People are more likely to engage with content that is easy to understand and memorable; effectively, marketing and sales experts say content that is ‘sticky’ is more valuable.
While this is evident on social media channels like Twitter, where short, snappy messages are common, it holds true for online destinations as well. With the rise of TikTok—and the increased competition that followed—bloggers must ensure their content is concise, well-written, and easy to understand if they want to draw in and retain their audience.
The Value of ‘Sticky’ Content
According to HubSpot Blogs research, only 8% of consumers have read marketing materials online; the remaining 92% have largely seen headlines or short snippets of text, which haven’t been effective in enticing them into action.
The best performing stories on the platform were able to maintain an average of 6.5 stars, whereas mediocre content garnered only 3.5 stars on average. This indicates that consumers have a clear idea of what they’re receiving, and it makes them more likely to engage with the material.
The Importance of a Memorable Mascot
It’s well-established that people are more likely to remember things that are unique and memorable, as opposed to commonplace and forgettable. What’s more, according to HubSpot Blogs research, 18% of smartphone users will click on a link or open an attachment in an email simply based on the appearance of the mascot (rather than any other element of the email or content).
Creatively, bloggers can use a memorable mascot to represent their brand. For example, Michael Hyatt and the Guy Kawasaki of ‘Amish Computing’ chose a grey whale to represent their company. The whale features prominently in their logo and on their website, and the team behind the blog ‘In a Pinch’ chose a dinosaur to serve as their blog’s mascot. The blogosphere is rich with content-creating organizations that have chosen animal-themed mascots; notable examples include Food Blogger TV, which features an otter as its mascot, and Shopify Blogs, which uses a panda as its symbol.
Make It Easy To Learn More About You
People have short attention spans, and marketing and sales experts have long-established that concise, easy-to-follow material is the key to capturing, and retaining, an audience. In an increasingly crowded digital landscape, the last thing bloggers want to do is force readers to scan an excessively dense blog post to learn more about the brand, product, or service.
To make sure readers can’t help but learn more about their blog’s topic, the information must be easily accessible and clearly presented in an engaging way. Fortunately, there are several established methods that bloggers can use to present information in a way that is both concise and effective.
Use Headlines To Hook Readers
In addition to utilizing short, snappy sentences to keep your material concise, you can use headings to draw the eye to the important information. For example, if you’re writing about digital marketing, you may want to include the following headings as an introduction to each section of your blog post:
- The Basics of Digital Marketing
- Types of Marketing
- How to Do It Well
- How to Measure the Results of Your Digital Marketing
Utilize Subheads To Further Break Down Complex Ideas
Although it’s preferable for a headline to be snappy and concise, sometimes a simpler, more straightforward approach isn’t possible. In those rare cases, you can use subheads to further digest complex ideas and present them in a way that is easier to understand. For example, if you are writing about the differences between organic and traditional marketing, you may want to include the following subheadings:
- What Are The Differences Between Organic And Traditional Marketing?
- The History Of Marketing
- Why Organic Marketing
- What Is Organic Marketing?
- How Does It Work?
- The Benefits Of Organic Marketing
- The Limitations Of Organic Marketing
Consult With A Professional Proofreader
Even when you write concisely, your content will rarely, if ever, read perfectly the first time around. Therefore, it’s essential to have someone who is not only an expert in their field but one who also has an eye for artistic beauty and can help you polish your work before publishing it.
If you don’t have the time or the expertise to accurately craft your content until it’s perfect, then you should consider paying for professional help. Fortunately, there are several online services that can help you find a native English speaker to correct your work and give it the polished look it deserves.
To continue the example above, if you’re looking for someone to edit the copy on your website, you can use a service like Revisioner; however, if you’re seeking someone to polish your Amazon Kindle content, you may want to try an online agency like Narrative Brand. Professionals charge by the word, so make sure you’re keeping track of how many words you’ve written and how many you’ve consumed in the process of creating your content. You can also use software programs such as Grammarly, Quick Write, and Hemingway to easily track the usage of your words and the errors you may have made while crafting your own content.
Avoid Plagiarism
Even when you hire a copywriter to assist you in creating your content, it’s still essential to keep a close eye on the material you’re copying. As a general rule, you should only use other people’s work in a way that is completely devoid of attribution. Make sure you’re giving credit where credit is due and don’t cut corners by simply copying and pasting material from other sources without properly attributing it.
In the example below, you can see that the writer has lifted several paragraphs directly from the website of the American Association of Advertising Agencies (4A’s):
“What is plagiarism?”
Plagiarism is the use of someone else’s work without giving them credit. It is illegal to steal another person’s work and represent it as your own. Therefore, if you are not sure whether or not you are permitted to use a certain piece of content, it is best to ask the author first. Plagiarism involves stealing intellectual property (IP) – which can include text, photos, videos, music, and logos – and using it without attribution. When asked, “Do I have to give credit to the author of this blog post?” you can answer with a resounding “Yes”.
If you are using blog posts as a form of content marketing, it is imperative to keep in mind that Google is currently prioritizing content that is unique and has not been created on a plagiarism-packed template. In other words, create original blog posts as often as possible.
What is important to keep in mind is that content marketing is a form of marketing that builds credibility through content created by independent individuals or companies. This type of content is often more valuable to a business than paid ads because they are less likely to be influenced by the brand or stand-alone product and are more likely to provide authentic, in-depth information that can engage with the reader and encourage them to take action. The goal of content marketing is not to sell a product but rather to provide information that is relevant and valuable to the reader.
Use Keywords And Keyword Triggers Effectively
If you’re seeking to increase your website’s chances of being found by potential customers, the first thing you need to do is research the right keywords. While you may not always be able to include the exact words or phrases that a potential customer is looking for, you can use a tool like Google Keyword Planner to find the words and phrases that people are using to find similar content. This can help you discover the right balance between competitive keywords and long-tail keywords, which are less frequently used but have a greater potential to increase your site’s exposure. Make sure you’re using a combination of keywords and keyword triggers, and test different combinations to find the most effective results.