Why Readers Lose Interest in Your Content
Ongoing content creation, publication, and distribution have become crucial components of online marketing success. Great content has the potential to increase not only website traffic and social media follower counts, but over the long term is what nurtures leads and generates sales. Some companies’ content marketing strategies are thriving. Others unfortunately are faltering. If you are on the “faltering” side of things, it may be because readers just aren’t enjoying your content.
Here are 4 common reasons why readers lose interest in content:
It’s not good
Try not to be bias here and take a real hard look at your content. Is it actually…good? There are millions upon millions of web pages out there filled with content. A large percentage of it is junk. Not to say that your content is junk, but maybe it can be better. In order to have good content you need to invest in it and hire good writers. You get what you pay for. If you are outsourcing your content at $10 a pop, really- how good is it going to be?
It’s not written for them
As a marketer you need to understand your target audience and then write for them, and only them. Don’t write for the search engines or for people in industries that are “kind of, sort of” related to yours. What information is your target audience looking for? You should have a good grasp on this but if all else fails, don’t be afraid to ask them. Clients/customers/prospects etc. are usually willing to provide you with feedback if you are willing to ask for it.
It’s too complex
Your message needs to be easily conveyed. Yes, there’s a time and a place for more in depth content but the average person looking for information on the web wants to be able to find it quickly. This isn’t a contest on who can write the most. With long format content you always run the risk of adding in filler text and fluff. Format content in a way that makes it easy to skim. Add bullet points, sub headings, bold text, lists, numbers, etc.
It’s too busy
Your website and/or blog that houses your content should be simple in design and the content should be easy to read. If there’s too much going on on the page, like pop ups ads, pop up forms, music (why??), auto-played videos, etc. it can turn off your visitor from your content, your whole site, and essentially your business. Keep the old adage, KISS (keep it simple, stupid) in mind when executing your content marketing. There’s obviously nothing wrong with including a conversion element on the page, but keep it off to the side or at the bottom and out of the way of the content. If someone is interested in converting they will find the lead form or link to the page to buy, there’s no need to be overbearing about it.
Categorized in: Content Marketing
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