The importance of digital content can never be understated. Nowadays, people are glued to their phones using apps, and the way we digest content is fundamentally different.
Grabbing the attention of the reader right from the off is vital, as people are likely to catch the headline. And if they are interested, then they may read a few more paragraphs before leaving the page.
There has been scientific research about how people read articles, and people will read a couple of paragraphs at most before their minds begin to wander.
Ultimately, this will depend on the type of article that is being written, so if it’s a news article, then people might be more inclined to read through to the end, as opposed to a feature or an opinion piece that is considerably longer.
Nevertheless, there are a few strategies that you can utilize to get the most out of your content and extend its shelf life. One of the first things you should do is provide updates. So, when a new story breaks, keep adding fresh content when new lines appear to make sure the reader is in the know.
Similarly, you should aim to provide fresh images wherever possible as that is what keeps readers on a page. People are more likely to spend more time looking through images or scrolling through a gallery and doing, this will help lower the bounce rate, which ultimately will be great for a news organisation’s revenues.
This is particularly handy for blog articles, where there is a need to write an irresistible introduction, and it should aim to tick off the four vital elements beginning with the letter U – it must be unique, ultra-specific, urgent, and useful. With the last two, there needs to be a call to action (CTA) for the reader to look through it, and ultimately, it should contain some handy tips.
Similarly, the rise in video journalism has changed the way we approach content. There are so many vlogs out on YouTube as well as on Instagram, and you need to be engaging and upbeat if you are going to sustain the interest of viewers and keep an eye on the length of the vlog so that it doesn’t overrun.
Or you may also consider audio pieces or podcasts, and inviting special guests who are an authority in their field to appear on the show. Doing so can help boost a small-time podcast into something that is much bigger, and you will find weekly or even daily podcasts scattered around the internet that have garnered a big following.
If you haven’t done so already, you probably ought to have a strong social media content strategy in place. Make sure that you have Facebook, Twitter, or Instagram, then you can drive content this way so it is seen by the right people, and of course, timing is key.
Within that, you can push content higher up the pecking order on Twitter, for example, to gain more traffic, and more often than not, there is a trade-off between getting more unique visitors organically through Google as opposed to via social.
We can also push out content through emails and newsletters, as many companies out there do. Just like any other type of content, emails and newsletters need to have a captivating title, and there must be a hook to encourage readers to see what is being offered. Online casinos, for example, harness the power of emails and newsletters by keeping players in the loop about an exciting new slot game or online casino bonus that is currently available. Within these newsletters or emails, you will also find details about the nature of the bonuses themselves, such as the expiry period, as well as any wagering requirements you need to fulfill before you can begin to withdraw any potential winnings.
So, if you are a digital-oriented organisation, the world is your oyster! Of course, it takes time and serious investment to produce engaging content that resonates with a target audience, and more importantly, continues to drive traffic in the long term.
However, we hope our guide has acted as a source of inspiration, and if you follow the tips and strategies that we have outlined, then you will be on the right path to success.