The Writer's Resource: Tips, Tricks & Strategies for Becoming a Better Writer

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5 Keys for Writing Successful Email Content

 

shutterstock 98508836When you think about your content marketing strategy, your mind probably turns to blog posts and other web content. However, email marketing is also an important digital channel and, when effective, can be a major contributor of conversions.

Email enables better communication between you and your leads or customers. It goes beyond allowing you to send messages to individuals, by providing you with the chance to target your content to select groups according to factors such as position in the sales funnel, needs, and interests. Secondly, email is a great way to build trust with leads and can increase the number of people reading your content.

However, your email marketing strategy will likely fall flat unless you deliver compelling content. You need to create emails that consumers will open, read, and, finally, act upon. Here are a few tips to ensure that you achieve just that.

1. Start with the Subject Line

Possibly the most important element of an email is not the content itself but the subject line. Without an intriguing subject line to draw readers in, most people will never even open your message, and all the hard work you did on creating the copy will go to waste.

Use your subject line to explain to readers what they can expect from the email, considering why people joined your mail list in the first place. Actionable language is particularly useful, as it gives readers an idea of what to expect to achieve once they have finished. If there is too much explanation to fit into the subject line alone, you may like to start the body with a brief introductory paragraph that summarizes the content.

2. Focus on Structure

No one has time to read a long, detailed email. Keep your content short and to the point, perhaps with links to other content for readers who want to find out more about a particular subject.

Above all, ensure that your content easy to scan. Concise paragraphs centered on a single idea, plenty of white space, bullet points, and a lack of jargon can all help you to achieve this, advises FulcrumTech.

3. Write for Your Prospects

To gain the trust of consumers, and to later gain conversions, you need to provide your leads with the information they want, not the information that you want them to have. Use the second person “you” more than the first person “we,” limit what you say about your company, products, and services, but write plenty about how your readers can solve your prospects’ problems.

4. End with a Call-to-Action

Your readers need to finish your email knowing exactly what action they should take next. Your call-to-action (CTA) should consist of actionable language in as few words as possible. In addition, make sure that your CTA stands out from the rest of your content by turning it into a large, bright-colored button. You should also ensure that your CTA is clearly noticeable as an anchor text in plain text format for readers who choose to view your email without images, recommends HubSpot.

5. Proofread

It should be obvious that you need to proofread any content you write, no matter how short, but it may surprise you how often marketers neglect this step. Even the slightest error in your content will dilute your credibility and make you appear unprofessional, reducing the chance that leads will want to do business with you in the future.

The aim of any type of content is to convert leads into customers. If you bear the above in mind whenever you create email content, you will see a greater number of click-throughs and a higher number of conversions.

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Is Your Content Missing the Mark With Your Readers?

 

shutterstock 148151849People are too busy to read anything that requires effort to understand. Neither do they want to consume content targeted at a 10 year old—unless, of course, they are 10 years old. To create really effective content, you need to hit a happy medium between the two. This applies to content in any format, with even President Obama making use of the concept. The 2015 State of the Union speech, for example, was written for a ninth-grade level audience.

Missing the Mark

If your content aims too high or too low for your reader, you can expect the following to happen:

  1. Your reader won’t understand what you’re saying. Subject knowledge also plays a significant role in this, though, and in the context of online content the majority of users only choose to access material on a topic they know something about.
  2. The user will “taste” your content and move on, thinking it’s for a different target audience than he is. This is fine if it’s true, but not if you’re losing prospective clients in the process.

Fortunately for writers, there’s a convenient way to measure this, and it’s called “readability.” It’s particularly important when you’re writing on a complex topic, to ensure you don’t alienate your reader unnecessarily.

Understanding Readability

Long before the arrival of the Internet and online content, readability was being studied and questioned. Back in 1935, scholars identified a list of 288 factors that affect how easy or how difficult a piece of text is to read.

In 1985, the International Reading Association went on to determine that it wasn’t something that could be measured precisely, but was made up of a combination of things, including:

  • Syntactic complexity
  • Length of sentences and paragraphs
  • The intricacy of punctuation
  • Use of color and images

As writers, we mostly do this without thinking—crafting our copy based on an inherent knowledge of the audience we’re writing for and the information we want them to digest.

These days, there’s a more scientific way, though, which you can find in the Flesch-Kincaid Readability Score mechanism.

How Scoring Works

Developed in 1975 for use by the U.S. Navy, the Flesch-Kincaid (F-K) Reading grade level assessed the difficulty of technical manuals. Shortly after its adoption, the insurance industry implemented a law that policies also had to be written at a ninth-grade level. The two F-K tests of Reading Ease and Grade level are both based on the same measurements, which focus on things like the number of syllables in the words used, although they have different weightings.

Reading Ease Level

The Reading Ease level of a section of copy is given on a scale of zero to 100, which is divided into three categories:

  • 90 to 100 : easily understood by an average 11 year old (or an adult with an 11 year old’s education level)
  • 60 to 70 : understood by 13 to 15 year olds
  • 0 to 30: understood by university graduates

Grade Level

This measurement is mostly used in the field of education, and emphasizes the length of the sentence over the length of the words used. This post, for example, is scored as being a 10.3 on the grade level score, so slightly above the average ability of a ninth-grader. 

Measuring Your Score

None of this is as complicated as it seems at first glance, because the F-K tests have been built into a range of tools now conveniently available to writers. One of the easiest ones to access is right in your MS Word spelling and grammer toolkit. It gives you the readability stats in terms of both F-K tests, which means you can make changes and re-check it as many times as you need to.

Another option is the online readability test that you can use free of charge, or you can upgrade to a premium account for a fee of between $1 and $10 per year.  This tool gives you a number of other scores as well as the F-K score, with easy-to-access explanations of each of them.

When you know how your writing stacks up against the various scores, you can do things like:

  • Refining the number of words in any long sentences
  • Making better use of punctuation such as commas
  • Replacing long, unwieldy words with shorter ones
  • Eliminating instances of passive speech and using active, direct voice instead.

As long as you know the average reading level of your target audience, you can customize the content as precisely as possibly to appeal to your market.

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Writing for the B2B Audience: What You Need to Know

 

shutterstock 164642828Writing for an audience of consumers usually calls for a light, easy tone that speaks to the customer's emotions and uses everyday language. Writing business-to-business, or B2B, content requires a completely different angle. You still want to connect with your readers and offer them solutions to their problems, but you have to approach your audience professionally, and align your solutions with the needs of a business rather than an individual. 

1. Who is Your Audience

When writing B2B content, it's even more important to know who your audience will be. If you're writing for upper-level decision makers, you might want to take a different approach than if you're writing for lower-level information gatherers who may be building a case to take to the decision makers. It's also helpful to know if you're writing for potential end-users who will care about specific features, financial departments who will want cost analyses, or technical departments who will care about implementation needs.

2. Setting the Tone

Although there's room for conversational pieces, B2B content always requires a professional tone. You also want to use the same vocabulary that is used in the industry to avoid looking like an outsider or appearing to "talk down" to your audience. For example, if you're writing for a legal audience, you'll want to be familiar with words like "adjudicate," "complainant," and "disclose," rather than their plain-English counterparts.

You also want to be sure to use business terms instead of household terms. For example, if you're talking about helping a company reduce it's overhead by investing in a solution, talk about energy costs rather than electric bills or landscaping needs rather than lawn care.

It's also important to approach the topic from the correct angle. Whereas B2C content usually appeals to the emotions of the reader in hopes of inspiring action, B2B content is usually more successful when approached in a more logical manner. Business purchases and decisions happen slowly, and only after a great deal of information has been gathered. Successful B2B copy answers questions and provides information without pulling at the heartstrings.

3. Be Useful

Now that you know who you're trying to reach and you've got the right language and tone ready, knowing what information B2B audiences are looking for will help you create the right content that gets the desired results. Here's a few ideas of the types of subjects that usually do well in the B2B setting:

  • Industry Trends. What are industry consumers doing, are prices up, are costs down, are ideas getting stale?
  • What's New. Breaking news, new products or procedures, new gadgets and software - along with why these breakthroughs are important (or unimportant).
  • Problem Solving Guides. Rather than presenting a bunch of products, topics that revolve around common problems are more relatable.
  • Cost Analysis. The B2B market is always going to be concerned with costs. Providing an analysis of the cost of a particular solution can help decision makers decide to invest.

4. Mistakes to Avoid

As in any business setting, there are a few topics and discussions that are better left at home. First, avoid joining in any controversial conversations. Even if it seems that everyone in the buying cycle would be aligned with whichever side you choose, if you get on the wrong side of just one person, your message could be lost. Stay away from politics and religious conversations unless it's something that directly impacts the company you're writing for, and even then walk softly.

Don't Forget: You're Still Talking to People

After thoroughly changing gears to move from B2C content to B2B content, you might feel like you're writing to a brick building rather than real people. Don't forget that behind ideas like "decision makers" and "financial advisors," there are actual people holding these positions. You still must keep your tone and language professional and on-point, but never let go of that human factor, and your content will be successful.

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5 Content Mistakes You May Be Making (And How to Fix Them!)

 

shutterstock 123859036Creating content is more than just lining up a few words about a particular topic. Content that is written for the web has to do many things, only one of which is to provide information. It must also catch the attention of the reader, help the reader like the company or person, and hopefully convert a few people into leads or customers. If your content seems to be falling short of those goals, see if you're making any of these 5 content mistakes.

1. Me, Me, Me

Content that focuses too much on you or the company you are writing for is terribly boring for the reader. It doesn't address any of their needs or answer any of their questions. Instead, focus all of your content on what readers are looking for. When they turn to the internet for answers to their questions, the first thing they want to find is confirmation that someone else understands what they need, and then they'll be receptive to solutions. Always focus all of your energy on the reader.

2. The Same Old, Same Old

Now that more and more companies are starting to use content to reach new people, the amount of content on the web is accumulating quickly. A lot of the most basic topics have already been covered so there's really no reason for you to cover it, too. 

To be successful, you at least have to find a new perspective on old subjects. For example, nobody needs another article telling them to stock up on rock salt and canned beans before a snowstorm. On the other hand, a recipe for homemade ice cream using a bit of rock salt and a few handfuls of snow could come in handy when you're snowed in.

3. Break it Up

We all know by now that internet readers like to skim and jump around on the page, so you have to make it easy for them to do it. Don't just put in a bunch of white space between paragraphs or try to write super short paragraphs just to make space. Instead, use lots of subtitles that accurately and interestingly describe the content that is about to follow and use lists and bullet points to summarize steps to take or characteristics to describe. These tactics help people efficiently skim the page so they can quickly determine that this is where they need to be.

4. What Should I Do Next?

If you're providing unique, interesting information that is easy to read, chances are you're starting to make a few readers feel like they want to learn more about you and your company. If you don't tell them exactly how to go about doing that, they might sit and wonder for a second about what they should do next. No reader should ever be left with this question at the end of your content.

Each blog post or article should finish with a call to action that is directly related to the content. It should inspire the reader to take the action rather than ask them to, and it should be crystal clear what they should do. Use words like call now, click to schedule, learn more, get it now, or other words that are full of action.

5. Get the Picture?

The last mistake that many content writers make is failing to understand the power of a visual aid. It's an understandable mistake because, after all, writers spend most of their time using a thousand words to say what a picture could in just a few seconds. Long lists of numbers, survey results, and other groups of information are almost always easier to understand in a graph. A numbered list of items is easier to process than a long sentence with a dozen commas. Pictures and visuals also make posts and articles more pleasing to look at and provide a momentary rest for eyes that are busy skimming text.

Get Results

Informing is only half the battle; content that works will bring people in, it will instill confidence, and it will convince people that it's time to take the next step. Now that you know which mistakes to avoid, you can create content that gets results.

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5 Tips for Writing Content for Local Search

 

describe the imageContent writers should be aware of the increasing importance of local SEO. They should know how to incorporate information into their content that allows businesses and websites to take advantage of improved exposure to local search engine users.

How can content improve the chances that a business or website will rank well for local search? The following are five tips that help content writers to create content that is likely to rank highly for local search engine users:

  1. Take advantage of local insights- When it comes to local content, success in local search rankings is all about familiarity with the community in question. Making reference to local features and ideas that everyone in a given community will understand is an important method of convincing Google that the business for which you are writing content is devoted to a given community. 
  2. Gear your subject matter towards the interests of a local population- In every industry, interests and concerns can vary by locality. You need to be in tune with the particular concerns of a given locality if you want to produce content that will successfully rank in local search.
  3. Mention local landmarks- Google's algorithm can incorporate the mention of certain landmarks and regional geographic data into search results. This means that mentioning landmarks in a given region can help your content to be successful when it comes to local search. 
  4. Have an appropriate voice- While your voice and vocabulary might not necessarily have a direct impact on search rankings or Google's algorithm, it can help your content to appeal to a given populace and become more frequently shared among Internet users. This in turn will help you to acquire backlinks and social media exposure for the business or website for which you are writing.
  5. Be aware of events- Local readers will be interested in news on upcoming events in their community. Local events are not only a great source of topics for content writers, but they also indicate to Google that a business's website is regularly updated with up-to-the-minute news. 

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Creating a Productive Writing Schedule

 

shutterstock 173678780A writing schedule will help you focus more on your work so you can create higher quality work in a shorter amount of time. You'll also stress less about meeting deadlines and having to really crunch to get an assignment done at the last minute. A schedule will help you feel more confident about your craft, and train your creativity to show up when you need it.

Sounds great, right? But how, exactly, do you create a writing schedule that works? 

1. Create a Space

If you're working from home, it can be tempting to sink into the couch with your laptop and punch out some words when you have a few minutes. The trouble with this is that it can be hard to get into a groove, and it's really easy to get distracted. It can also make your off hours a little less relaxing as your work space and home space aren't separated.

Instead, designate a place where you will do your writing and invest a few bucks into making it a space that you love. Even if it's just a corner of one room, having somewhere special to go when it's time to write will make it easier to create and stick to a writing schedule. 

2. Set Some Boundaries

Whether you're working in an office or from home, setting boundaries is essential to a productive writing schedule. To others, you may not look that busy, but interruptions can seriously derail your goals. Let people know that your writing time is sacred time and that you shouldn't be interrupted. Help reinforce the point by taping a note to the door (or the back of your chair) letting people know that it's Writing Time.

Be sure to do the same for yourself, too. Writing time is not for checking email, catching up on Facebook, or throwing in a load of laundry if you're at home. Turn off your phone and close those extra browser tabs and respect your craft enough to dedicate yourself to it.

3. Just Do It: Set Aside the Time

Waiting for inspiration to hit you or waiting until you feel like writing only invites other things to get in the way and prevent you from being productive. There is no perfect time of day for writing; you have to figure out what works best for you. Some people feel refreshed and clear first thing in the morning while others find that the creative juices start flowing as the clock approaches midnight. 

The important thing is that you figure out what time of day works for you and actually set aside the time. Then, you have to show up for it every day - just like any other job. The good news is that, like any other habit, the more you show up for your writing time, the easier it will get. 

4. Make it Your Own

Most successful routines are built around a few little habits or rituals that personalize the pattern. For example, runners like to put on all their special gear, set up their playlists, adjust their earbuds, and do certain stretches before heading out. Most will do all of these things in the same order as a way to prepare mentally for the task ahead.

Start establishing your own little habits and rituals that help you transition from being part of a busy day to focusing on writing. Maybe you could make yourself a hot cup of tea, set it on your desk, set some mood music, give Facebook a final check, and then dig in. Or you could take the dog for a walk to clear your head, fill a tall glass with ice water, and meditate for five minutes before beginning. 

The important part is not what the little habits are, but the fact that you repeat them before beginning each writing session. This will help you establish the habit and make it something you look forward to every day.

Make it Work for You

The key to creating a productive writing schedule is simply to be committed to creating one. It might take a few adjustments until you find the magic formula, but if you stick to it, it won't be long until you feel like something is missing whenever you miss or skip your writing time.

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Website Content: The Rules of (Consumer) Engagement

 

shutterstock 220261756There was once a popular movie called "How to Succeed in Business Without Really Trying".  What a wonderful notion: That there is a simple, easy way to reach the pinnacle of success. Nice as that would be, we know that success is impossible without effort. Let's take marketing, for example.

Traditional advertising and word-of-mouth, once sufficient to guarantee at least a modicum of success, comprise only part of the comprehensive marketing strategy today's competitive environment requires. Effective content marketing is essential to building your brand so that it stands apart from the competition.

Much content marketing emphasis has been placed on social media (also known as social networking sites or SNS). Often overlooked, however, are company websites, yet your website should be one of the priorities when producing marketing content.  Why?  Because, at the end of the day, a consumer will almost always go to a company website for information, no matter how informative or entertaining a Facebook page or Twitter feed may be.   

First, when we say content for websites, we mean just that: Material produced solely for the purpose of creating and renewing content on your official company site, not simply links to other sites or sources (although those can be beneficial to some extent as well).  Here, then, are some things to keep in mind when producing content for websites:

Be mindful of purpose. In other words, remember what you're trying to accomplish which is, above all else, to attract visitors to your site and, once they're there, to engage them via a call to action to convert them from consumer to customer. That's it. That's the bottom line.

Who Are You? What is your enterprise all about? An honest assessment of your company's identity is an important step because your website content (or any online persona, for that matter) should be an accurate reflection of who you are and how you want your products/services/people to be perceived. A conservative business law firm, for example, is likely not going to impress its existing clientele or attract new clients if its website content is "hip and trendy". 

Beauty is in the eye of the beholder.  Although substance is the most important factor, content for websites must also consider style.  If your site has been professionally designed, great!  If not, it is well worth having a pro look at it and refurbish it, if necessary.  If the webpage is unattractive, the visitor will click away (and likely never come back). 

You basically have about 2-3 seconds to make a favorable impression and grab the attention of the consumer.  There are no hard and fast rules as to what makes a website look good, however. Just know that it can't be too busy, shouldn't look disorganized, must be navigable with ease, and, above all else, should be easy on the eyes. "Shock and awe" is not what you're going for here. Our advice? Spend some time looking at the websites of your competitors.  See what works and what doesn't. Look at the sites of successful companies. Then and only then should you revisit your own site. 

No sales pitches. If you want a visitor to spend time on your site and, even better, come back from time to time, your content shouldn't be an online advertisement for your goods or services. Content for websites should be interesting, informative, and of value to your target market. You want your site to be considered a resource, not a marketing tool. The more you can educate and/or entertain visitors to your site, the more they will look around, and perhaps even link to it. So assess what interests your target audience and then focus on it. 

It's story time! The most effective content for websites tells a story. It might be about your company history or an update on legislative or regulatory changes that impact your industry, for example.  Whatever the subject matter, the writing should be engaging while it informs.

This is no place for an amateur.  An amateur writer, that is. Your most competent technical person isn't necessarily the person who should write your content. Content for websites is easy to write.  Writing effective content for websites requires the ability to - you guessed it - write effectively. 

Refresh, refresh, refresh. In order for content for websites to be valuable, it should be updated on a regular basis. Otherwise, your site will stagnate and so will traffic. 

Proofreed yore kontent. We really don't need to say any more, do we? 

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Improving Your Marketability with a Content Marketing Strategy

 

shutterstock 229612726As you develop your writing skills in order to make yourself more appealing to online marketing companies, honing your SEO content marketing strategy is an important component of your progress. Taking algorithm changes implemented by Google and other popular search engines into account can help you stay marketable as a content writer. These do's and don'ts of content optimization will help you stay ahead of the competition.

Do keep up with algorithm changes.

Staying in the know when it comes to algorithm changes is part of an SEO content marketing strategy that makes you more desirable to marketers. While these algorithms are constantly changing to keep up with the ever-changing needs of search engine users, there are a few tips that you can use to avoid being passed over for work.

  • Never copy content word-for-word. Even if you wrote the original piece, using copied content for a new client is a sure way to get yourself blacklisted. Google algorithms penalize websites that use content that can be found elsewhere, so using recycled content will hurt clients and your chances of success in the content writing world.
  • Try to find a new angle when you are writing content for a marketing company. Even if you use different words to convey a message, rehashing the same old thing hurts when it comes to SEO. Remember that you are tasked with helping clients boost their search engine rankings, and fresh content is an important part of achieving this goal.

Do include relevant links to high-quality websites.

Unless an online marketer specifically asks you to exclude links, use relevant links to improve the value of your content. Using too many links can be detrimental, but adding about one for every 100 words you have written has a positive impact. Trusted news websites and scholarly journals tend to be the best websites to use for linking purposes. Academic institutions and government agencies also tend to have accurate, relevant and recent information to reference in your copy.

Don't resort to keyword stuffing.

While the use of keywords can be beneficial as part of your SEO content marketing strategy, it can be easy to overuse these words or phrases. Instead of working your content around a certain keyword or phrase, consider writing naturally in an attempt to have your piece flow better. Awkward keywords can hurt search engine rankings, and stuffing these keywords into copy that doesn't jive with them is a recipe for disaster.

Don't write content that comes across as spam.

Even if you are writing content for an online marketing company that specializes in helping clients that sell products or services, avoid creating content that reads as spam. A call to action is an important part of a piece that is intended to encourage readers to move to the next step in the buying process, but sprinkling pushes to buy throughout the content is a huge turn-off. Not only will readers be annoyed, but search engine algorithms will flag these types of websites as spam. Instead, work to make a well-researched, relevant piece that closes with a subtle call to action.

Success as a content writer starts with creating an SEO content marketing strategy. Use the list of do's and don'ts outlined above to start building your own strategy, and remember to stay informed about algorithm changes to provide the best content for online marketers.

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5 Ways to Get Excited About Writing Content Again

 

shutterstock 94123525Even the most experienced writers struggle to find inspiration at some time or other. This can make writing feel more like a chore than a pleasurable activity. As this happens to all of us, there are several tried and tested methods that can help you bring the excitement back into content writing.

1. Think About Why You Choose a Career in Content Writing

The simple act of remembering what decisions led you to begin content writing can be encouraging. Think about your past objectives, how these still apply to your life today, and how they have transformed into new goals.

2. Meet Other Content Writers

Writing content is a solitary profession, and it is easy to feel alone in your work. Talk to others — the likelihood is that they have suffered from the same problem and may even have ideas about how to regain motivation. If you are able to meet other writers in person, whether they work on content or another type of writing, this is even better.

3. Write About Something Else

Start from fresh, writing about anything that comes to mind — the more unrelated to the content on which you are working the better. Bernadette Mayer, for instance, has a long list of writing tasks that will ensure you never suffer from writers’ block. The best thing about these exercises is that is that no one will ever need to read the results. By removing the pressure of creating something of high quality, you can have fun in with writing again.

4. Take a Break

Spend a several minutes, a few hours, or even the rest of the day (if you can afford to take the time off) doing something completely different. Be ready to write down any ideas your mind generates during this period.

5. Write Without Stopping

Create a free-flow of ideas by writing without taking breaks to read back what you have written. Even if you feel that your content lacks flow or does not sound quite right, remember: there is no need for your initial draft to be perfect. Limit edits to when you have finished, and the likelihood is that you will be pleasantly surprised by what you have created.

Content writing should be enjoyable, and remember, readers will pick up on your enthusiasm for the subject. Unfortunately, inspiration is sometimes hard to come by. Try all of the above strategies to find what works best for you to ensure that an element of excitement always exists in your writing.

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5 Ways to Create "Snackable" Content

 


describe the imageSometimes, blog posts don't need to be a whole meal. What if your readers only want a little snack? “Less is more” is a mantra that’s been around for ages, and it’s as true as ever when you apply it to content. Long-form content has its time and place, but snackable content has become a popular way of disseminating information, because:

  • It’s punchy
  • You don’t need to capture your target’s attention for more than a few seconds
  • It encourages sharing
  • It sticks around for SEO purposes just as well as longer content does. 

Creating good quality snacks is an art, however, whether you’re talking food or online content. Fortunately, digital media offers us lots of ways to do so.

Social Media

Twitter began the snackable content craze, with its 140-character limit on updates. Hard on its heels are Vine and the latest addition, SnapChat. But what if you’re a Facebook Junkie or LinkedIn buff who doesn’t want to learn a new platform right now? Then curating info tidbits from other sites, infographics and embedded video links are your friends, because you can achieve the same result on your networking site of choice.

The purpose is to get your message across in the few seconds it takes for readers to view your post, and to make it interesting or engaging enough to get them to share it with their networks.

Marketing Snack Packs

Sampling has been a successful marketing tactic since the beginning of time, and if your product is content (or content-driven) then it’s a good way to get your customer to test before he buys. If you’re promoting a free ebook or white paper as a way to generate leads, a powerful, compact summary gives the reader a sample of what he can expect to find in the download. Do you have an online webinar or video demonstration of your product that last for 5 to 10 minutes? Offer a 30-second sample to encourage users to sign up for it. Sure, you may lose out on some participants because they realize it isn’t what they wanted, but at least you won’t lose them during the virtual event when all attendees can watch the numbers dropping as they leave.

Remixing

Remixing is a staple of the music industry, with old songs routinely making a reappearance with an updated beat or a new zing to them. Why not do the same with the more successful of your existing blog posts? Show them a little love by taking just one aspect, keyword or section and updating or expanding on it just a bit to give it a new look. Keep it short and sweet, and publish it with a new heading and share it on social media with a new approach. You’ll be:

  1. reinforcing the message of the original piece with your target audience
  2. reaffirming the validity of the message by populating the internet with yet more authoritative evidence of your claims
  3. providing updated content for your SEO purposes as well as your Google ranking, without the work involved in creating new stuff
  4. giving your reader something to snack on without repeating yourself
  5. maximizing your return on investment from the original blog post.

With all these benefits, what’s not to love about remixing?

Visual Variety

A big part of successful snackable content is its visual appeal, and to keep it interesting you need variety. Luckily, variety is the name of the digital game, with options such as memes, images, animated gifs, infographics, video clips, podcasts, slide shows and pop-ups to choose from. Ok, forget that last one—popups really aren’t popular and never have been. But all the rest offer a smorgasbord of variety for your hungry reader to snack on, and as long as you make them tempting enough he’s likely to start sampling. And if he enjoys what he gets, he’ll come back for more. Or so the theory goes.

Snackable content is all about serving up your message in small, easily digestible helpings that your reader can consume anywhere. With the increasing trend towards mobile, this is beneficial because the smaller your snack, the easier, faster and cheaper it is to access or download. Also, the less time it takes to consume while on the go and the less space it takes to store means the more people are likely to access it. Less is most definitely more.

Photo courtesy of Shutterstock 

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