We’ve all cringed at the sight of a blog with never ending paragraphs with seemingly zero spacing, or the one with the writer who tries to be trendy and cool (sorry but it’s not working). Ditch the gimmicks, and learn how to best manage your content for maximum response from your target audience. A well executed blog can bring 60% more customers to your website.
Don't: Try to be hip and trendy to appeal to a younger audience. Nobody wants to buy or interact with someone who reminds them of the “cool dad” that tries way too hard to be “totally dope man!” Please do everyone a favor and keep the “salty”, “dope”, “superfly”, “yolo”, and “shade throwing” far away from your content. You’re not going to get much response from your audience if they feel you are not being genuine with them, and really what kind of impression do you want them to have of you?
Do: Establish your company brand and be natural! This is very important if you want your audience to take you seriously. New customers will probably be finding you through your website, do you want them to stumble across bad content while they are looking through your website? Or do you want them to find well thought out and nicely executed posts that will probably guarantee you their business? Seems like a no brainer, go for gold! Find out what your audience wants and give it to them.
Don't: When you have really good content it’s a temptation to cram in as much information as possible into that space, don’t do it. Spacing is very important! If you have huge blocks of text with little to no spacing, you’ll find that your audience will skim past it and move onto something more interesting- and far more appealing to the eye. Remember that web content is king, so make sure it doesn't get lost in clutter.
Do: Let your content shine by maximizing its appeal. Short paragraphs with visuals to break up the chunks is ideal. You want to keep your audience engaged the whole time they are scrolling through your posts. If you find you need to get across multiple points for a topic try using a bullet point list to mix it up while still looking appealing to the eye. People love pretty things, so remember to use the right color theory on your website and posts for maximum impact.
Only big fish wanted
Don't: Bait your audience into clicking into a content post. Nobody likes clickbait, including your audience. You’ll get clicks, but ultimately if the content isn’t good it will soon be forgotten. If you want to generate those leads for your company, stick to good content with a solid title.
Do: Make your title interesting and inviting, like the summary of a book sleeve. Give them a little taste of what’s to come when they click into your post. While all those trending gimmicky posts lose their appeal the ones with good content will continue providing results. Make sure the reputation you’re building sets you up to be someone your audience wants to follow and keep up with.
Just enough social media
Don't: Go overboard with social media. If you post content to your website don’t be tempted to spam all of your followers on multiple platforms. Nothing is worse than having someone post the same thing on:
You get the point, it's overkill. The people who are avidly following you are the ones who will have to suffer through the bombardment of multiples versions of the same thing.
Do: Choose specific aspects of the content to post to each unique platform. Got a great picture of an event or product you’re trying to hype up? Post it to Instagram with a small tidbit about it. The key is to target the social media audience based on information that will engage and interest them.
Strong voices get results
Don't: Be lackluster in the personality department of your writing. You’re on the first few chapters of a new book and find yourself bored. The story is a good concept but the author's voice leaves a lot to be desired, chances are you’re not going to stick around to see how it ends. You want professional, not boring!
Do: Bring your voice to the writing, if you’re passionate about your topic let it show. Your audience will be more engaged if you are getting that energy across to them through by the way you package the content. You want to make sure that at the end of the day you’re not writing for your boss, but the people who are going to take the time to sit down and read this content. You might turn a few people off, but you will solidify the interest of your potential clients and followers.
Writing great CTAs (Calls to Action) with strong and exciting language is key to increasing leads from your company website.
A good title speaks volumes
Don't: Make hasty decisions about your title. Sure you’ve heard the saying “Don’t judge a book by its cover”, but the title is the first step in capturing your audience’s attention. There’s a reason tabloids sell so many issues, they always lead with an eye catching title designed to get you to buy them to learn more about the topic.
Do: Take a fair amount of time carefully crafting your title. It will speak for your piece before your audience has a chance to read it, make sure it makes the right impression. After writing a long piece you may feel a little fried and tempted to slap on a quick relevant title, this should be avoided as it won’t produce the same results as a well-planned one. A good rule is to spend as much time thinking up your title as you spent writing the piece, it may seem like a long time but it will ensure you’re getting a quality title.
Go bold or go home
Don't: Be afraid to be bold with your marketing. Change is a good thing, and people enjoy new topics. Most companies don’t recycle the same content with newer packaging because they know it won’t be met with enthusiasm or interaction from their audience; neither should you.
Do: Find new ways to engage your audience through your pieces. Giving them something challenging or informative makes it easier for your audience to be immersed in your content and begin forming a relationship with your brand. This is especially important if you are looking to maintain long term customers who will continue to come to you for the services you provide.
The most important thing to take from these points is that your content should be innovative as well as personable. Your audience is your most valuable asset, if you are not catering to their interests and needs you will not be getting the interactions or results you may be hoping for.