Destined to be on the minds of all marketers during these unprecedented times of Covid-19 is: How to stand-out and get the most from your content as pressure on resource and expense mounts.
And the knight on a shining horse for many will come in the form of content optimisation.
For communicators being seen and heard is implicit within what we do, but sometimes the very basics are overlooked in the rush to keep the content mill turning.
Whilst modern marketers look for genuine and purpose filled expressions of creativity that showcase personal experience, professional insights and thought-provoking wit, in the midst of competition to be the first to create, promote or react, optimisation of this work risks being left by the wayside.
As we move into a ‘new normal’, a strong digital presence will sort the wheat from the chaff more brutally than ever before.
Content that is clever but is not given the proper support to reach and resonate with its intended audience – could ring a death knell for businesses battling for survival. So, here are five affective and easy-to-implement tips that will help cut through the noise and stay ahead of the content game:
- Create content that is useful
The first and most important part of writing content is choosing the right topic for your audience – think about what is useful and interesting to them. Before putting pen to paper, ask yourself: is there a demand for this?
- Compose a strong headline
Create a headline that engages your readers, and clearly sums up what the piece is about – think about what will make your audience stop scrolling and click. Using strategic keywords will also help your SEO.
- Produce digestible content
Nobody wants to read a 1,500-word article that could have been summed up in a 300-word blog post, let alone share it. Keep to the point and think about breaking your content into sections – this helps your reader to quickly scan for content relevant to their specific needs.
- Don’t use jargon
Don’t overcomplicate the language you use. Keep it simple and easy to understand. This will help keep your readers engaged and more likely continue reading.
- Use imagery
Strong and relevant imagery helps attract readers to view your content – this is because visuals add a component to storytelling that text cannot: speed. Research shows that the human brain processes visuals 60,000 times quicker than text.
Taking these simple but effective steps to hone content can help ensure that what you push-out on your channels is the best it can be. It will help attract the right kind of reader, improve SEO and most importantly, ensure those valuable insights you have to share don’t fall on deaf ears… or, no ears at all.
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