Online content is an essential element of any marketing strategy. Whether your client's business is online only or they also have a storefront or office, it's essential for you to stock their website with targeted, professional, informative content. Web writing is different than writing for other mediums because your readers are typically looking for short documents that are written simply, are easy to understand, and can be scanned easily.
But what happens if the topic is less than fascinating? Fortunately you can spice up a boring topic, engage your readers, and create effective web writing by using the following ideas.
Look at the Topic From a New Angle
Sometimes what makes a topic boring isn't the subject matter itself but the fact that everyone covers it the same way. For instance, if you have to write about traffic safety it's common to see titles like "5 Safety Tips For Drivers". Almost all of these articles will have three of the five listed safety tips in common. Instead, try something different like "How to Get Into an Accident On the Road". Not only will the subject line turn heads, but by highlighting the most common mistakes people make while driving you're giving them safety tips from a completely new angle. Since Content+ states that interesting content is one of the top three reasons people follow a company or brand on social media you want to create interesting content, and this is a simple way to do it.
Make a Local Topic Global
If you write often for a local audience you might see the same news be passed around over and over. Often, when companies go to do their web writing they post news-like articles following current local events on their site. However, these stories can quickly get tiresome and boring. But if you take a local story and apply it globally you'll be adding a fresh face to the content, which will make it much more interesting.
Customize a Topic For Your Readers
Your consumers are people, and people like to read about things that apply to them. Even if your topic seems very dull or boring it will automatically become interesting if it's customized to your reader. Skeptical? A recent report by TMG Custom Media found that 90 percent of users found custom content useful. Maybe you need to write an article about workers compensation law. It might seem dull, but almost everyone is a worker. Apply it to your consumer using a conversational tone and you've just made the topic far more appealing and interesting.
Do Something Different, But Related
There is a lot of content on the internet. In fact, there are an estimated 27 million pieces of content shared every single day according to a report by AOL and Nielson. That means when you go to do your web writing it should stand out from the crowd. You can do that by seeing what trends are showing up in web content and writing about something that is different from, but related to, those trends. That way when people search for the trending topics they'll find the 200 articles about Avril Lavigne's new video, but they'll also find your article about how Avril Lavigne has shaped pop music. It's related, so your content will show up in search engines, but it's different. Not only does that differentiation make your content more interesting, but it's likely to get more of a boost in search engine traffic, too.
Make Your Title Work For You
When users click on a title they've invested time and a partial commitment to read the article has been made. Why is this good for you? If you have to write about a subject you think your audience might find boring, make a great title for it and you'll be more likely to get them to click on it, which means they will likely read it. Earthquake preparedness might not get pulses racing, but a title like "Will Your Home Collapse in the Next Earthquake?" is likely to warrant a click.
By using the above tips you can create wonderful web writing that is likely to bring in new customers, inform the ones your client already has, and build trust. Studies have proven that customers prefer to (and are more likely to) purchase from companies that have custom content and provide useful information on their websites. Spice up your content using these tips and add plenty of it to your client's site and you'll be on your way to helping them capture life-long customers.
