We are before advanced users and we have little time to make them trust us and get their attention. Users are looking for a target, so if they do not find it, they leave.
Sometimes we forget that content is the king of our marketing strategy. We consider content anything we publish, from written texts to videos, which greatly increase our conversion rate. Thanks to content, we can increase registrations by 100% and multiply our income up to 300%. This proves that content is an essential factor to bear in mind.
Content is a reflection of our voice, tone and character as a brand. Here you will find 6 essential keys to create content on the Internet:
1. Know your audience as much as you know yourself: you need to know the user and not only the target. What are the motivations and frustrations of your users? Any experience, not only content, must be directed to them. The more you know the user, the better. Storytelling is a great way to connect to the user: from a video or an advertisement, to testimonials or use cases. Since the user is interacting through time with your brand, you must make sure that your message has a meaning at all times.
2. Create conversations: it is a good idea to communicate from person to person and create conversations. You can get these conversations going by avoiding voices which seem mechanical or standardized. Good strategies to void this include things like asking questions, using active verbs, sayings or humor. Using links is also a good idea.
3. Format and reduce your text: formatting the text will increase your results by 30%. Use bold letters, italics, colours, different sizes, icons, squares, lists, etc. In order to make your messages easier to read, use short sentences with subject + verb + predicate structures and show just one idea per paragraph. And of course, do not forget good orthography and grammar. We also recommend using key words in titles, as users will leave if they do not find what they were looking for easily.
4. Persuade your users: when you have a clear objective, at the beginning of your strategy you must emphasize your actions with positive statements, avoid negatives or double negatives, and use imperative and infinitive verbs. It has been proven that one call to action is more effective than a great number of them: you have to make it easy for the users.
Another element to bear in mind is the tone you use. Are you using a banner or another kind of advertisement to get to the user, or is the user the one who gets to you? Depending on the case, you should use a different tone.
Your reasoning must follow the acronym AIDA. You must reinforce these aspects in this order from the beginning to the end of the text:
– Attention: you must call their attention in the title.
– Interest: in the introduction, explain how you will meet the user’s needs.
– Desire: in the following text blocks, try to arouse their desire in a direct and simple way.
– Action: in the last paragraph and links, call them to action.
5. Do not forget the channel: pay attention to the devices to which you want to adapt your content (mobile, e-books, etc.). This makes the task of reading harder, as the screen slows down the reading speed by 30%. Users skim through the text: titles, subtitles and then the rest of contents. They decide after each paragraph if it is worth keeping reading.
6. Measure and test: what is expected from your content? It is possible to measure it. In fact, you must measure content in order to know if it is working or not. From there, you must make changes and adapt your resources. It would be interesting to take into account what we explained in our previous post:
Some researches state that users do not read. We are before advanced users and we have little time to make them trust us and get their attention. Users are looking for a target, so if they do not find it, they leave. Remembering these small details, among others, in order to empathize with users, will make a difference and our content strategy will succeed.