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Tips for Writing Content that Converts Readers into Prospects

Visual and Short: Writing Content that Converts

Did you know the brain processes visuals 60,000 times faster than text? According to the Visual Teaching Alliance, Ninety percent of information transmitted to the brain is visual.

In a previous blog, we talked about how charts, graphs, and employee pictures can boost traffic to your site: https://eminetwork.com/uncategorized/tips-for-creating-content-that-coverts/.

But there’s also

  • videos,
  • graphics,
  • GIFs and

Here are three tips to help you leverage visuals:

  1. Align visuals with textual

    All content needs to fit with your content marketing strategy. For example, if education is one of your content pillars, you might use a picture of your subject matter expert–either interacting with clients or presenting at a function.

    The image personalizes the message and allows you to introduce your team member as an expert on the topic. People like working with people, not companies.

    Lengthy paragraphs with no visuals can intimidate the reader, whereas visuals break the text apart making it more approachable.

  2. Repost and repurpose

    Everything you produce should be multi-functional. A single piece of content can be turned into multiple types of communications (i.e., email content in sales follow-up, social media posts). If you blog, consider pulling quotes or important guidance from your blogs for short videos or designed posts.

  3. Brand your visuals

    You want people to recognize your brand through more than just your logo. Create standards for your visuals. Keep it simple and be consistent:

    1. What colors do you want present in all your images?
    2. Do you want a team member present or are you open to images without a human element?
    3. Do you open and close each video with a key statement?
    4. Do you want a standard background, pattern or logo application?

    When you’re clear about what you stand for and what you do best, your sales and marketing roadmap becomes almost effortless. With all tactics incorporating the same colors, fonts, style, imagery, and messages, you can build enormous brand equity, leading to increased trust and reliability.

Don’t Go Yet!

The average attention span today is just 8 seconds. In “How Can I Create Content That Converts?,” you learned that the best way to grab a reader’s attention is through the Inverted Pyramid style of writing: https://eminetwork.com/uncategorized/tips-for-creating-content-that-coverts/

This style shares the most important information in the first couple of paragraphs. It allows the reader to get the “who, what, when, where, why, and how,” in the first few sentences.

Here are four tips to keep in mind:

1. Write a Hook

Remember the famous Jerry Maguire line, “…you had me at hello?” Like Renee Zellweger’s character, you want to hook your reader at hello.

A hook is a tagline, slogan, or saying that’ll immediately grab the reader’s attention. It is always at the beginning of your blog, post, or article. It will entice your audience to keep reading.

Strong hooks can include

  • facts,
  • quotes or
  • questions

For example, did you know that you only have 8 seconds to capture your reader’s attention? My hook worked if you are reading this section of this week’s blog.

2. Use Target Keywords

Include keywords within the first few paragraphs. SEO keywords are words or phrases mentioned in your content that make it possible for people to find your site, blog, or article through online search engines.

Keywords will also keep your audience engaged. If your content builds on the information they searched for, they will continue to read.

3. Write for Skimmers

Research shows that most people don’t read a blog post with the same attention they would a novel. In fact, according to the Nielsen Norman Group, over 80% of people skim all online content. Readers look for

  1. keywords,
  2. bullet points,
  3. numbered points or
  4. statistics

that match what they’re searching for.

Use items such as headlines, subheads, short sentences, and lists to draw attention to the main points.

4. Repeat Yourself

Repetition helps information stick. That’s why I’m repeating some of my main points here: visuals, hooks, keywords, and the Inverted Pyramid style of writing help convert your audience.

How do you capture your target audience in 8 seconds? Schedule time to talk at https://eminetwork.com/schedule-a-30-minute-information-session/.

And, as always, you can contact us with any questions at 513.760.0560 or [email protected]