How to Get Your Content Read

Sally Ormond
January 11, 2013 — 1,485 views  
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You already know that a big factor in where your website ranks comes down to links. You also know that a lot of those links need to come from content marketing - because if you send out a steady stream of great content that people like, you'll start to attract some of those all important links.

But what happens when you publish your content and nothing happens?

No tweets, no comments, no nothing.

Before you decide that you just can't write stop and take a look at what you've written - how easy is it to read?

Online writing

Even if the content is interesting, relevant and well written, if they layout and style is wrong people won't read it.

There is a peculiarity about writing for the web—most people will only scan a web page rather than read every word because they are searching for information and if they can't find it quickly, they'll move on to another website.

So the trick is engaging your readers and getting them to stay with you until the bitter end.

How do you do that?

Simply by adopting some of these techniques that I use as a professional copywriter that have proven successful time and time again.

1. Snappy

Your writing should be relatively short (long enough to cover your subject). So if you're writing about a very complex issue it may be worth breaking it down into several posts. Not only will that make it much easier for your reader to follow, it will also encourage them to come again for your subsequent posts.

Also when you're writing start with your conclusion—sounds odd, but by doing that you are immediately giving your readers what they want.  Once you've done that, follow up with supporting evidence point by point.

2. White space

Does your finished article, blog post or web copy look like a page from a novel?

Overly long text and super long paragraphs don't look appealing. Make it look easier to read by increasing the amount of white space on your page. Break it down into small paragraphs (no more than 3 or 4 sentences each).

Or go really mad and use a single sentence paragraph.

3. Sub headings

While you're following step 2, insert some informative sub headings between your paragraphs. This will help your reader get the gist of your post while they are scanning the page.

4. Bullets

  • Using bullet points creates interest
  • Highlights important points
  • Are instantly scan-able
  • Draw the reader's eye as they break up the rest of the text

 5. Links

Don't only use your post to generate links to your own website. If you have researched your content well you'll probably have an external source to link to. This will show your reader that your information is well considered (and it may also generate a link from your source too).

 6. Bold

Use the bold function to pick out important concepts within your post. These, coupled with the sub headings, should help your reader fully understand the topic you are covering and whether it will be of interest to them.

But don't over do it.

7. Numbers

Some people have said that the days of the numbered posts—such as "8 Top Tips to Improve Your Copywriting" are gone. But reader's still love them.

They help to grab attention and, once reading, retain your reader because they'll want to make sure they learn everything.

8. Check and check again

Before hitting the publish button, read through your work and make sure it makes sense. Do the headings and bolded words make sense and convey the overall concept of your work?

This read-through should also pick up any typos and other errors.

So there you have it—writing informative posts is one thing, but if you want people to read them they must be presented in a way that:

  • Gets your concept over immediately
  • Looks attractive and readable
  • Gets to the point

Sally Ormond

I am a copywriter living and working in Suffolk. When I am not working I am looking after my two gorgeous sons and can be found cheering them on in their rugby and fencing pursuits. I've even been known to join them bouldering! I am also a volunteer wish granter for the Make-A-Wish Foundation UK and I have written and published one childrens' book 'The Adventures of Tilly the Tractor and Freddie The Fire Engine' and a novel 'Mackerel Skies'.