With 211 million new content uploaded on the internet every minute, creating compelling content that will stand out can be difficult. It is one thing to make an internet user view or watch your article, image or video. But for that content to be memorable for people entails intricate planning and creativity.
Creating compelling content given the competition from more established websites and businesses is a challenge, but that does not mean new content makers will not be able to give them a run for their money. The following six tips, when combined together, will be a powerful way to make your content memorable to the readers.
Use Simple Words.
One common mistake web content writers make is thinking that using uncommon words will be more impressive to readers. Nothing can be further from the truth. While quality is a concern, there are many factors that affect how readers understand your writing, all of which any writer should consider in creating compelling content.
For example, according to a study in 2003, forty-three percent of Americans only have basic literacy skills. By using highfalutin words and complex sentences, content writers may be alienating important parts of their reading demographic. When it comes to creating content that will be appreciated by a larger swarm of people, the neuroscience of memorable content would make sense if content makers are to write at an 8th-grade level. How is this done? One of the ways to do this is to prioritize information. Put the most important point at the top of the page. The best content structure involves arranging statements so that the next statement or paragraph is less important than the previous one. This strategy is helpful in prolonging readers’ attention span.
Do Not Settle for Cliché Angles.
For content to stand out in a crowded field, it should offer an angle that is refreshing and new. Even the brain gets tired of repetition and this will affect how the reader will appreciate the content created. A unique take on a conventional topic will catch the attention of content consumers as it breaks their thought pattern.
The content produced for your website or social media and the time the consumer will spend in processing the information in the content is an investment for both the writer and the reader. Using cliché, over-used, or tired angles will not only make the reader close their browser window, they may also avoid any other content made in that same source.
Don’t think that it is the case? A research from the US National Library of Medicine National Institutes of Health has posted that the brain loses interest and does not exhibit any notable activity when it encounters metaphors that it is already familiar with when reading. This logic is also applicable to content subjects. With this information, it is safe to say that creating compelling content involves psychological processes.
Show, Don’t Tell.
Those who took their creative writing subjects in high school seriously already knows this rule. Attributed to Anton Checkhov, the “show, don’t tell” rule may be one of the classic writing techniques that will survive the shift from print to digital. In creating compelling content, stuffing fact after fact is not the best strategy as it will read like a boring encyclopedia entry. Articles and even videos become memorable because of how the facts are used in the content, not with the number of correct information that was included in it.
So how can content writers employ the “show, don’t tell” rule in creating compelling content? The first thing that has to be done is adequate research. The information that a writer will be able to gather in the research will be the foundation of the content. Secondly, use the information that was gathered from the readings to evoke emotion. In creating compelling content, rationality and emotional connection is a deadly combination that may be able to help in making content memorable.
Use Trusted References and Resources.
With millions of websites competing for peoples’ attention, merely creating compelling content may not be the only factor that will drive traffic. Reputation may have a hand in content consumers’ reading choices. For a website or a business’ content to be even considered for reading, credibility must be established.
One way to facilitate this is to make certain that the sources of information and data used in the content are authoritative. Using anecdotal advice may work, but only if backed by scientific or statistical evidence. Use academic papers, newspapers and other credible media to fact check every single fact used in creating compelling content.
Aim for an Emotional Connection With Readers.
It has to be said again: data stuffing in content creation is useless. For the reader, what makes remarkable content is not the facts, but the emotions felt while reading or watching it. A research by OkDork and BuzzSumo on 100 million articles they subjected to analysis has concluded that five emotions are prevalent among social media shares: awe, laughter, joy, amusement, and anger. These five emotions are the most effective in driving traffic to your website or social media.
Connect on a Personal Level With Stories.
Creating content is as much an avenue for storytelling as it is for marketing and informing. By appealing to the personal side of the reader, the content maker will make her feel like a part of a journey. If the article is about the success of a certain product, it awes the reader. If the content was written as a reaction to certain injustices, it prompts the reader to react as well.
Ultimately, the goal of making content is not just to have random spurts on internet traffic, but also to foster a relationship with their readers. This will only happen if the business or website has credibility and the ability to produce content that informs and resonates with their target audience online. Creating compelling content boils down to appealing to both the brain and the heart.
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