Think Like a Journalist
Before getting too bogged down with the meat-and-veg of the content, remember that you’ll win or lose about 90% of your target audience with your headlines and intros alone. Win them over here, and you’ll have a much easier job with the rest.
If you’re in the midst of a dry-spell, trying to find out what pearls of wisdom are floating around the brains of those around you. Family, friends and colleagues alike – even those with no interest in your niche can offer new and interesting perspectives.
Your readers will not be willing to read ream after ream of text until they find something of interest. A few lines is all you’ve got until they get bored and do a runner, so be sure to keep what you’re saying concise, to the point and ideally in bite-sized chunks.
The nature of the news world has always been one way of poaching other peoples’ stories and headlines. The key is to get there first and make it your own.
Keep it Conversational
English that is over-formal is a big turn-off for most of your readers as they feel like they’re being lectured rather than informed. So, be sure to always keep the tone at an appropriately conversational level without crossing the line into inappropriateness.
Don’t Oversell It
Your audience already knows that you think you’re great, so there’s really no need to keep blowing your own trumpet and going for the hard-sell. If you do, anything you say will lose its sparkle and be interpreted as pure sales spiel.
With Photos, Keep it Real
If planning to use images of any sort to back up your text, don’t fall into the habit of regularly using stock photos. They may look nice, but they don’t tell you readers anything about you and what makes you tick.
Guest posts not only allow for new angles and new inspiration, but also show readers that you’re welcoming and open. Whether it’s a guest blog, a comments section or a simple open-invite to share a few views, you can’t go wrong!
If you seem to constantly striking out in terms of figuring out what interests your audience, why not take the bold and brave move to actually ask them? Send out a few emails, make a few calls or even post a few questions online.
If you struck gold in a big way with an amazing piece of content you wrote a few weeks or months ago, don’t do depriving your new readers of its glory. Instead, repost it for those that haven’t already read it – reuse and recycle at all times.
Don’t pretend you know what you’re talking about if you don’t and worse still, don’t pretend to like something you hate. Stick to what you know and love.
Do Your Homework
You don’t have to guess what’s hot and what’s not right now in your niche – you can count on Google to give you all the information you need. Look into plenty of up-to-date statistics and analytics to find what the masses are into and give it to them.
Make it clear, easy and fast for readers to find what they need and where they need to go to find it. There’s really no point promising them the world on your home page if they can’t find where to click to move forward. Millions of conversions are lost this way every day.
Keep Them Separated
Topics with their own landing pages have much better conversion rates than those squeezed in on other dedicated pages. As such, it is absolutely vital that you give every topic you consider to be of importance its own landing page. This is a great way of conveying its importance to readers.
When it comes to the permanent content on your pages, never include anything that can and will go stale in a matter of weeks. Or in other words, don’t make permanent content relevant only to today. Make it ‘evergreen’ so it’s still as relevant in a year.
Last up, don’t forget that not every reader will be in a position to listen to your audio and video content, so be sure to include transcriptions to be accessed when and where needed. The added bonus here is that these transcripts will be picked up and indexed by search engine spiders – video and audio content will not.