5 things not to do if you want people to read your content

21st, Feb 2016

Stressed and Overworked Businessman sleepingDo you feel like no one is reading your content? Why bother blogging, sending newsletters and creating other content if everyone is too busy to read it. Giving your clients and prospects valuable information is a proven way to market yourself. But how can you make your content interesting so people will want to read it? There are plenty of dos and don’ts to get you started. We covered some of the do’s previously, here are some don’ts:

1. Don’t just report the news or new developments. There are lots of sources for news. Yes there is value in passing along items you think might interest your audience, but you want to take the extra step. The real difference you want to provide is to talk about how the new development impacts the client’s situation. Offer insights and practical advice. That’s what will help you stand out from your competition.

2. Don’t be self-promotional. It is okay to talk about your activities and awards to demonstrate credibility. However, keep it to a minimum. Think of the 80-20 rule – 80% useful content; 20% promotional content.

3. Don’t use canned content. There are lots of sources of canned content. Even though the content can be well-written, it’s also very basic, generic and boring. It doesn’t focus on the specific issues of your audience, won’t be enticing to read, and doesn’t showcase your unique value proposition. It’s also “duplicate content,” – that is, content that appears on lots of websites. Google will penalize you for that and it will hurt you in search engine rankings.

4. Don’t worry about perfect grammar and syntax. Just recently I read a blog post from Top Rank Marketing that reminded me how we get caught up in writing like it’s a term paper. Write in a way that’s comfortable for a real person to read and also shows your personality. You can still be a professional and not have your writing feel like a treatise.

5. Don’t forget about headlines. A great headline entices people to read more. A lot of lawyers, accountants and other professionals write very dense factual headlines. Give your audience a reason to read on. Even if you can’t find a way to be clever or funny, make sure you’re clear about why they need to know something; how it’s helpful; and what’s the benefit or risk of not knowing.

It’s hard to create compelling content. Keep these tips in mind to help make sure your information gets read.

Do you need help producing great content that will attract clients? Contact me for a free consultation.

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