not casual. Wars have been fought because certain words have been spoken. Words have triggered revolutions.
They say that a person can recover from a bullet wound, but it is very difficult for him or her to recover from a wound caused by someone’s words, such is the power of words.
This is the purpose I want to instill when writing content for my own website, and when writing content and copy for you.
What is the purpose of your business? The true purpose. How do you want to change people’s lives for better?
