Not a lot of industries are blessed with having customers who are eager to read your articles. Most times, they won’t even get past your articles’ titles. However, if you do want your online marketing strategies to work then you need to get them to read. It doesn’t if we’re talking about your homepage’s content, an article you have posted on this website or that, or your latest blog post. For non-readers, content that’s longer than three sentences is all the same. They are to be avoided at all cost…unless of course you give them a reason to think and feel otherwise.
The Author – Those Bylines Do Count!
The first book I ever read was written by someone I personally know. Until that person published her first book, I had never voluntarily read a book in my life. But because I knew her and I knew she wouldn’t put out something boring, I gave the book a try – and I was hooked. For life!
How to Apply to Online Marketing: I think it’s a good idea to get more popular writers and experts to guest post on your blog and – if possible – get them to write about your company, products, or services. It won’t be easy doing this type of outreach, but I think it’s definitely worth a try.
Of course, you also have to be careful in choosing which popular author or expert to write about your business.
- Is the author’s platform relevant to yours?
- How certain are you that the author will give your business a positive write-up?
- Is the author’s style of writing something non-readers in your target market would appreciate?
The Recommendation – Those Likes, Shares, and Retweets Don’t Have to Be “Bought”!
I also remember the first book I read which wasn’t written by the author I mentioned above. That book was Twilight, and I read it because it was recommended also by the same said author. Because I believe in her writing and her taste in books, I took a chance on that book even though the sheer thickness of that book completely dismayed me at first.
How to Apply to Online Marketing: With every article you write, it’s important that you see it as a way of building your reputation online. Rehashing your articles just to meet word counts and deadlines won’t cut it in the long run. If you want your company – or the company you’re working for to last – then you need to find a way to turn your every article into a valuable asset.
Sooner or later, people WILL realize how good your articles are. It’s not because they’re written exceptionally well. While that’s a bonus, what most people would ultimately care about is the ESSENCE.
- Is the article offering valuable and relevant advice to target readers?
- Is the article able to make a complicated topic easier to understand?
- Is the article entertaining or interesting?
If you answer yes to all of the above then you’ve done your job. And given time, people will RECOMMEND your articles because they believe in it and not because you’ve found a way to force them to do so.
The Title – Capturing a Non-Reader’s Attention with the First Few Words…And Never Letting Go
A previous post in this blog was written about this, but all the same I want to reiterate how important this title is. There have been a lot of times that I ended up disregarding books, articles, and blog posts simply because the title was boring.
How to Apply to Online Marketing: Titles count even more when you’re not yet an established writer or you don’t have an established platform. Those titles could be the only reason why readers are willing to give your article or blog post a shot so again – do take the time to make those titles count!
The Photo – Allowing Readers to Visualize Your Content
Maybe because of my background in art and photography, I’m biased about this…but I think not. Non-readers are most likely visually oriented when it comes to content. I can say I was one before I turned into a bibliophile. In my earlier days as a reader, book covers hold a lot of sway over me. And yes, I know books should not be judged by its cover. But you know what – they still do end up getting judged so in the end, it’s a matter of what do you have to lose if you make your cover as beautiful as your content?
How to Apply to Online Marketing: When sharing your articles on social media, it’s best to have it accompanied by a photo. However, not just any attractive and relevant photo would do. Nowadays, I’ve noticed a trend in which photos have titles and one-liners in them. This is a great idea especially when you’re tweeting and are thus limited to just 140 characters.
The Infograph – The Bait to Lure Non-Readers In
Lastly, infographs are creative and effective ways to summarize your content and get non-readers to give your articles a try. With infographs, non-readers get to have a TASTE of what you have to offer WITHOUT NEEDING TO READ EVEN ONE PARAGRAPH. That means a lot – and I can personally attest to this. I am not the greatest fan of SEO articles. However, when there’s an infograph that catches my eye and I like its content, it does convince me to give the article a try.
How to Apply to Online Marketing: First things first, though – although infographics also fall under the category of photos, I chose to treat them as separate topics simply because not all types of content can be converted into infographs.
That being said, not all writers will also have the ability to create the most amazing infographics. If you don’t have the talent for creating one but you know your article deserves the very best kind of infograph there is, I highly suggest that you hire an artist to do it for you. Sometimes, even the most beautiful content needs a little push – and in this case, a nice-looking infograph may just be the push that you need.