Creating Compelling Content VS Just Creating “Just Any” Content
“Did you know that not ALL content is created equal. You can’t just slap together a blog post once a week and expect the leads to start rolling in. You have to earn them. And you do so by creating compelling content”……..says Neil Patel, QuickSprout.com
Once you understand how to create compelling content, you’ll start seeing much better results with your content marketing like:
- more traffic
- more shares
- more engagement
- better conversion rates
What exactly is “COMPELLING CONTENT”? – Simply defined as content that:
- Resonates – people feel like you’re writing for them. They relate to not just what you write but also how you write.
- Converts – compelling content engages people. It sucks them in so they pay attention and eventually trust what you write. This leads to more subscribers, more leads, and more sales.
- Matters – perhaps most importantly, compelling content makes readers feel something. They care about the content, which is what drives them to take action. Modern content can’t just inform. It must also distract, entertain, and inspire, and do so in an enjoyable way.
If you’re interested in learning how to make your content more compelling, listen up, because in this post you will find Neil Patel’s 8 underused components of compelling content that you will want to implement right away in your next blog post……..
1. Set the stage with your headline
- Your headline is your first possible chance to gain or lose the interest of a reader.
- If you have compelling content in the body of your article, make sure you also have a compelling title.
- Interest and curiosity go hand in hand: One of the fundamental requirements of compelling content is to be interesting for your readers.
- You can’t learn from or get absorbed in content unless you are interested in it first.
- There’s one simple concept that you should focus most of your effort on: the curiosity gap.
- When you would like to find out an answer to something that interests you, the space between what you do know and what you don’t know is called the curiosity gap.
- When used properly, it can have a dramatic effect on many aspects of your business.
- It boils down to creating interest and uncertainty in your reader’s mind.
- Your headline needs to leave something to be answered, but if the gap is too big, readers won’t bother clicking it
2. One dimensional is boring
- There are two main strategies you can employ to help deepen your readers’ interest and engagement in your content:
- Keep it stimulating
- Make it as interactive as possible
- In order to stop your text from dragging on and on, you can break it up with a variety of “rich media” and formatting.
- Formatting is the simplest place to start.
- Write short paragraphs and sentences that are easy to digest.
- Use different font sizes, bold, and italicize to emphasize important parts of your article for scanners.
- The most basic type of rich media is images
- Think about it from your readers’ point of view: if you open a page and all you see is a lot of text, you’ll feel intimidated by the information thrown at you.
- A picture allows your readers to quickly get a sense of what the article is about and scroll down a bit, which feels like making progress.
3. Immersion is a solid state – don’t break it
- The part that most bloggers get lazy at is “editing”.
- One of the most important jobs of an editor is to make sure that all parts of the article flow smoothly into one another.
- They should all logically connect to each other.
- Once you have your headline, make sure your content reflects that.
- The headline and the intro both help you set up the premise of the “story.”
- The intro needs to induce just as much curiosity as the headline……It is the second most important section of the page
- All of your subheadlines should tell a story and be relevant to the main topic.
- If you can grab skimmers’ attention with one or more subheadlines, they will start reading that particular section with more attention.
- If that section is particularly well-written, they will go back to see what they missed.
- One good subheadline can be the difference between an engaged reader and one who quickly skims your content and leaves.
4. It’s not an article, it’s a story
- You can call your content an article, a blog post, or whatever you want.
- But the way you write your content will determine if it’s compelling or not.
- You can’t write compelling content without caring about the topic or not having an opinion about it.
- Always remember that you are telling some sort of a story to your reader.
- One thing that almost all great blogs do is they engage their readers by using words such as “you,” “your,” “our,” “I,” etc.
- Your intro should tell the reader how they will benefit
5. If you don’t back it up, your reader will click the “back” button
- If your audience is particularly uneducated, you might get away without citing your sources, but it’s pretty rare.
- Try to back up every single claim and opinion with a solid statistic or source.
- It’s one of the key factors in writing a data-driven post.
- Get in the habit of finding relevant statistics and studies when you make a claim, or provide your own data.
6. All content needs this…….
- The peak of the story’s plot is the “climax,” which is where the main action takes place
- Remember the curiosity gap created in the headline?
- The climax is the point just before you resolve it.
- The tension is unbearable for the reader, and they will read on almost no matter what.
- House on fire? “It can wait until I’m done reading this post.”
- Shortly after the climax, there is the big “reveal.”
- This is where you relieve that tension by providing exactly what you promised.
- It’s crucial that you deliver, or the reader will be disappointed.
- They are looking for a definitive solution to their problem described in your article, and you need to deliver it.
7. What the heck do I do now?
- It’s tough to go from reading for an extended period of time to taking action of any kind.
- You’re in a mindset of absorbing information, not applying it.
- Having readers apply what you write about is good for three reasons:
- They get more out of it – If readers don’t apply what you teach them about, they won’t fully understand it.
- It’s more fulfilling – There’s nothing more fulfilling than seeing a reader put your advice into action and succeeding.
- They’ll remember it – If someone takes action and gets a good result from it, they will remember where the original advice came from. This will lead to more subscribers, more engagement, and more long-term fans.
- Compelling content should not only inspire action but it should also show readers how to take it.
8. What’s your point?
- All good content has some sort of point it’s making
- The final part of compelling content is a concise statement of its value.
- After reading an article, a reader has likely taken in a lot of information
- If you’ve done your job right, they’ve read most words and even understand how to use most of your advice because you’ve provided clear examples.
- Recap the main point of the article, the problems you have solved, and the ways your readers can apply what they’ve learned in their own lives.
- The important thing is that it’s concise and it contains a valuable message.
Really zoom in on the most important thing you want your readers to do after reading your article. If you’re ever unsure of how compelling your content is, read it from your reader’s point of view. Ask yourself how interesting it really is and whether it inspires you to take action (whatever action you want your readers to take).
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