As a content creator, it is your job to create informative materials that can help you, your client and your audience satisfy a goal. For your client, the content you create is a tool for converting visitors into customers. For your audience, your content is a means for learning. But as a provider of SEO Service Sydney, what do your content mean for you?
Sure, your main goal is to make sure that your content is converting well, but since you put a lot of time and effort into creating it, surely, you also want your audience to actually read what you wrote.
Why is it Important for Your Content to be Read?
No matter how long you have been working with content and no matter how efficient your workflow is, creating great content will always take a bit of time. Since you are spending a considerable amount of time on content creation, it makes sense that you would want to earn as much money as you can from each content that you produce,
Keep in mind that there is no conversion or ROI on content that people do no read. Content creation is not only about traffic, but it is also about building up a good reputation for your brand. Content helps in establishing your company as a brand that is trustworthy and knowledgeable about a certain topic. That is why it is important that you are producing highly-readable content,
Problems You May Encounter with Content
As mentioned previously, as a professional content writer, you would want people to actually read and absorb the materials that you created. It is frustrating for any writer when the material that they worked hard on is not getting the attention that it deserves. But sometimes, no matter how good your content is, your target audience would not be able to read it due to some issues such as readability.
SEO Sydney can get you the traffic that you need, but it would not guarantee that your target market would stay to read your content.
Things to Consider When Writing Content
Here are a few things that need to be considered when you are trying to create content that your audience would like to read:
1. Think About How Visitors Read Your Website
Your audience is probably on the internet to get fast answers to their questions. This also defines how they would read your content. They would read your content fast. Users move their eyes very quickly across a website.
When users read on a website, they do not use the typical left-to-right method that is normally used on printed materials. Users typically just focus on the headline and the first few paragraphs of text. As the readers scroll down the page, they would put some extra focus on the left-hand side of the page. This is because, at this point, they would only be skimming the remaining content rather than actually reading it.
How Users See Website
Here are some points from your user’s perspective:
- Readers like on clean pages. They get to focus more when the website they are viewing has little to no distractions.
- Website visitors read in an F pattern which means that readers tend to focus on the left side of the page as they move down the page.
- Readers would not exceed 20-30% on some of your content.
- Readers would share your content without finishing reading it. Normally they would share at the 35% mark.
- Highlighting some text, linking and putting headlines can get a lot of attention.
- Only around 10-20% of your visitors would make it to the end of your content.
This proves that the longer your content is, the lower the possibility that everyone will read it. However, you cannot sacrifice the quality of the information that you are trying to convey just for the sake of making your content short. You need to find a good balance between the two.
2. Where Do Your Audiences Read Your Content?
Believe it or not, the device in which your audience read your content is important. It is good that you are optimising your content for desktop, but do not forget that there are people who are reading from their tablet or phone. Maybe even more than you think.
Since technology has been greatly developing, it has made email checking, quick researches and using social media platforms easier. It has also made these activities something that can be done on-the-go through handheld devices. So you may actually find more traffic coming from mobile devices rather than its desktop counterpart.
Optimise Your Website for Mobile
You need to step up your game and instead of stopping at desktop optimisation, you need to give some love on your mobile website. Responsive website designs allow your page to scale and resize your screen according to the device that your visitor is viewing your page with.
If you are using WordPress, this can be easily done by using a plugin like WPTouch or Automattic’s Jetpack plugin which is a free mobile module that works effectively. It is all about giving your audience the best experience on all the devices that they may use.
Reading Content Through Email
Yes, reading content in email inboxes is a thing. Actually, if you are implementing email marketing campaigns, then your audience may actually find your content in their inbox. Again, this is all about the experience. If your target is viewing your content through an email that you have distributed as part of an email marketing program then here are some things you need to consider.
- Let’s face it, your audience does not sit down in their office or their home waiting for their emails to come.
- When your audience does check their email, they would spend 20 minutes at most.
- They would give your content a quick read (usually up to the Subject line) and decide whether they want to respond, archive or completely ignore your content.
The takeaway here is that you need to think of a compelling subject line that would pique your interest. You should show the best preview of your content so your target would be convinced that they need to read the rest of the material that you have sent.
3. Your Content Needs to Adapt Since Your Audience is On-the-Go
It is a sad reality that some people are just to busy to read your content. You yourself have a lot going on– you would be lying if you say that you are able to sit down a full hour without interruption just reading the content of a website.
You know that you are also just skimming for the answer you need– you take it and go. Just as you are busy with your life, your audience has other activities on their plate. Some of them need to prepare for work, some of them have to make their baby stop crying, some of them have to cook dinner, etc.
So how do you make a busy person stay? Make your content interesting.
- You need to allow each sentence to lead to the next. What does this mean? This means that you need to write each sentence of your content as if you are trying to lead your reader on to the next sentence.
- Write in an Inverted Pyramid Model. Again, what on earth is that? The Inverted Pyramid Model is a method that newspaper journalists use on their pieces. You write with the idea that your reader would not really make it to the end, so you put the most pertinent information first.
- Make use of images to help your audience understand. A little bit of visual aid would not hurt your content. As a matter of fact, it can improve your target’s interest in your content. Images can also help you engage with your client through your content.
- Create scannable text for your audience. As mentioned previously, it is a good idea to break down your texts into scannable portions. This can help your audience understand your content. You have to agree that it is hard to cram in and process the bulk of the text. You can do the following to make your content scannable:
- Highlight Keywords
- Add meaningful sub-headings
- Use bulleted lists.
- Explain one idea per paragraph, your reader might skip over some additional ideas if they do not catch it in the first few words
Chances are high that you may not even get to this point, maybe you have already shared this content before even getting to this bonus fact.
If you are still reading this, then you are in here for a treat— although it is not a fun one. Did you know that there is no correlation between the content that has been shared and the content that has been read?
Yes, you heard right. Sharing does not equate to reading. Sometimes you capture someone’s attention through the headline, maybe they liked it so much that they shared your post or blog. Do not be too happy when your post gets a lot of shares as this does not mean that all those shares are from people who have read your full article. Even the best SEO company in Sydney cannot guarantee a full read from your market, but a well-written content will.