Competition for attention online is intense. There are now more than two-million blog posts published daily, 350-million Tweets posted a day and 1.8-billion Google searches performed daily as well, so rising above that tide is the biggest challenge for any business’ content creation team.

The good news: many company blogs, content marketers and copywriters aren’t doing a good job of connecting with their audiences. They’re making mistakes that drain their readers and drive visitors away, giving the rest of us creative creators, savvy marketers—even CMOs—a chance to win their attention.

So, how do you achieve that content sweet spot, as it were, each and every time you create content for your visitors, customers or users?

Three Ways to Increase the Chances of Your Content Connecting:

1. It’s the topic that matters

The first “miss” is the most common: the topic. If it’s not aligned with a concern of your audience, all else will fail.

Filament Insights can help you understand what makes your readers stick around and engage.

There are plenty of tools to help you find topics that your readers crave.

2. It sparkles at at glance

Even if you do everything else right, you must cover the basics. Otherwise you’ll hear crickets in your analytics.

Imagery can ignite emotion. Get the visuals right to make your content even more engaging.

That means that every piece of content on your site should have the following:

3. If you build it (for traffic), they will come

Never publish a piece of content without promotion in mind. This means strategically thinking about traffic while you’re writing. Promotion tactics should be built into the article since it’s a lot of work to add them in later on down the road. An article without a promotion plan is like a letter without a stamp: It’s not really going to go anywhere.

An article without a promotion plan is like a letter without a stamp: It’s not really going to go anywhere.

Keep in mind, your content will appear in a mix of many others in one's inbox. Make your subject line stand out!

Promotional tactics to consider:

Empathy is Essential

Each of these tactics shares the same principal: Empathy. Understand this and you’ll realize it’s not about you. It’s not about what you want to write or how you want people to discover your content or your product. It’s about them. The most empathetic content marketers win when writing for their audience’s needs and behaviors.

Content connects when it is aligned with the audience’s hopes, desires—their psychology. In the same way that customer feedback can boost results, content creation is all about empathy.

Do it right and your content will connect every time.

Comments
  • Damon Scrase

    “An article without a promotion plan is like a letter without a stamp: It’s not really going to go anywhere. An article without a promotion plan is like a letter without a stamp: It’s not really going to go anywhere.”

    Great line, but why am I seeing duplicate?

    • That’s my fault, Damon. The duplicate was supposed to be a pull quote style. Appreciate you pointing that out!

  • Matthew Schmookler

    Thank you for the nice summary. I’ll be sharing it with my team.

  • Iza Eyza

    Thanks for the tips..:)

  • Pengedar Shaklee Kemaman

    The fact that you have to compete with another 2 million blog posts on a daily basis makes me wanna puke. Alas a great content sets the good apart from the rest

  • I liked the fact that the users skim through the text. I read this in university, but forgot. Now you have reminded it again, thanks.

  • Totally agree that we should always have promotion in mind when creating content! Someone said that if the content is not worth promoting, it shouldn’t have been created in the first place 🙂