Don’t you think compelling readers to actually read the full article is an art? So now the point is, are we doing enough to convert our readers in to potential subscribers or even customers? Many a time readers interest is not stimulated and they never scroll down to read the full article.
So let’s see what best we can do to win readers. In this post we will discuss:
Firstly, choose a topic that interests you enough to focus on. Then look at the topic, its objective and keywords. The objective of the topic and keywords should be such that can engage the readers. Browse a library, read books and do preliminary research to head start with the topic.
Research grounds your article in facts. You always need to have relevant details for your ideas. Major decisions in content marketing require in-depth research.
Research provides you with certain answers to questions such as:
In addition to the preferences of the audiences, research also helps in finding out how your competition is doing and what content is your competition using.
Readers don’t want to read the content that is created out of speculation. Thorough research gives accurate sources of information, and provides with relevant content.
Researching on quotes and slogans would help you to brainstorm on effective taglines and headings. It’s a great way to start your article with a strong quote. It captures the mind of the reader in fraction of seconds.
Have a look at the below images to understand how well the taglines or slogans serve and convey their message.
A slogan or a quote should be quickly recognizable to go a long way. A good slogan gives an overview about a company’s product or service and creates an image in the minds of the audience.
Case studies bring in an understanding of a complex issue. It further strengthens the facts which are already known through research. Case studies are helpful as they give a holistic review. They help in detailed understanding of the topic and establishes a sound platform which helps in capturing range of perspectives.
You can see in the below case, the Hawkins Supply company faced an inventory rotation problem. So the case states a problem, to which suggestions are required. Case studies require in-depth investigation of a particular event and they encompass a wide range of research to investigate the occurrences within a real life context.
Stories change our attitude, belief and behaviour. A well constructed narration can be very powerful and gives you a personal perspective. Readers very well get acquainted with a story as human brain lights up when it comes across a story. It retains the interest of the readers till the very end of the article.
Research can be extremely strenghtned if you put your facts in the visuals or statistics so that the reader can connect more with your opinion. If you present your ideas with the support of illustrations or statistics, it becomes more powerful.
The above snapshot speaks itself about the percentage of Americans who believe in online shopping.
Things to remember when Researching
Once you have decided upon your topic and have done enough research and also have brainstormed some ideas, it’s the best time to organize your thoughts into a structure. Your challenge is to fit in your ideas and research into this structure effectively. This would help you in matching the purpose of writing, which would in turn help the audience to connect in a better way. You need to clearly state what you are trying to say so that the reader easily figures out the same. While organising your thoughts in the structure, see if you offer a fresh perspective to the topic of content. Also check if the supporting statements relate to the topic. Once you are done with giving a shape to your content, you can move to the next step and make a rough draft.
The phase of writing the rough draft is a transition. We can call it as prewriting to the act of writing. By this time, you have the clear idea of your topic with the supporting focus of research done. The rough draft is where you incorporate all the work completed till a particular point of time. It is a rough copy which needs to be shaped, edited and strengthened once it is written. Rough draft usually comprises of introduction, paragraphs, conclusion and a call to action. For CTA, you may suggest things like asking readers to click on the link below or follow us on our webpage or even ask them to write or share their comments if any.
While formulating the rough draft emphasis should be given on content and the flow of information and not on other minute details which can be taken care of before the final version is prepared.
When it is the time to edit your content, firstly read your article as if you are the ultimate reader. Another most important thing you should make sure is that content is in a logical sequence. Ensure that the content is nottoo descriptive and if it requires any alterations. Ask yourself if the content is well organized and user friendly. Avoid using jargons and slang which the reader may not understand. Content should be rational with a proper connection between sentences and paragraphs. Follow the format and keep an eye on the word limit if specified.
So these were the five steps which would help you in writing an effective article that would engage your ideal readers.
After understanding the steps to write an effective article, we need to plan our content in such a way that it increases our efficiency.I am talking about the content which is written from the user’s perspective. It should be engaging and which the reader actually reads. It’s important to grab the reader’s attention right away before you lose them. So let’s have a look at the best practices which would help you in writing such content:
The opening line or the first sentence of the article sets the tone of the rest of the article. It helps the readers to skim the article to single out the relevant sections.
The first line should be self explanatory, but concise. It should be eye catching and give a clear idea of the write-up. It helps in preventing the readers from losing interest and hold their attention for the rest content.An attention grabbing quote can also help in a great way in introducing the complete article to readers.
A reader derives benefits the most from content which is well crafted in a simple language. The formula is to connect with the reader directly by giving him some unique piece of information. As we say “Imagination is more important than knowledge.” Write in a different way for different audiences. Readers have their own perspective and have their own idea of ‘Simple’. Colloquial expressions and casual language help in making your writing sound more human.
Make your article interesting by giving examples so that the reader can be motivated to read the full article.
Facts, figures and illustrations help in explaining and validating the article. Discuss the overview of the article stating specific examples to justify the same. Always remember showing pictures or visuals is better than telling someone.
Also state clearly the causes of the problem and the benefits reader can derive through the information. This can help him stay glued throughout the article.
Readers always hunts for the answer that how would the information benefit his life. So you should be a master in explaining him the importance of your facts. Otherwise, you are not helping them solve their problems and you won’t be able to keep the visitors on your site for long. Promptly understanding and efficiently answering these questions can make it all.
So always remember the type of content you share is closely related to what you sell.
To conclude, I must say, no matter what,you are a creative professional and content production must be taken seriously. So to summarize now you are aware of:
Always keep in mind few things can make or break your article.If you master the art of writing, you will be able to engage your reader, thereby further increasing the conversion rates. So it’s very important to think and plan your writing strategy. This would allow you to directly communicate with the readers. If you measure your efforts and tweak your content strategy, it would definitely help in delivering results.