If you’ve taken the not-so-subtle hints from Google seriously, you know that writing specifically for the search engines is soooo 2008. Smart content marketers know that appealing to their human readers is far more powerful than anything a search engine spider can do for them. After all, human readers are the ones with the money!
But how do you write an article that people actually WANT to read all the way to the end?
- Don’t JUST focus on hard facts
This might seem a little strange. After all, don’t people want legitimate solutions and answers? And, in order to provide them, don’t you need facts to back you up?
Yes, but if your articles read like a research paper, people are going to think you (and your company) are one giant snooze-fest. So, make sure you blend those hard facts in with a healthy dose of conversational writing.
- Talk to ONE person
Think back to the last group conversation you had at a party. Didn’t it feel a little impersonal? After all, there were a ton of people standing around! What are the odds that you genuinely connected with anyone in the group?
Your articles are the same way. Great articles build relationships between the author and the readers, but it’s hard to build any kind of rapport if your readers feel like they’re part of a cattle herd. If they’re just “one of many”, it will be harder for them to feel like you truly understand their problems and questions. So, make sure that all of your articles are written as if you were speaking to ONE person. (If you’re having a hard time doing that, pretend like you’re discussing the topic with a friend over lunch.)
- Evoke emotion
Whether it’s love, hate, humor, or sarcasm, truly memorable articles are the ones that make readers FEEL something. You want people to nod their heads in agreement, laugh with you (not AT you!), and join in your contempt for something. Until you bring emotion into your articles, you’ll never stand out!