3 not-so-boring tips on how to avoid boring content
To say that the Internet is a crowded place is like saying that there are a lot of stars in the sky, grains of sand on a beach, or atoms in a cell. According to the Internet Live Stats there are more than 1.8 billion sites in existence, around 5.3 billion Internet searches and over 5 million blog posts written today, including this one I’m writing right now!
As you can imagine, capturing users’ attention in this exploding digital universe can be tremendously challenging. A study conducted by Chartbeat showed that a stunning 55% of users spent fewer than 15 second actively on a page! I don’t know about you, but 15 seconds doesn’t seem like a lot of time to soak in the written content on a website’s homepage. What is more, it takes about 50 milliseconds for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave according to several studies collected by SWEOR. So, before we start sweating profusely about being judged so swiftly and ruthlessly, let’s discuss some useful tips that can help you create well-written content that can help you rise to the top of users’ search results and hold readers’ attention.
The golden rule that you should always keep in mind is that, regardless of whether your content appears on screen, in print or carved into a pyramid wall, it should always be customer-centered. However, this doesn’t necessarily mean that you should just pick the correct words to sell your product. This will probably help you rank higher in Google’s search results, but it won’t prevent your readers from stopping their reading midway through, because they found nothing interesting to catch their attention. This is why you need to optimize your writing in order to stir the readers’ curiosity if you want them to get past the 15 seconds of doom.
The second element you should keep in mind, while generating your content is the fact that you should establish a connection with your readers. This will help you forge deep and meaningful connections with them, which will humanize your brand and set you apart from your competitors. This makes total sense, because customers may be rational decision makers, but you can’t rule out the emotional factors that frame those decisions and behaviors. Simply put, engaged customers spend more, return more often, and stay longer!
More than two-thirds of the decisions that employees and customers make are based on emotional factors
This viewpoint is also backed up by studies conducted in behavioral economics. In Retail and the “New Normal”, Ed O’Boyle theorizes that, in contrast to the more traditional economic approaches “more than two-thirds of the decisions that employees and customers make are based on emotional factors.” He then goes on and proposes that there is a strong and measurable connection between customers’ emotional connection and financial performance. Specifically, he claims that according to several studies, companies that create emotional connections with their customers experience sales growth of up to 85%! Moral of the story? Your content will be subject to an extreme level of snap judgement, and in order to keep your readers engaged and achieve top notch customer experience you need to create a bond that is both rational and emotional.
After you put yourself in the shoes of your readers and connected with them, you need to get them to “call-the-action.” How do you achieve that? With a powerful call-to-action phrase that will get them moving. Conversions, revenue, business and profit- they all depend on that mighty button. Keep in mind that there’s no room for subtleties here! The call-to-actions are the exact things that make the customer push the button and purchase from your company instead of competitors, so make it strong and motion-oriented. Also you need to give your readers a reason to call the action. You need to make them understand that they’ll get something worthwhile in return. Use your call-to-actions wisely, because the user’s action is what it’s all about!
As you may have gathered by now, winning the game of first impressions and building compelling content is not as easy as it seems. Poor content can tarnish a company’s credibility significantly—but a quality website can help a business extend its sphere of influence and improve financially. If you tagged along until the end of this article and didn’t stop reading midway through, we hopefully helped you fill your digital toolbox with tips on how to improve your content and make it more customer-centered and conversion-driven. Let’s get to writing!
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