When it comes to writing content that gets clicks & views there is one thing for certain- PEOPLE LOVE CONTROVERSY! It doesn't matter whether it's your life, their life, or a public figure, people love to read about the dirt. That's what I mean when I say, "Selling Grandma's Unmentionables."
No need to be ashamed for clicking on it, I'm willing to bet you're not alone. We all tend to favor post titles that are a bit risque in demeanor. If it invokes controversy or drama or even an angry response, chances are it's going viral. This is the bread and butter of creating copy that gets read.
We need to evoke a response quickly. In reality, an article that doesn't get clicked is an article that didn't get read and that means, it was a waste of your time. So then, how do we get people to read the things we've spent our hard-earned reputation and time writing? How do we get an article or blog to go viral? There's no sure-fire formula for it, but if there was then selling granny's panties is likely to get some notice.
The average person gives an article just 7-15 seconds of their time before clicking on to something else. So you've got to get their attention, and then keep their attention with something useful and educational for them. With that said, here are a few tips on content creation.
Selling Grandma's Unmentionables: Do's & Don'ts of Content Creation
- Do your research: How well do you know your intended audience? Who are they? What drives them? What are they looking to learn? What can you offer them? What keywords do they respond to best? You can search keywords using a variety of free or paid tools, I prefer to use SEMRush Keyword Tool, but there are plenty to choose from out there.
- Headlines sell: If the tabloid media has taught us anything, it's that the headlines sell copy. Issues packed full of people with issues and sensational headlines get the paper. Now chances are you're going to want your title to be fairly on point with the meat & taters of the article. So we don't want to necessarily mislead the reader, just pique their interests instantly. Play around with your words, try a few different titles in A/B tests to figure out what your audience responds best to.
- Short & Sweet/To The Point: Your audience may or may not know you already. If they do then the explanations or background of the company is not needed. However, if you're reaching out for new readers/clients then a bit of back story may be needed. Just keep it to what they need/want to know. Try and let your reader learn about you through the knowledge you share with them. If you own a plumbing company, then a list of water-saving tips or a pictograph of what can and can not go down the toilet might be useful. The benefits of cotton versus wool socks on the other hand not so much. Common sense does apply here. I use Piktochart for all of my graphing and chart needs, they have a simple click and drag template based system that lends well to quick pictograph making.
- A Picture is Worth A Thousand Bucks: Most people these days are extremely pressed for time and their minds are filled with lists of to-do projects, errands, and the stack of paperwork on their desk. They do not have time to read a 5,000-word essay on why they should choose fluorescent light bulbs over incandescent ones. However, a simple chart showing the money saving benefits of one over the other would be useful, engaging and will most likely stick in their minds. We are visual learners, the lot of us.
- Brand Consistency: If you're a new marketer or company starting out, it is imperative that you consider your brand image. What colors will create the biggest impact in your business? For example- Kodaks trademark Black and Yellow, or Coca-Colas Red can with the white calligraphy or Targets red bulls-eye logo. These are all trademarked and brand specific imagery we've all been conditioned to recognize. your content should do the same. The fonts should remain consistent, the colors true to your brand, and the bottom-line messages should not deviate much. Deciding these factors before beginning any ad campaign are essential to a proper branding of a company image.
- Format & Media Outlets: Some media formats lend themselves readily to specific industries. For example, Lawyers may find local Television ads more effective than internet ads because chances are if you're in jail you don't have access to a computer. Not only that but lawyers tend to be more localized in their covered territories. Inversely, a national food chain or especially a how-to blog would work much better on a broader scale media such as the internet and thereby, social media such as facebook and Twitter may be better and more cost efficient outlets.
- Personalized Attention: Consumers want to feel special. Hey, we all do. So content that touches someone emotionally, or moves them internally to reaction works the best. The trick to viral content is again to elicit a response, any response that stirs the senses (anger, joy, fear, protest, love) will do, although as human beings we are wired to respond stronger to something with a negative context or controversial issues than we are with happy thoughts of love. Be creative, but be cautious not to sink the boat you're standing in either.
Truth be told, there is no sure thing when it comes to content creation. And if you're new to it, you're bound to make a few blunders here and there. Public Relations companies can be found in the yellow pages if you end up in hot water, kind of kidding. But really, if you take the time to do your homework on your intended audience and what drives them to actions, you'll soon find the preferred method of reaching them. But content is key. It needs to be true, personalized, and engaging. Follow those 3 concepts and you'll convert with ease. Remember, selling widgets may get a few people in the market for a widget. But selling granny's Panties will get everyone's attention whether they wanted a widget or not.
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