We’ve all been there: we’ve taken the time to map out a well-written piece of content, added a creative twist and a graphic or two, edited, re-edited, and excitedly hit the “Publish” button…only to return the next day to see a few measly shares. Your content doesn’t seem to have grabbed anyone’s attention, and it’s easy to feel like you’ve wasted your time.
The good news? It’s not necessarily a reflection on the value of your content. The bad news? In the past decade, the average human attention span has slid from 12 to 8 seconds, and that number’s probably not going up anytime soon. If it seems like you continually hit this same roadblock with your content, you need to find a way to grab attention and ensure your hard work doesn’t go to waste.
From getting readers to click on your post to getting them to click the “Share” button, here are a few common mistakes that may be costing you content views:
The next time you go to name a blog post, conduct a quick Google search of the title you have in mind. If it pulls up 56 pages of blog posts and articles with the exact same title, it’s time to mix it up. Add a touch of absurdity, like 3.5 Simple Ways to Improve SEO (what is that half a way?) — or go full-on absurd, like Kanye on Content (enough said). Relating straightforward topics to contemporary issues or pop culture (Call Me Maybe? 4 Ways to Perfect Your Follow-Up) is a great way to catch the reader’s eye.
There’s a reason that content titles often start with a number (“6 ways to [you name it]”). In today’s content-saturated marketing world, people are looking for content that can be absorbed at a glance, and lengthy paragraphs just don’t make the cut. Break great content up into brief, easily-digested lists or bullet points to ensure it gets read.
You invest a significant amount of time in creating valuable content, so make sure you’re putting some time into distributing it effectively, too. Pull a teaser from your content when you post it to social outlets. Think of your Twitter feed and the posts that grab your attention as they scroll by, and make sure your content sounds as valuable and unique as it is. Ensure that others can easily distribute your content as well with prominently displayed social sharing buttons on your post. And finally, distribute your content and brand to an even larger audience by guest blogging.
If you’re realizing that some of your valuable content may have gone unnoticed due to any of these common mistakes, consider recycling. Add a few attention-grabbing elements and redistribute. And be sure to share your ideas for making content irresistible in our comments section — we’d love to hear from you!