For instance, in the case of emojis post, we condensed a month of tweets from the United States and more than 50 European countries into 14 easy-to-read charts and graphs. With help from these visuals, readers can easily identify global trends in how these emojis are used in less than 10 minutes. Offer data that disproves an easily held assumption.
In the case of hotel h ygiene post, lab testing allowed us to surprise readers with a shocking finding: The nicest hotels actually had the most germs. Readers want to see data that is trustworthy, and teaming with outside agencies is a great way to boost authority. For the hotel hygiene post, we boosted credibility by using a third-party lab to test the four samples collected from the nine different hotels.
As much as you can boost credibility through numbers, remember that audiences have a desire to make a personal connection with content, as well. In the case of the photoshopping post, body image is already a highly emotional topic, so connecting the campaign to this much larger issue added an additional layer that helped boost shares. During production, continually ask yourself one question: Would I share this campaign with my friends?
Your content should tell a story -- and some of the best content reveals more than one story. Identifying staggering data points is an easy way to uncover multiple stories. In the emojis post, the fact that the gender division becomes especially striking when looking at which users are tweeting the more suggestive emoji combinations could lead to a much larger discussion.
The biggest takeaway from our research? It is the second most important section of the page after the headline. It should flesh out the main problem or promise in the headline and lead naturally into the first sub-section. In other words, the average reader only skims the post you put hours into creating.
The ideal situation is to create mini curiosity gaps in each section. But when you suck a reader in, you get them to read your text—that makes a few good points—in full. One good subheadline can be the difference between an engaged reader and one who quickly skims your content and leaves. You can call your content an article, a blog post, or whatever you want.
Why do you think there are so many health and nutrition blogs? Of course, I could. But for most people—like for me—that would be boring. Always remember that you are telling some sort of a story to your reader.
One of the things I hate most about typical posts written on success is that they are all fluff, no substance. As soon as I see that the writer makes a claim without backing it up with a credible source, I lose interest. As you can see in my blog posts or guest posts, I try to back up every single claim and opinion with a solid statistic or source.
This is a lot of extra work. At first, it might take you an extra hour or two per post to research everything you need. But you will get faster over time. But when I started to, I saw a huge difference. My on-page metrics improved, and so did my traffic. Get in the habit of finding relevant statistics and studies when you make a claim, or provide your own data.
Remember our curiosity gap created in the headline? The climax is the point just before you resolve it. The tension is unbearable for the reader, and they will read on almost no matter what. House on fire? This is the main reason why many readers do not like sites like BuzzFeed and Upworthy. They make incredible claims in the headlines, but they rarely back them up. In one of your likely final sections, you need to show your readers something new and exciting. They are looking for a definitive solution to their problem described in your article, and you need to deliver it.
Some bloggers, Seth Godin for example, write posts that have only a climax and reveal. Seth writes incredibly short, but insightful, posts:. In every article, he adds some unique or new insight into an important concept. My posts, on the other hand, are thousands of words long. The teacher explains a new relatively complex subject and then gives you a loaded question at the end. Whenever I write about a tactic in an article, I try to break it down step by step for my readers.
For example:. That way, not only do they get an example but they also understand how to apply it to their situation. Compelling content should not only inspire action but it should also show readers how to take it.
After reading an article, a reader has likely taken in a lot of information depending on the length and detail. Tweet This. Making your audience feel stupid is a surefire way to turn them off from your content. Under : Wellbeing Websites. Blogging Content Creation. Join our mailing list. Sign up to receive a series of emails packed with content marketing tips, plus lots of free resources and the latest Wildheart news.
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Listen to podcast interviews with our co-founder Guy. We collect cookies and anonymous data via Google Analytics. For inspiration, look to anything George Orwell wrote; his ideas were big, but his lexicon—sorry, his dictionary —was tight and concise. When was the last time you read a textbook? That long, eh? The same is true for 99 percent of your audience unless you sell paper to textbook publishing houses. Absolutely make sure every piece of content you create comes from a person.
People are more likely to buy from a person than a stoic machine any day. Your content must be relevant. When it comes time to make a purchase, people will turn to those who had the answers and solved their problems.
Picture the start of your content—be it audio, visual, or other—as a fishhook. Imagine that your content has a fishhook, right up front. You want a person to be unable to go on with his or her day if your content is not read, watched, and finished. This is where you get to bring some of your creativity into the process.
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