Every writer hopes that people will find value in their writing and convert into paying customers. Therefore, it can be disheartening to see your blog or website receiving very few visitors and having very little –or no- engagement.
When website owners see a decline in readership and post engagement, they often try to write more content hoping that the new content will improve conversion.
However, low conversion is usually not a result of having a few blog articles but the fact that the content itself is not good enough. The content might be turning off your readers.
So, how do you solve this problem?
You should learn the types of content that turn your readers off and the factors that make your audience skim, ignore, bounce, or click away once they land on your page.
Below are some of the things that you need to avoid in your content:
- 1. Your Content Seems Like It’s Written For Robots
As a content writer, you get pulled in a lot of different directions. One piece of content has to accomplish a lot:
- Entice people to share on social media
- Make people want to buy from you
- Appear in prominent positions on search engines
Nowadays, search engines are smart and their number one goal is user experience. Therefore, as a marketer, that should be your number one goal. Do not just write with the sole purpose of ranking or stuff keywords on your content because that will only turn off your audience. Always write for people first then optimize your content.
2. Your Content Is Boring
You do not have to write an award-winning piece every time. However, you need to think about your reader first when writing. You will lose your audience if you decide to dump some text into a document that has no point or hook. Note that the headline and introduction are important to hooking your reader. Ask yourself if:
- You sold your point
- Will your audience be excited to read what is next?
Try improving your introduction with some of these tips:
- Quotes – you can use quotes but you have to be careful not to overuse them.
- Storytelling – this is a perfect technique for setting the stage or illustrating an idea.
- Data and visualizations – Humans like to use all of their senses. Data will help your readers follow along.
3. Your Content Is Insulting
Insulting is worse than being boring. We have all seen companies that have made headlines for making a blatantly insulting remark on email, a blog post and especially on social media. Before writing down anything
- Do your research
- Follow your gut
- Do not be impulsive
4. Your Content Is About You
No one will listen to you if you decide to make your content about yourself. Let us be honest, would you listen to someone talking about themselves? Then why would your audience listen you? Make use of the customer-centric content strategy. Build content that focuses on benefiting your audience as opposed to the features of your product or service.
5. Your Content Has No Merit
Incorrect, false, or unsubstantiated information will turn off your readers. Use authoritative sources to back up your claims. Facts and statistics from a trusted resource can go a long way in helping to illustrate your point and convince your reader. You will also get bonus points for making your information more visually appealing with charts, graphs or other visual aids. These help break up big blocks of text and keep your reader interested in what you have to say.
6. Your Content Is Salesy
Everyone wants more leads and revenue. If you have studied some inbound marketing then you know that you should have a relevant call to action at the end of your content to help move your audience to the next step. However, that does not mean that your entire blog needs to be pushy and salesy. If you do that, you will only annoy your readers and they will see right through you. Focus on the truth and helping your readers.
7. Your Content Is Saying Too Much
Writing in an easy-to-follow format does not mean that your content needs to be a specific length. You have probably heard about how longer content is better for search engines. However, it is a big mistake to create long content for the sake of search engines. At the same time, if you cut off your content and fail to address the main question then your readers will leave to seek for a solution elsewhere. Let the needs of the audience dictate the length of your content.
Make sure you:
- Are Useful
- Know your audience
- Develop content that helps them make their decisions
Create useful and interesting content. Sometime the idea of being useful is easier said than done. Ensure you have a deep understanding of your audience. Carry out your persona research, map out the question, and answer process that they are likely to follow along their journey. Once you establish what your audience needs you will be able to write content that excites and motivates action. Avoid taking shortcuts and make sure you put in the work from the beginning in order to have a quality product in the end.