Steer issue 25 Aug/Sept 2019 - Page 18



CONTENT
This is why your content
is not being read.
It’s Monday morning, we all are nostalgic for the amazing weekend we had, we are sitting at our desksthinking: “What am I going to write for the next newsletter,
email marketing, press release?… etc “
Certainly, writing content marketing, whether for our
own business or clients can be daunting at some point
but, with the right tools, everyone can become better
at it over time.
After putting a lot of hard work in to creating an
article to provide value, the best reward is seeing engagement, yet after all those hours of hard work, sadly,
no one is reading it.
The key question here is “how to get our valuable
content read by your audience?” especially when we
are providing value as tips, advice or showcasing new
solutions with our products.
Which is probably why you are reading this article
now (or at least I think so)!
“This is why” is so much powerful because it motivates you to actually see how something is
done.
Skyrocketing your content marketing
Now, since I can relate to you, based on research and
my own experience, here are the main reasons why
content sucks:
REASON NUMBER 3: Content similar to others on
Google. According to the Content Marketing Institute,
this is a very common reason why people don’t
click on articles.
Think about it for a minute. If you have already
found a similar article and then find another similar article again, then why would you bother in clicking and
reading it? Try to come with original ideas. Why not
try a post about what a day is like working with your
clients? Or case scenarios where you can share your
strengths as a company?
REASON NUMBER 1: Boring or common headlines
(Attention) which one of the two headlines would you
be most likely to read:
1. This is why your content is not being read.
Or
2. Want to know how to grasp writing better content?
As you probably guessed, option 1 makes you want to
know “how” and is more powerful than the question
“want to know”?
18 STEER YOUR BUSINESS
REASON NUMBER 2 : “I” and “We” as excessive selling
throughout your content
Being too salesy or using the words I and we excessively can come across as pretentious or bragging
about oneself, says Jamie Glass, President of Artful
Thinkers. A good example is when you come across a
call to action mentioning your brand once or
twice to get readers buy your products. Instead you
should create content focusing on your
audience rather than on the business.
REASON NUMBER 4: Too many lists. The problem
with lists is not creating one or two list articles a
month, but rather doing every blog post as a list article. It becomes boring and brings us back to reason
number 3, the readers just won’t click on your article.

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