Hooking Readers with Content

 In this increasingly digitized and easily distractible age, people now have shorter attention spans than a goldfish. The average attention span of a goldfish is nine seconds. 

 So how can you make your content more interesting?

 Hook

The first sentence should grab readers’ attention. A good headline and introduction go a long way.

 Variety

No one wants to read boring, dry text. An easy way to avoid that is to incorporate different mediums. Use visuals – pictures or graphics – to make the page more interesting. Infographics are a great tool to disseminate information quickly in an easy-to-read format. Videos can be another way to get your message across. If the post is made up of photos and videos, most visitors will scroll all the way through.

 Copy

If you use technical or business jargon or acronyms, you’ll lose your readers. The trick is to be approachable yet authoritative, relatable not condescending. Be concise, show humor when possible, and write like you speak. Incorporate anecdotes. Providing readers with little mental breaks, like subheadings, graphics, and other formatting devices, can also be helpful.

 Targeted

Do some research and find out what your audience wants or needs to know. Ubersuggestis a great tool for this. What are your competitors writing about? Write the same thing, but better. Or take a new angle. When are your readers usually online? Post at those times. 

 Creativity

Basically, take any opportunity to be creative. This can even include the 404 error page, which is a good example of showcasing your company’s talent in a unique “advertisement.”

 Engage

Make content more dynamic. Engage with your audience. Ask questions and create a dialogue. Think outside the box. Hold a contest, create a new hashtag or term, create some interest. And leave them wanting more.

 Challenges

What if your industry by nature is considered boring? There are other tricks you can employ, like taking a controversial position on a topic, incorporating tangential topics, or compiling useful, unique data. You can even post case studies or interview industry leaders.

 If you’ve read this far, congratulations! You’re in the minority, because most readers only get about 60 percent of the way through any given article. If you need help changing that number, you know where to find me.