In our fast-paced digital world, grabbing and keeping the attention of your target audience is harder than ever – and therefore, more important than ever. With so much content in circulation across a wide array of platforms, how do you ensure that your article, post or research abstract is the one people choose to read? Here are key strategies to create compelling content that people will want to read.
The next day you visit your brother, and your four-year-old niece asks you the same question. You’ll probably give her a very different explanation to prevent her from feeling as if she’s lost in a maze.
1. Understand your audience
To create content that resonates with your target audience, you need to understand their preferences, needs and pain points. This will enable you to tailor your content to address their concerns and offer solutions. Find out more about how to profile your readers in our blog that focuses on it.
2. Start strong
Your headline – and/or introduction, for longer pieces – is the first thing readers see, and it therefore needs to grab their attention. A compelling headline should be clear, concise and intriguing, prompting readers to delve deeper into your content by for example asking a thought-provoking question or promising a valuable benefit.
3. Develop quality content
Today’s readers may be pressed for time but that doesn’t mean they lack intelligence and understanding. “Filler” content that does not really convey a clear, strong message is easy to spot, and it can do more damage to your personal or business brand than if you hadn’t put out any content. Content should be well-researched, informative and provide value to the reader, with credible sources, statistics and real-life examples when appropriate. On a micro-level, your writing should be clear, concise and error-free, which is where professional proofreading and editing services can add immense value.
4. Use a storytelling approach
Incorporating storytelling techniques into your content can make it more engaging and relatable, since we as humans are naturally drawn to stories. Connect with your audience on a deeper level by sharing anecdotes, case studies or personal experiences that illustrate your points.
5. Incorporate visual elements
Visuals such as images, infographics, graphs and charts break up long reams of text, making it easier to read and understand. They also make the content more engaging and memorable. Make sure any visual elements you include are of a high quality and aligned with the type of content, your key concepts, message or brand. For lengthy documents, certain simple structural elements, such as a clickable table of contents and a well-crafted executive summary, can also contribute to a positive reader experience.
6. Online versus offline content
If you generate content for both offline or print and online uses, it’s a good idea to include scannable QR codes that seamlessly bridge the gap between offline and online content. In the case of online content there are additional things you can do to keep readers’ attention, for example:
- Actively engage with your audience by building an online community where you encourage interaction through, for example, quizzes, polls and interactive videos.
- Provide a clear and actionable call to action, such as signing up for a newsletter or downloading a resource.
Irrespective of the type of content you write and how it is distributed or published, the basic guidelines of engaging content remain the same. And it boils down to one simple principle: Always keep your reader top of mind.
