Your Content Sucks, Here's Why

4 replies
Do you spend a lot of time and resources writing and creating content, and feel like you get absolutely nothing from it? It's not you, it's your content. Turns out there's actually Science behind creating content that gets read, shared and converts.

Today I am creating a resource for you, that holds tips and tricks that will allow you to create significantly better content. And, most of what I'm saying can be proven from research.


Use a headline formula

It's absolutely crucial that your post has a rocking headline. You must stand out from the noise and give readers a reason to notice you, and click on you.

Many people use the Who-What-Why formula. This means that you're always answering something, like the title for this post. You're basically saying here's why you need to read this.

Another formula is to ask a question. For example, Why Does My Content Suck? This will speak directly to your ideal customer, who has already been asking themselves this exact question.

As a general rule, make your headline short and sweet. Get to the point, and use your content to support what you've stated you will discuss. Don't think of a frisky title as being gimmicky -- everyone knows those are the posts that get read.

For more help on your headline, check out this guide from HubSpot


Use chunking in your body

Many studies have proven that chunked content is significantly easier to read, comprehend, absorb and remember.

It's useful in several ways, particularly with separating topics, making numbers easier to absorb, and wanting to press a point. You can read more about the facts behind this here.

Format your content with paragraphs, bulleted or numbered lists, images and subcategories.

It's also proven that most people will scan an article, rather than actually read every word, so the chunking and separating allows for ease of scanning. If readers can't scan, there's a huge risk they will just move on.


Use Language Your Readers Can Understand


It's critical that your readers can easily read and understand your content. If you're using words that are unfamiliar to them, you pose a risk of completely turning them off.

Ambiguous words can confuse readers, and will force them to slow down and really think about what they're reading, in order to put things into context. People don't like when they have to do this, as reading is such a natural and fast process.

Homonyms and homophones can completely derail a reader. Are you still with me? I'll just give you an example of each, rather than continue to use fancy words. You'll notice that you had to slow down and really think about what you were reading, in order to understand. No one enjoys being forced to think that hard.

Homonym = She had to crane her neck back, as she struggled to see the crane her daughter was pointing at.

Homophone = Yesterday, I ate eight pieces of pizza.


Make Your Content Legible


This is something that can be fairly subjective, so there isn't a concrete formula behind it. Basically, you need to make it easy for people to read the information -- you need to remove any visual barriers. Typical things to watch out for:

Make sure the text and font are big enough, contrast the background enough, and that hyperlinks are easy to define.

The layout of the pages should make sense, and have clear direction so people can easily access the content they are looking for

Properly structured headings are very important for this part; as a writer you may not have control over the final product -- if that's the case, structuring your headings, titles and sections within the body becomes that much more important.


Make Sure Your Target Audience Wants It

This is a big one. Ultimately, you can create all the content you want -- but if it's not what you ideal client wants, it's a complete waste of your time. This is where the beginning stages of completing comprehensive customer profiling and content marketing strategizing come in. Start with a clear vision of who you're targeting, what they're interested in, and how you can help them. What problem can you solve for them? Use this as the foundation for everything you create.

If you're unsure on how to create your customer profile, here is a guide to get you started.


Include A Strong CTA

Essentially, a call-to-action (CTA) is what tells your audience what you want them to do.

Some tips for creating a great CTA are:

-Use strong command words like "Buy", "Shop" or "Download"

-Keep it short, simple and clear

-Give your audience a reason why they should take the action you want them to.

-Use numbers to prove value

-Get creative and test different layouts

-Make sure it's noticeable -- a button, big bold letters, etc.

For some really great examples on strong CTA's, check out this post.


You Need Eye-Catching Images

Having great images is crucial for your content. With blogs, and particularly social media, if you don't have an image to grab attention, your content may go unnoticed. We're a visual society and countless studies have proven the importance of imagery. Check out one of those here.

And, if you don't know where to get images, don't worry - there are plenty of free resources online, You just need to know where to look. Start with this list of sites that offer free images.

Make Sure It's Easy To Access & Share

Pushing out your content is vital to it's success. Just because you post something on your website doesn't mean anyone will see it. You need to take the next steps and promote it shamelessly through all social media platforms, and also ensure you make it attractive and easy for readers to share and promote your content themselves. You will also found certain social platforms are more keen to share blogs, like Twitter. With some hashtag research, you'll find lots of people out there who are happy to blast your posts.


Ensure It's Optimized For Mobile (Or Responsive)

Last but not least, don't forget that most people will be viewing your content on their mobile phone or tablet. As long as you have a mobile site or a responsive site, you should be fine. But always check, don't just assume people can read. No one likes to squint or zoom, or struggle. It's crucial your content is optimized for mobile.

Does anyone else have anything to include on this list?
#content #content marketing #internet marketing #sucks
  • Profile picture of the author DABK
    Is it a small homonym if you ate eight small pieces of pizza? Or the size of the pizza pieces doesn't matter? In any case, my pizza pieces are bigger than yours and I too have the best words.

    PS Ambiguous words always confuse readers; if they didn't, they wouldn't be ambiguous, they'd be clear and words with simple, clear meanings do not confuse.

    Not-speaking of headlines (It's absolutely crucial that your post has a rocking headline.), where's your rocking headline? How's about your chunking and bulleting?

    And what happened to "Who-What-Why formula?"

    And, to answer your question about time and resources and creating content, no, I do not. When I spend a lot of time on creating content, I get a lot from it.

    And, were you really surprised that there's science behind conversions and the like? Tsk, tsk, tsk.

    PPS Next time you create resources for me, put some resources in the resources.

    Originally Posted by MalamaxMarketing View Post

    Do you spend a lot of time and resources writing and creating content, and feel like you get absolutely nothing from it? It's not you, it's your content. Turns out there's actually Science behind creating content that gets read, shared and converts.

    Today I am creating a resource for you, that holds tips and tricks that will allow you to create significantly better content. And, most of what I'm saying can be proven from research.


    Use a headline formula

    It's absolutely crucial that your post has a rocking headline. You must stand out from the noise and give readers a reason to notice you, and click on you.

    Many people use the Who-What-Why formula. This means that you're always answering something, like the title for this post. You're basically saying here's why you need to read this.

    Another formula is to ask a question. For example, Why Does My Content Suck? This will speak directly to your ideal customer, who has already been asking themselves this exact question.

    As a general rule, make your headline short and sweet. Get to the point, and use your content to support what you've stated you will discuss. Don't think of a frisky title as being gimmicky -- everyone knows those are the posts that get read.

    For more help on your headline, check out this guide from HubSpot


    Use chunking in your body

    Many studies have proven that chunked content is significantly easier to read, comprehend, absorb and remember.

    It's useful in several ways, particularly with separating topics, making numbers easier to absorb, and wanting to press a point. You can read more about the facts behind this here.

    Format your content with paragraphs, bulleted or numbered lists, images and subcategories.

    It's also proven that most people will scan an article, rather than actually read every word, so the chunking and separating allows for ease of scanning. If readers can't scan, there's a huge risk they will just move on.


    Use Language Your Readers Can Understand


    It's critical that your readers can easily read and understand your content. If you're using words that are unfamiliar to them, you pose a risk of completely turning them off.

    Ambiguous words can confuse readers, and will force them to slow down and really think about what they're reading, in order to put things into context. People don't like when they have to do this, as reading is such a natural and fast process.

    Homonyms and homophones can completely derail a reader. Are you still with me? I'll just give you an example of each, rather than continue to use fancy words. You'll notice that you had to slow down and really think about what you were reading, in order to understand. No one enjoys being forced to think that hard.

    Homonym = She had to crane her neck back, as she struggled to see the crane her daughter was pointing at.

    Homophone = Yesterday, I ate eight pieces of pizza.


    Make Your Content Legible


    This is something that can be fairly subjective, so there isn't a concrete formula behind it. Basically, you need to make it easy for people to read the information -- you need to remove any visual barriers. Typical things to watch out for:

    Make sure the text and font are big enough, contrast the background enough, and that hyperlinks are easy to define.

    The layout of the pages should make sense, and have clear direction so people can easily access the content they are looking for

    Properly structured headings are very important for this part; as a writer you may not have control over the final product -- if that's the case, structuring your headings, titles and sections within the body becomes that much more important.


    Make Sure Your Target Audience Wants It

    This is a big one. Ultimately, you can create all the content you want -- but if it's not what you ideal client wants, it's a complete waste of your time. This is where the beginning stages of completing comprehensive customer profiling and content marketing strategizing come in. Start with a clear vision of who you're targeting, what they're interested in, and how you can help them. What problem can you solve for them? Use this as the foundation for everything you create.

    If you're unsure on how to create your customer profile, here is a guide to get you started.


    Include A Strong CTA

    Essentially, a call-to-action (CTA) is what tells your audience what you want them to do.

    Some tips for creating a great CTA are:

    -Use strong command words like "Buy", "Shop" or "Download"

    -Keep it short, simple and clear

    -Give your audience a reason why they should take the action you want them to.

    -Use numbers to prove value

    -Get creative and test different layouts

    -Make sure it's noticeable -- a button, big bold letters, etc.

    For some really great examples on strong CTA's, check out this post.


    You Need Eye-Catching Images

    Having great images is crucial for your content. With blogs, and particularly social media, if you don't have an image to grab attention, your content may go unnoticed. We're a visual society and countless studies have proven the importance of imagery. Check out one of those here.

    And, if you don't know where to get images, don't worry - there are plenty of free resources online, You just need to know where to look. Start with this list of sites that offer free images.

    Make Sure It's Easy To Access & Share

    Pushing out your content is vital to it's success. Just because you post something on your website doesn't mean anyone will see it. You need to take the next steps and promote it shamelessly through all social media platforms, and also ensure you make it attractive and easy for readers to share and promote your content themselves. You will also found certain social platforms are more keen to share blogs, like Twitter. With some hashtag research, you'll find lots of people out there who are happy to blast your posts.


    Ensure It's Optimized For Mobile (Or Responsive)

    Last but not least, don't forget that most people will be viewing your content on their mobile phone or tablet. As long as you have a mobile site or a responsive site, you should be fine. But always check, don't just assume people can read. No one likes to squint or zoom, or struggle. It's crucial your content is optimized for mobile.

    Does anyone else have anything to include on this list?
    {{ DiscussionBoard.errors[10718727].message }}
    • Profile picture of the author MalamaxMarketing
      Originally Posted by DABK View Post

      Is it a small homonym if you ate eight small pieces of pizza? Or the size of the pizza pieces doesn't matter? In any case, my pizza pieces are bigger than yours and I too have the best words.

      PS Ambiguous words always confuse readers; if they didn't, they wouldn't be ambiguous, they'd be clear and words with simple, clear meanings do not confuse.

      Not-speaking of headlines (It’s absolutely crucial that your post has a rocking headline.), where's your rocking headline? How's about your chunking and bulleting?

      And what happened to "Who-What-Why formula?"

      And, to answer your question about time and resources and creating content, no, I do not. When I spend a lot of time on creating content, I get a lot from it.

      And, were you really surprised that there's science behind conversions and the like? Tsk, tsk, tsk.

      PPS Next time you create resources for me, put some resources in the resources.
      Thank you for your constructive criticism.
      {{ DiscussionBoard.errors[10719794].message }}
  • Profile picture of the author ewenmack
    Alex, for the regulars here, it sucks having articles on content, not ad writing,

    Back to your article.

    None of it addressed the problem with
    writing to non-existing demand.

    https://app.buzzsumo.com is a tool to show demand of subjects.

    Best,
    Ewen
    {{ DiscussionBoard.errors[10718787].message }}
  • Profile picture of the author MalamaxMarketing
    Thanks for your comment, and you're right - if you're writing about something there is no demand for, that's an entirely different hurdle. This was meant to provide direction for people that are putting stuff out there that just isn't formatted in the right way.
    {{ DiscussionBoard.errors[10719785].message }}

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