Once you've determined your target audience, learned about their problems, needs, and desires, set their business and marketing goals, you've decided to create website content or blog.
Great! But what now?
Content is the first element that helps users get to know you and your brand. And we all know how important first impressions are (hint: the first 3 seconds are critical).
And you sure as hell don't want to be boring within the first 3 seconds as your audience lays their eyes on your content.
One problem is that today we are overwhelmed with content and information from all kinds of Internet sources.
Our attention spans grow shorter and we have less time to read anything, especially when it's not interesting or relevant to us.
But a major problem that plagues most blogs is that they are just too… boring!
The readers are yawning after reading the title and have no intention to read even the next line in the next paragraph.
And they certainly won't remember the brand that wrote the boring blog.
Low value and trivial content is the worst enemy for your brand. People today have zero tolerance to uninspiring, irrelevant and boring writing.
You write your content for your readers – and it needs to be specifically designed to educate, troubleshoot, and add value to your users.
Therefore, telling your story interestingly and educationally is a condition which every marketing communication must fulfill.
In this article, we will reveal how to avoid boring content and how to keep the attention of your readers.
Why Is Your Content So Important?
There are several reasons why focus shifted over the last few years to content, but one thing is for sure: Good content helps to increase sales.
That means you do not have time to ignore the importance of quality and compelling content that gives you the opportunity to improve your visibility and keep in touch with your audience.
And making them fall asleep with your content won’t help with the further relationship.
Content marketing consists of creating and distributing relevant content with the aim of engaging users and encouraging them to buy products or services.
However, at the core of content marketing, it is not a sale.
Content marketing is about increasing the interaction of the audience and stimulate feelings that are somehow connected to the brand.
Besides, quality content lasts forever so that some prospective potential buyers can find it.
However, remember that in content marketing quality is more important than quantity since it's about creating deep and long-term relationships with customers.
Content marketing is running on long runs, which implies a lot of work, persistence, and consistency.
Interesting and attention drawing content isn’t just about making your content more likely to attract visitors (though those are nice benefits).
It’s also about making your brand more relatable, valuable and approachable. And you accomplish that with content marketing. It’s about forging better, more personal connections with your potential customers, increasing your conversion rate, and entering new client relationships with a warmer foundation.
It is indeed important to note that creating content is nothing but storytelling. But, telling the great story. Creating a good content that gives value to your readers and ticks all their boxes while reading.
Keep in mind that your content needs to be relevant, high-quality and to keep your readers attention!
The cold hard truth is, readers today get bored quick. And bored readers run from your page.
Well, How to Avoid Being Boring with Your Content?
1. Tell A Story to Your Readers
One of the oldest and most compelling ways to keep the reader’s attention is by telling a story and using real-life examples to explain problems and provide solutions.
Stories are naturally attractive to readers; they have a clear beginning, middle, and end.
They will provide more reactions than a text constituted of facts and statistics, for sure. One of the best methods for building a connection with your readers is through storytelling.
When we incorporate stories into our content writing, we transform the information from dull and informational to inspiring and captivating.
By sharing stories, you can show what you are doing and what your brand stands for is more than just profit. This way you show you care about solving real problems and helping your audience.
Storytelling also creates context between the different pieces of content we create as we put them together into a bigger picture.
The perks of using are story are multifold: you can tell an anecdote, funny story that happened to you or you can tell a personal story to become closer to your audience.
Because you can only create so many list posts or 'how-to' articles about your service or industry.
Your solution for creating a seemingly unstoppable top-quality content is storytelling.
The art of storytelling is easy – tell more about yourself, the background and your business insights. Reveal something that is somewhat personal, and your content will not be boring in any case.
2. Focus on your readers
And by that we mean putting yourself in your reader's shoes.
Ask yourself what your audience wants to know, what are their expectations from your brand and content.
The biggest struggles for content marketers sometimes is to decide on which topics to write about. It's rather obvious.
Write about your readers, their challenges and interest. Aim to write on subjects that your readers can take and use in real life.
Think about writing articles on that will answer your reader's dilemma.
For topics that aren’t so practical you’ll have to get creative; instead of writing a review, write a buyer’s guide. Instead of writing a news piece, write an opinion piece that makes suggestions on what to do next.
We know you probably heard this one before, but not many brands incorporate into their content.
Focus on your readers – not on your brand.
3. Don’t try to Fit In – Stand Out
Your content can't be interesting if you are always writing about similar topics or things your readers already know.
Aim for the unexpected topics or if you choose to stick with a familiar subject, add in something surprising and new to spice it up.
For example, if you are writing a post about some new supplies or pieces that will make an impact in your industry – don't just describe it and state the obvious.
Add something surprising about it or pose a counterargument to the typical writings about it.
Shock your readers and give them something they are not expecting to read. That will keep their attention span for much longer, we guarantee.
People are naturally drawn towards controversial subjects and opinions, and the rush of comments will make your content even more popular.
Just look at all the major news outlets across the world. Whether it’s BBC or CNN, they love to drum up controversy and polarising opinions.
Because these news companies know controversy creates cash.
So if you really want to stand out from others - take a look at what is the general opinion towards subjects in your niche.
For example, if you’re in the health business. If the industry feels that eating carbs is bad and you disagree, tell your audience why you think that way.
Provide evidence to support your claim, and put forth a valid argument. Look towards what your competitors are saying. Do you agree with their opinions? If you don’t, tell your audience why.
Filling a gap between is a great way to push your thinking and engage your customers.
4. Include more Visuals
If your content is usually text-based, no wonder people get easily bored on your website!
Visuals play a crucial role in content marketing these days. Not only do online consumers prefer to watch videos and view images, then read any piece of text, but visuals boost engagement and conversions.
With compelling visuals, you can make even the most boring industries interesting.
Try and experiment with pictures, videos or infographics. Vision is the most powerful human sense, so people are naturally drawn more to visuals than text.
Also, break up your content with images or videos – give your text a real atmosphere.
We know, the written content is probably the easiest to create and the most useful regarding optimising your site for SEO. But, images and video can quickly turn an otherwise dull piece into a much more captivating and refreshing.
5. Write in a Casual Voice
One of the biggest fails when it comes to content is writing like a robot. Nobody wants to read a static and cold piece of information that will make them question if its human behind the keyboard or AI.
The secret sauce to content marketing success lies in writing in a consistent brand voice, but here is where most brands here make a huge mistake.
They all want their voices to be professional, authoritative, and distinguished.
There’s nothing in general wrong with this, but strict adherence to those brand qualities lends itself to heavy, plodding, uninteresting content.
These businesses forget that at the end of the day, they are selling to real human beings. They don’t want to deal with a faceless, lifeless corporate entity – they want to deal with real humans.
This is why you need to make things personal. Take the main aspects of your brand’s voice and blend them with your own personal style.
Put your personality into your writing, and adopt a more casual, fun and conversational tone to brighten up your piece.
Live up the piece by writing in your natural voice, complete with casual sentence structures and a more natural way of speaking.
3 Tips to Keep the Attention of Your Readers
1. Attractive Title
The blog title is one of the most critical elements to attract the reader's attention. It is necessary that the title:
- Invites action, educates users, provides instructions on how to use something.
- Includes a keyword that will be written in a blog post.
- To be short, easy to read and straightforward.
- Shows what will be written in the blog post.
- Represents the user's solution to his problems.
- Attracts the attention of the targeted audience and intrigues them to learn more about the topic
2. Publish Regularly
You cannot expect positive results and faithful readers if you create new blog content once a month. It is necessary to regularly, preferably on a weekly basis for several reasons:
- Your blog is the best tool for creating new and exciting content on a website.
- Frequently and regularly writing a blog leads the search engine to index and recognise the relevance of your site (SEO boost, yay!).
3. Shape Your Text
You set up an interesting topic, created a good title, and attracted visitors to your blog post but did not read the text to the end.
Another mistake is the large amount of text that isn’t shaped in any way. Is that what you really want your readers to encounter on your web?
Think about how much time you take to read a blog post.
You will notice that online readers, unlike reading books, are quicker to browse content on a web page, scan footage, bold text and bullets, and do not stop at every single part of the text.
An overwhelmingly large chunk of text may deter the user from reading further and hence it is necessary to format the text containing the following:
- An attractive title.
- Attractive and high-quality photos.
- Internal links to other sources.
- Subheadings and numbers.
- Bold text.
- Moderate length of text
Content marketing is a long-term strategy and process that lasts and will not lead you to customers right away. But it certainly won’t lead to any customers if you bore them.
It is important to know that people first fall into the story and feel and only then buy their products or services.
Today, more than ever before, your audience wants to know that you care about them and care for you.
With that in mind, create content that will build an irreconcilable relationship with your potential customers because you will inevitably, one day, restore it with your faithfulness.
All of these strategies and advice that we mentioned will help increase the intrinsic value of your content—as well as your audience’s interest in it.
Remember, even if you’re in a so to say “boring” industry – there is no excuse to write and publish boring web content.
This is your first—and possibly last chance to convince your readers you’re worth their time, so use it wisely.
About Murray Dare
A digital marketing consultant and entrepreneur,
Murray runs his marketing agency Murraydare.co.uk and several online startups.
Murray has helped startups and businesses achieve online success through a considered approach to marketing.