As a reader, you have probably come across this before: an article or story on your newsfeed. In fact, it was such a good read that you decide all of your friends and family need to read it right away. You share it on Facebook or Twitter and the comments flood in about find you came across. But as a content writer, you find yourself wondering: How do you write something that good?
Over the years, writers have picked up and learned new strategies that attract readers and encourage certain behaviors. The good news is you do not have to go through the same steps that researchers have. Past writers have learned and spread great amounts of knowledge, and you can inherit and learn that from others. Many different tricks and techniques can trigger this behavior, but what are they and how do you instigate them?
As a kid, you probably have seen the classic cartoon trope of food crumb trails. For example, a mouse follows bits of cheese to find an entire block, only to get trapped. Now, consider this logic and apply it to content writing instead. You want to write a tutorial on how to bake a cake, but you cannot tell them every step at once. Instead, you need to carefully go step by step until reaching the final product.
With content marketing, you want to try something similar, but you segment advice and tips more intentionally. If you give away the answers immediately, your readers will not bother reading through the rest. Gradually providing information draws the reader further into your work until they have read your entire article. Sometimes, you can even leave open ends to encourage them to read more of the website overall.
So, what type of proverbial crumbs and gaps can you use to draw them in? Images and graphs are colorful and draw in the audience, but you can tease additional information with them. Teasing and ultimately providing a solution towards the end will also guide readers to read all your work. By segmenting your work out, you can draw readers in and give them satisfying answers.
As mentioned earlier, people tend to have their attention drawn to colorful images and graphs. Colors and appealing design in online content stimulate the brain, stir curiosity, and can even give good first impressions. However, this does not mean you should fill your pages with rainbows of colors. In fact, that can hurt and stress the reader’s eyes and create the opposite effect. Instead, consider utilizing two to three primary colors in images or graphics you post.
Establishing a colored theme can also be appealing for the audience as well, creating a great sense of consistency. Along with nice colors, you should use and create graphics that are easy-to-read and communicate information quickly. Though the readers may be here for your information and words, the imagery will help them stay. Great web design not only looks nice but can be a deciding factor for if people share it. It communicates the value of your work, how much effort you put in, and keeps them hooked.
As the reader goes through your work, you should be rewarding them with the breadcrumbs of information and appealing design. But all good things must come to an end, and that includes your work. When the audience reaches the end, they begin to ask the subconscious question, “Now what?” Towards the end, you need to leave an impactful with an ending that calls them to action.
Quite literally known as a call to action, doing so not only leaves an impression but encourages the reader forward. When a person believes they can leave a mark and take hold of their destiny, they feel empowered. This empowerment often leaves a great impact and even makes them want to share it with others. The ending is also an appropriate point where you can outright encourage people to share in your call to action. Your call to action may simply be spreading the word, and with any well-written article, they will likely be inspired to do so.
Any writer can begin implementing techniques to trigger shares, but fully understanding these strategies may take time. If your content marketing team is struggling to create the interesting, shareable content your brand needs, you can find assistance. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.
