One of the best things you can do for your website is to create content.
Not only will it improve your general and local ranking with SEO, it gives you something to share in newsletters and on social media, and it will give customers reassurance that you know what you are talking about with the variety of blogs and articles on your site.
But what happens when your website data shows that no one is reading your content?
Here are the main reasons why people will not read your content – and how to make improvements.
Your headlines do not promise anything
Audiences these days can see straight through spammy clickbait headlines (‘Doctors HATE this one easy trick to weight loss!!!’), but that doesn’t mean your headline should be lifeless.
You need to give your audience a reason to click on the piece of content and read it.
For this article, our promise was to explain why customers do not read your content. It could easily also be ‘X reasons why no one is reading your content’, or even ‘how to get your audiences to read your content’ and would still promise the same information.
Keep your headline clear, as short as possible, always make a promise, and ensure your content follows through on that promise.
Your content doesn’t offer anything they want
A common error in content marketing is creating content that you want to create – rather than what your audience wants to consume.
Put yourself in their shoes and consider what they would want to get out of your brand. That could be advice on how to DIY a renovation at home from a tradie, signs of ill health to look for from a dentist, or important tax dates they need to be aware of from their accountant.
If you’re unsure or stuck for inspiration, don’t be afraid to simply ask the question on your social media channels (consider offering a reward for the best idea to drum up more responses).
Your posts are too long
A business owner who is excited about creating and sharing content is fantastic, but it is all too common to see that enthusiasm turn into blogs and articles that are over 1,000 words long.
The problem is, modern customers are time poor and have short attention spans. Generally speaking, articles of 1,000 words or more are simply too long.
Aim for anywhere from 300 to 800 words instead. Always break sections of text up with clear subheadings, and never get bogged down in extraneous detail (like when you look up a recipe and end up having to scroll past the author’s life story to reach the ingredient list).
All your content is trying to sell something
Don’t forget that content is for brand awareness and interactions. Your blog is not the place to be making regular sales pitches, but if you’re treating it like it is, your customers won’t bother reading it.
After all, if they’re at the buying stage they will browse your product and service pages. That’s where you pitch the goods, and that’s where they’ll be interested in reading about them.
A call to action at the end of an article is unobtrusive and helpful if they want to take the next step but the content itself should focus on being informative and useful rather than salesy.
Get help with your digital marketing
There are a lot of moving parts to digital marketing, and if you simply don’t have the time or the interest in getting it right, you can lean on a local online marketing company that can.
Local Web is based in Sydney and can manage your digital marketing needs for you, from local SEO to Google AdWords and social media. Contact us today to learn more.