Bored customers are bad news for your business. If consumers are basically falling asleep reading your blog content, they’re not going to stick around long enough to share it or tell their friends, let alone buy your products.
Content can be an incredible advantage for your marketing campaign if you use it correctly. According to research, 57 percent of marketers reported customer content as their top marketing priority.
This is a direct result of the fact that 78 percent of consumers will trust your organization if you provide custom content with the intent of building good relationships. But can you do that if your content isn’t engaging, exciting, and interesting to your customers? Probably not.
If you’re seeking real engagement through your blog posts, then you must keep consumers interested. On the other hand, if your content seems to be driving customers away, here are some helpful tips:
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1. Write Longer Posts
Long-form blog posts generate nine times more leads than short-form blog posts, according to research from Curata. Typically, posts above 750 words are better for engaging readers.
2. Tell Stories
Stories have captivated mankind since humans first walked the earth. The proof is in the cave drawings that riddled ancient rock walls. If you want your content to attract and convert, using a good story or a series of stories will do the trick.
3. Use a Newsletter
Say you’re the landlord of a rental property. For you, retention and happy tenants are everything, so you decide to start a blog to update your tenants on happenings in the community. You want your customers to read your blog content and get to know their neighbors, so you need something to bring everything and everybody together.
A regular email newsletter could be the answer. It encourages interaction from your customer base and draws more attention to your blog. When readers feel like they’re part of your world, they’re more likely to remain interested in your content.
4. Write Like a Human
Keeping things professional is important, but when your blog posts come across stuffy, there’s a problem. Throw in some of your own personality. Humanization is a major part of connecting with customers and building relationships.
5. Create Rich Text
Did you know that the average adult reads just one book per year after high school? There is a fear of reading that seizes many Americans. The most important lesson here is that our content needs to be scannable. There’s nothing more intimidating to web visitors than large blocks of text. Make it easier to read with bullet points, numbered lists, shorter sentences, and images.
6. Solve Problems
As a general rule of thumb, remember that helpful words are very rarely boring to people. Choose a common problem that your customers face and write blog content that will resolve it.
7. Nix Business Jargon
Do the phrases “land and expand,” “blue-sky thinking,” “drink our own champagne,” and “end-user perspective” mean anything to you? You might understand them if you’re immersed in the world of business, but if you’re trying to reach customers on a level they understand, avoid this jargon.
You can establish that you’re a professional by offering excellent advice, not by touting words of the industry that your readers may not know. “Jargon masks real meaning,” Jennifer Chatman, a management professor at the University of California-Berkeley’s Haas School of Business told Forbes. “People use it as a substitute for thinking hard and clearly about their goals and the direction that they want to give others.”
8. Try Humor
Though you’ll want the tone of your blog to remain professional, don’t be afraid to crack the occasional joke. A little humor can go a very long way in boosting reader retention.
9. Create a Consistent Content Strategy
An organized strategy is integral to success, but only 30 percent of marketers claim to have such a system in place. It’s much easier to create a pattern of engagement and interaction when you have a system that tells you how to do so.
10. Use Native Writers
Stop outsourcing your content to writers that are less than fluent in English. Yes, it costs more to have a native speaker write your content, but better quality content and satisfied readers will be more than worth it.
11. Make It Interactive
The easiest and most effective way to make a blog post interactive is to integrate social media. Use plugins that let readers “Click To Tweet” certain phrases, and offer social sharing buttons with every post.
12. Expand Your Vocabulary
A mark of a high-quality blog post is an expansive vocabulary. Use words that show your knowledge on the subject and vary your sentences. This will make your content much more enjoyable to read.
13. Link to Outside Content
Let’s say you’re an accounting firm writing a blog post about the best tax deductions to take on your business expenses. The reader isn’t going to simply take your word for it, particularly with something as sensitive as taxes. They’re going to want some outside, credible sources to back up your point.
Linking to sites like TurboTax and the IRS official tax website will offer credibility and provide additional useful resources to the reader. As mentioned previously, people are far less likely to be bored by content that’s helpful.
14. Integrate Multimedia
Fifty-eight percent of marketers are convinced that original written content performs better than other forms of content. But that doesn’t mean visuals and videos aren’t useful for augmenting your blog posts. Create a funny meme, useful video, or informative infographic, and use it to enhance your blog content.
15. Use Analogies
When you need to explain complex principles, instead of relying on jargon, try using relatable analogies. For example, if you’re trying to explain insurance concepts, you might compare buying life insurance to renting an apartment vs. buying a home.
You could explain how when you don’t buy life insurance, you only have stability for the length of the apartment lease, which could be as little as two years or as great as 10 years. When you buy a home, however, you’re constantly putting equity into it, and your money is going towards stability for a lifetime.
Doesn’t that make this complicated concept easier to understand?
16. Enhance Your Headlines
According to research from CopyBlogger, 80 percent of people will read headline copy, but only 20 percent will read the actual article. That 20 percent clicks on the article because the headline is compelling enough to make them do so.
“Your headline is the first, and perhaps the only impression you make on a prospective reader,” says the same research. “Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist.”
17. Ask Your Readers
Your readers know why they aren’t interested in your content. If you run a survey regarding your content marketing strategy, you might find out some good information.
18. Report News
Though evergreen blog posts are always useful, relevant and timely articles carry a lot of weight in the content marketing world. Stay up to date on the latest news in your industry, and publish interesting articles that keep your readers updated.
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19. Use Proof
Facts, statistics, case studies, and other research turn a mundane blog into something exciting and useful. Use evidence wherever possible to improve the success of your blog posts.
20. Pull from Real Life
Last, but not least, take your own life into perspective when coming up with blog content. Use case studies, experiences, and past stories to beef it up and keep readers interested. Your business life is a lot more interesting than you might think, and you can use it to monetize your blog.