Helen Savage, fenestration copywriter, looks at how businesses can attract and engage audiences both online and in print.
According to Social Media Today 77% of internet users read blogs and it is clear that online articles help to build authority, with The True Host citing an online survey that shows 68.5% of people think blogs add credibility to a website.
Publishing a blog, or PR in magazines for that matter, establishes credibility and builds trust among prospects and customers. To build that level of confidence though, it’s not enough to put words on a page, you need to stop visitors in their tracks and then keep their attention. But what encourages people to read on?
Helpful headlines
Sometimes people can get carried away with a quirky headline. Admittedly it’s fun to come up with a great play on words but primarily headlines should be useful. Internet users and magazine readers are faced with a sea of information when they’re searching for advice and while we all smile when we see a clever pun, we’re more likely to read an article that looks as though it’s going to answer our specific need.
Simple layouts
In a fast-paced world, most of us want to save time wherever possible, which is why we skim read longer articles. The easier it is for people to find the information they need, the longer they will stay on the page, which is why pictures, headings, bullet points and different fonts are all useful tools to help focus attention.
Sharing expertise
When someone lands on a blog page, or decides to read an article in a magazine, they are usually there to find answers to specific questions. Sharing expertise from within an organisation can prove knowledge in the field, demonstrate authority and build trust, all of which makes an audience feel they are getting new and valuable insights and encourages them to read on.
Internal and external links
A good online article can keep a reader engaged for longer by linking to other relevant posts (good for SEO too). Ideally these links will direct visitors to other blog articles or web pages on the same site, so that prospects and customers stay on the site for longer. Alternatively, sending them to external trusted websites (that open in a new window so as not to lose the traffic) can help to enhance authority.
A call to action
Although blog posts are there to inform and help prospects build a picture, sometimes, one particular article is the final piece of the jigsaw. A clear call to action at the end of every piece allows readers to follow the momentum of their research journey and get in touch for more information.
In an increasingly noisy world, attracting and keeping a reader’s attention is not easy, whether online or in print. Consistency and clarity help to build an authoritative voice that people trust and want to hear more from.
