Wonder how top influencers are able to post every day without fail? Two words: content library. If you want to consistently publish quality content on your social media, your blog, or anywhere else, you must get organized.
Just because you’re creating content and putting it in front of your ideal client doesn’t mean they’ll consume it. You can have the most valuable content in the world and put it in front of everyone but still have very few actually read it, listen to it, or watch it. Simply creating content and putting it in front of the right people isn’t enough. You need to grab their attention and keep it. When people land on your blog post, they’ll decide in just a few seconds if this is something they want to stop and read. Here’s how you can help them make the decision to stick around and read everything you have to say.
Make your post skimmableWhen I say “skimmable”, I mean they should be able to skim the post and be able to get some idea of what the post is about.
Use subheadings frequentlyIf you don’t use subheadings, the post would look like an essay. Plus, the reader wouldn’t be able to quickly get the gist of what the post is about. There are two ways you can use subheadings:
- One is to separate different sections of the post.
- The other way to use subheadings is to emphasize interesting sentences.
Use imagesYou’ve likely heard the quote “a picture is worth a thousand words”. When a person is skimming your post, not only do the subheadings give them an overview of the post, but the images will provide additional information. They’re also just visually pleasing and they make the blog more readable because images break up monotony of the text. Speaking of readability…
Your blog post should be readableOnce they’ve decided the post is worth reading, you need to keep their attention.
A blog is not an academic paperFor many of us, most of the writing we’ve ever done was for school. We had to do tons of research, use fancy words, and be somewhat formal in our writing. A blog is not the place to be “brainy”. I don’t mean to say that you need to water down the quality of your content. Don’t water it down. But write it in a way so that it doesn’t take too much brain power to understand it. Keep your sentences simple, keep your sentences short, and use words that are used conversationally (unless it’s a technical term). Generally speaking, when people are casually surfing the web, they’re not there to use the same amount of brain power they use to read academic content. So if something requires a little more brain power than they care to use, they’ll leave. Plus, people of the internet have short attention spans and there’s a LOT of shiny objects online. It’s really easy to click away. They know they can get what they need elsewhere.
Short paragraphsYour paragraphs should be short. I usually say use one to four sentences per paragraph. Whenever a paragraph ends, it feels like you’re taking a breath. It keeps the pace of your writing light. Design-wise, when you have short paragraphs, there will be more white space. White space is just empty space. This makes it feel more expansive and less cramped.
Large enough font and line heightSpeaking of design, your text should be easy to read. Don’t use super tiny font so they have to strain to read it. And also be mindful of the spacing between lines as well (this is called “line-height”). Let your words breeeeeathe. Again, people won’t automatically consume your content just because they’re in front of it. You need to capture their attention and keep it. Take the time to go through a few of your most recent blog posts (or all of them, if you have the time) and make them skimmable and readable! I’d love to see your blog! Post a link to it in the comments below.
Welcome to Unforgettable Online Marketing! In this quick episode, I describe what this show is, who this is for, and what to expect.
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