In 2015, a Microsoft study announced that people now have shorter attention spans than the humble goldfish. Thanks to smartphones, the internet and social media we’re all doomed to spending our lives aimlessly staring into the abyss, much like a carnival prize.
Now, we’re not really convinced that the “science” is true here but there is an undeniable underlying point. People have lots of emails to catch up on (or if you’re in a start-up, make that Slack messages) so getting them to land onto your blog is only the beginning. Once they appear, you don’t want them to disappear like a whack-a-mole (yes, another carnival related simile) before you’ve had time to really capture their interest. So how do you get your blog noticed?
Here are three tips you should consider when writing every post, to keep your website visitors engaged and to stay longer…
Get your audience engaged by: developing a strong tone of voice
We know that creating content can be daunting. It’s why inflo.Ai exists. Our company mission is to give marketing teams as loud a voice as possible. But we also strive to make people realise that creating good content and growing organically online isn’t as impossible as it seems (or your local SEO agency makes out). To cut through and get noticed, it’s important to know who your audience is and what problems they’re facing.
For us, to break down those content barriers it’s important that our tone of voice is approachable, open and knowledgeable.
So what does this advice mean for you?
First, you need to define who your ideal customer profile (our handy ICP post helps) so you know who you’re writing for. What are they looking for? What problems are they facing? How can you make a genuine connection with them?
Second, it has to be authentic. Think hard about how you can demonstrate your industry-expertise and give original insight. The easiest way to do this is with customer anecdotes or unique opinions on industry developments. Don’t forget, our SEO scanner helps you check for the originality of your post…
Key takeaway: avoid writing an incoherent mess by defining exactly who your post is for and why they will be interested in it before you start writing
Get your blog noticed by: writing headlines that force readers to… read on
Without a headline that compels people to read the first paragraph, the engagement of your post is going to be 0. Which is why it’s key to carefully think through your headline if you want to get your blog noticed.
So what makes a good headline? As well as giving us the brains of goldfish, social media has given rise to those pesky click-bait headlines. Why do these (annoying) headlines drive billions of dollars in revenue to ad-laden sites? They’re short, compelling and give just enough information for you to want to know what the hell is going on:
People are now growing wary of this style of headline. And we’re not saying write click-bait headlines or you won’t get engagement. But it’s important to try and apply what is a successful engagement tactic where you can.
It’s difficult to tick all of these boxes all of the time, but try to write headlines which:
- Promote your keywords
- Offer a unique angle so you stand out against your competition
- Give insight into what the post is about
- Create urgency
An example of a compelling headline comes from Intercom’s (really good!) blog:
It leads to any sales executive or CEO asking themselves: well why is the second invoice so important? It also has a natural sense of urgency to make you think – it’s well worth finding out now! And finally – it’s practical. Every sales team will send invoices so it’s easy to relate to.
This is a really good example of hinting at the subject and offering a unique angle on customer retention. There’s no doubt you’ll agree it’s much more compelling than: “Customer retention: why you need it”.
Key takeaway: think of a unique angle for your post that your reader won’t have seen before
Improve your blog’s engagement by: not just writing (hint: infographics)
A 2018 State of Attention Report states that visual stimulation is critical to maintaining attention for over one-third of people. Reading line after line of text gets monotonous and will force people off the page (Remember: bounce rates are a key factor in SEO) and back to whatever they were doing before.
It’s important to break up text with imagery. But also a great way to compel readers to stick with your blog is to use infographics. With tools like Snappa, you don’t need a degree in graphic design to create them effectively.
So for a pretty relevant example. Neil Patel uses this simple yet effective funnel infographic in his blog to explain the content journey:
Infographics also have the added benefit of being perfect sharing material for your social channels. Share them with links to your original post to drive traffic to your website.
Key takeaway: think through your header imagery and create infographics
Following these three simple rules when you write a post will ensure that you have the maximum chance of getting your blog noticed by the right audience. If you’re interested in how we can help you drive more growth, book a 15 minute demo by clicking here.