1. External Findability
Make your content computer friendly. Remember that if you are creating content for the purpose of marketing online, you aren’t just writing it for people. You’re also writing it for computers.
You can make your content computer friendly by using meta data and using a lot of keywords.
This helps ensure that your content can be found by people outside of your site.
2. Internal Findability
If you are consistently publishing new content, you need to make your website easy to navigate so that people can find old content internally.
An absolute necessity for any site is a search function. If you are using WordPress, it will come with an internal search function that works very well.
Again, meta data and keywords are important here (because, again, your search function is operated by a computer).
If you want to draw people to a certain piece of content that is your “action driver”, then you need that piece of content to be extremely accessible. Feature it as a featured post or maybe link to it in the sidebar.
Make it easy for someone to navigate to that piece of content.
3. Target Your Content to Your Audience
To do this, it helps to identify who your audience is.
Identifying your ideal customer will help you targeting your content because you can focus on writing for a single person rather than a generic audience.
4. Make it Shareable
If you ideal customers enjoy the content, and know others that will enjoy it too, it would be a shame to not make it shareable.
This will draw in more potential customers to your action driving content.
This also has a big impact on your “external findability” because the more your content is shared, the more likely it is to be found on Google.
5. Make it Easy to Read
Readability is a huge issue. People have short attention spans and won’t stick around to read something that doesn’t look easy to read.
Fonts and colors are important. Black type on a white background is perfectly fine (there’s no need to get fancy).
Column width is also important. As a rule of thumb, narrower is usually better than wider.
Using short sentences and small paragraphs also helps. In fact, using lists rather than sentences and paragraphs is preferred.
Don’t be afraid to break up the post with an image. A good image can also make your content more powerful and effective.
6. Identify the Action
What action are you actually trying the reader to take? For example, do you want them to subscribe to your list?
Creating content to drive action is pretty difficult if you don’t even know which action you are trying to drive.
7. Make the Action Easy
The easier you make the action, the more likely it is to happen.
For example, if you want the reader to subscribe to your list, then provide an opt-in list right in that content.
If you have an actual form available rather than a button leading to a form, that’s an extra step you take out of the equation, which also makes action-taking more likely to happen.
If you identify the action as the reader sharing your content on a social network, then provide social sharing buttons so that the reader can share from right within the content instead of going to the social network and posting a link.
8. Ask for the Action
Remember to include a call to action. Actually ask the reader to take the action you want them to take.
This has been scientifically shown to increase the likelihood of achieving the result you want to achieve.
Call to Action
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8 Steps for Writing Successful Content that Drives Action by Eugene Farber