How to Create Web Content People WANT
It’s 2017, and things move really fast. If you want to follow a social media platform like Twitter, where people spew their thoughts out in 140 characters or less—be prepared to treat it like a full-time job. I follow a mere 50 people and increasingly find myself skipping through and realizing that I cannot possible keep up with all of the web content out there.
Of course, this poses a dilemma for web content creators like myself—the busier that the world gets the more you have to scream and shout to be heard.
Sure, in some small towns, mom and pop stores have always had a presence.
Their reputation will carry them for a long time. But someone who is new in business is going to have their work cut out for them.
Even a small business that is not a web content-based business is going to have to produce some sort of web content (or ads) to be heard and seen.
With that being said, here are some general tips for being heard, seen, and ultimately—finding success when it comes to the world of internet business no matter where you are in the world.
Understand Attention Spans Are Short When It Comes To Web Content
There is a reason sites like BuzzFeed use click-baity headlines.
They know they only have mere seconds before someone either makes the decision to click a link (bringing them ad revenue) or leave their website. First impressions are everything.
To illustrate this point, just look at this collection of headlines I randomly pulled from BuzzFeed as I began writing this article:
- Everyone knows Harry Potter, but if you haven’t—you can be sure you’ll click on that link because it specifically calls out those who haven’t. Those who have read it are such fanboys that they will read it.
- White House leaks are big news these days. Notice all of the headline names dropped for emphasis.
- Taylor Swift is arguably the biggest pop star in the world, so…yeah.
- Swear words for emphasis.
- Straight-A students will take it for their ego, and everyone else won’t be able to resist giving it a shot.
Of course, even the subtitles here offer even more incentive to check out the articles.
So what’s someone to do when it comes to competing against behemoths like that?
…You Don’t 🙂
You niche down and find people that are more in your target audience.
Think about it, if you wanted to create a specialized pizza shop in your local town, you wouldn’t go and advertise in a place like BuzzFeed.
You’d niche down with Facebook ads to people local to that area.
Sidebar: You’d only do this once you have your website up and running, and totally functional. To build a site, I’d recommend signing up with Bluehost (full disclaimer: I recommend Bluehost and do receive a small commission at no cost to you if you buy through that link.)
In addition, you’d be searching for people who searched and liked for interests relating to pizza.
If you’re a Chicago-style pizza place, you’d be targeting people who had previously expressed a like for deep dish pizza.
Hell, you could even target only people who had liked one of your main competitors in town.
This may seem obvious to some people, but for every person who “gets it”, there’s some pour soul throwing money into a very broad marketing scheme because he or she lacks the knowledge to get it to the proper market.
With billions of people now having access to the internet, it’s important to think of the quality of the audience you’re getting in front of. The quantity doesn’t matter so much. All traffic is not the same.
To illustrate this, and to stick with the pizza theme, imagine the sequence of Google searches someone might go through when they are trying to find the best home pizza oven.
- “can you put a pizza oven in your home”
- “how to put a pizza oven in your home”
- “best home pizza ovens 2017”
- “best home pizza ovens under $1,000”
- “pizza ovens under $1,000 compared”
- “ABC pizza oven vs XYZ pizza oven”
- “ABC pizza oven vs XYZ2 pizza oven”
- “ABC pizza oven review”
- “ABC pizza oven where to buy”
It’s easy to see that all traffic is not the same.
Someone who is typing the last search term into Google is far more primed and ready to buy than someone who is typing the first search term.
The first person is likely just a window shopper.
A user searching for the last term likely has their credit card out and ready to buy. The conversion rates are going to be stupid high.
Final Tip: Speed Up The Web Content
People want to consume. The entire American economy is based around getting people to consume as much as possible—from houses that are large and unnecessary, to car payments, and anything else in between.
So if you are creating content as means of driving people to your business, give people options.
Not everyone wants to read a 5,000 word blog post. So write up a quick one-page summary and offer it as a bonus.
Start a podcast, where people can play back the show at 2-3x the normal speed to save time. Some podcast apps even offer a silence filter, where the app automatically cuts out any pauses.
These are just a few examples of how to speed up the rate at which people can consume content, which is exactly what they want. Internet business is tricky with a high learning curve, and with the modern attention span these days, it’s even tougher.
But, it’s the wave of the future baby. Get on board and enjoy the ride.
What are your thoughts on this article—what kind of content are you most drawn to in today’s day and age? And finally…are things just moving WAY TOO FAST?