The Six Golden Rules To Creating Content To Captivate An Online Audience
In this guest post, Nital Shah (pictured below), MD at Sydney digital firm Octos, says anyone and everybody is making content for online. But here’s his six tips to make sure yours shines over the competition’s…
As more and more brands embrace content marketing as a cornerstone of their online marketing strategies, the digital world is in the midst of a content gold rush. It’s no longer enough for brands to simply have an online presence; they must now also authenticate their brand identity with compelling content.
But don’t fall in the trap of simply churning out content for content’s sake. Everything you publish should be original, informative and relevant for your intended audience. Here’s a few golden rules to keep in mind when mapping out your content marketing strategy.
- Keep it Crisp and Clean
When you’re developing content for the web, bear in mind the mode and method of consumption. Some people still like to curl up on the sofa with a book or newspaper, and pore over its contents for hours. But many of us simply don’t have the time.
These days, much of our reading happens online, on-the-go and in a fragmented fashion. With mobile Wi-Fi becoming the norm, it’s not uncommon to squeeze in a few minutes of reading time over lunch or during a morning commute. So web content should be crisp, concise and easy-to-read. Save the heady jargon and flowery superlatives for your next textbook or novel. Make your content informative but accessible, and easy to digest in bite-sized morsels.
- Turn Heads with Strong Visuals
To make your content more engaging and user-friendly, avoid dense, long-winded blocks of text. Where possible, break up your text with striking images that reinforce the central messages of your content and capture the imaginations of your readers. The online marketplace is very crowded, so use eye-catching images and compelling visual elements (such as graphs, video and illustrations) to attract eyeballs and make your content stand out. Or make your content interactive to really engage readers in the reading experience.
- Make Sense with Structure
Every story has a beginning, a middle, and an end. This basic principle also applies to web content. When developing online content, every story must also have identifiable value. Before you get started, decide on the central idea that you want the content to convey – the ‘point’ of the piece. That story concept is the fundamental core of value that you will create for readers.
Once you’ve established ‘the point’ of your content, you must introduce a logical structure to ensure that the piece reads well. First, introduce your readers to the main purpose of the article. Then explore that purpose in the body of the piece before you offer readers advice or valuable ideas to conclude.
- Hook ‘em With Catchy Headlines
First impressions are lasting. If your online content leads with a dull, uninspired headline, readers will typically move on to the next, more interesting headline. For this reason, headlines are just as important as the content itself – if not, moreso. When composing your headlines, be playful, witty, clever and provocative. That said, don’t be sensationalist or sneaky. Today’s Internet users are savvy and if you spam them with click-bait, you just might lose a friend for life. Use relevant keywords where possible to optimise the content for search – but only if the keywords are a natural fit.
- This is Not a Sales Pitch. Use Your Authentic Voice.
It’s an oft-made mistake and one that you should avoid at all costs: sounding ‘salesy’. Content that is laced with schmaltzy sales jargon and shameless self-promotion sticks out like a sore thumb and is an instant turn-off for readers.
Create content that sounds authentic and authoritative, but never pushy or hungry. Using plain speech, share valuable factual information in a comprehensible, compelling way. Give your audience some credit and write for them in your own natural honest voice, with no sparkly lingo or thinly veiled ulterior motives. When you treat readers with respect, you’ll win them over.
- Keywords
Keyword stuffing is a shortsighted content marketing practice that does more harm than good. Search engines are hip to keyword stuffing and they don’t like it one little bit. In fact, excessive stuffing can incur over-optimisation penalties.
When you force-feed keywords into your content at every available opportunity, it shows. More often than not, the repetition of words makes for a dull read. Natural synonyms, on the other hand, keep things interesting and hold a reader’s attention. Don’t shy away from key search terms altogether – just use them sparingly and naturally. There’s no need to jam them into every URL, every page title, every image tag, every H1, and every sentence.
In conclusion
Gone are the days when news websites and publishers were the only ones who were expected to replenish readers with a never-ending reservoir of news and content. We now live in an information age where all brands must regularly validate and qualify their expertise and merit with quality content. If you don’t see how content can increase your brand’s competitive edge, you simply don’t understand the power and function of content marketing.
For brands who have arrived late to the party, there’s still plenty to be gained by adopting a clever content marketing strategy. If you hope to boost online engagement and brand credibility, content is the key. When you consistently publish timely, valuable content, over time, your brand will grow to be recognised as a respected, authoritative voice in your field.
Latest News
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.