B Corp Marketing Series: 7 Ways to Write Web Content That Gets Opened, Read and Shared
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A few small changes can mean the difference between tons of traffic and ...crickets. As a purpose-driven organization, can you afford for your message to go unheard?
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B Corp Marketing Series: 7 Ways to Write Web Content That Gets Opened, Read and Shared
- 1. Presentation Title Subtitle Month, #, Year Digital Content Best Practices 7 Ways to write content that gets clicked and shared November 10, 2020
- 3. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 4. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 5. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 6. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 7. Our content is where [audience x] gets [information y] that offers [benefit z].
- 8. Digital Content Best Practices tips, advice, insights, strategies, stories, news, trends, reports, ideas, inspiration, checklists, research “Information y”
- 9. Digital Content Best Practices Source: Content Marketing Institute
- 10. Marketers who document their mission statement are 3x more likely to succeed
- 11. Digital Content Best Practices Source: Content Marketing Institute “Do you have an editorial mission statement?”
- 12. It makes a great call to action
- 13. 2. Use the 3 P’s in your email subscribe box
- 23. Also great for social profiles
- 24. Digital Content Best Practices
- 25. 2. TOPICS your audience will love
- 27. Digital Content Best Practices source: keywordtool.io
- 30. Click to edit Master title style
- 31. Digital Content Best Practices Topics and focal distance
- 32. Digital Content Best Practices Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks Topics and focal distance
- 33. 3. HEADLINES that compete
- 37. Digital Content Best Practices source: How to Write Great Headlines Every time you see a headline, you calculate cost / benefit
- 39. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 40. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 41. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 42. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 43. Digital Content Best Practices Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content
- 44. Digital Content Best Practices Web Content Checklist: 21 ways to publish better content (keyword + colon + number + headline with benefit) Template for search-friendly headlines
- 45. The data about headlines and search
- 46. Digital Content Best Practices Questions as title tags…have 14.1% higher CTR Click through rate source: Backlinko
- 47. Digital Content Best Practices • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing Power words in title tags… source: Backlinko
- 48. Digital Content Best Practices • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing …decreased CTR by 13.9% POSITION CTR source: Backlinko Power words in title tags…
- 49. Digital Content Best Practices Positive vs. Negative Superlatives in Headlines source: Outbrain
- 50. The data about headlines and social
- 51. Digital Content Best Practices Number of Headline Words and Average FB Shares
- 52. Digital Content Best Practices Number of Headline Words and Average FB Shares source: Buzzsumo
- 53. Articles with 14+ word headlines get… • 3x more traffic • 2x more shares • 5x more backlinks source: SEMrush
- 54. Top Facebook Headline Trigram Average FB Engagements Will make you 8961 This is why 4098 Can we guess 3199 Only x in 2398 The reason is 1609 Are freaking out 1559 X stunning photos 1425 Tears of joy 1387 Is what happens 1337 Will make you cry 1287 source: Buzzsumo
- 55. Top Twitter Headline Trigrams Average Twitter Engagements This is what 174 For the first time 133 Things to know 123 X percent of 115 Will make you 114 Is the new 87 As it happened 86 First time in 80 Of all time 78 What happens when 73 source: Buzzsumo
- 56. Most Engaging Trigrams That Start Headlines X reasons why These are the X things you Here are the This is what How to get This is the X stunning photos This is how X things that X of the X things to X ways to You can now This is why The x most The x best X things only How to make Why you should source: Buzzsumo
- 57. Most Engaging Trigrams That End Headlines In the world Around the world In x years X years later Need to know In X days Of the year Melt your heart On social media To see this Of all time What he said Talking about it Is going viral For x years X years ago The first time See all day After x years Give you goosebumps source: Buzzsumo
- 58. “This is why these 10 stunning photos will make you cry tears of joy!”
- 59. Digital Content Best Practices Emotions get shared source: University of Pennsylvania
- 62. Digital Content Best Practices Average EMV score for headlines based on shares source: OK Dork / CoSchedule
- 64. Digital Content Best Practices source: CoSchedule
- 65. Numbers and data
- 67. Digital Content Best Practices
- 68. Digital Content Best Practices Frontload the headline with impact / benefits
- 69. Let’s try a few…
- 70. Digital Content Best Practices The 7 Habits of Highly Effective Marketers
- 71. Digital Content Best Practices The 7 Habits of Highly Effective Marketers
- 72. Digital Content Best Practices Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 73. Digital Content Best Practices Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 74. Digital Content Best Practices The Life Changing Magic of Deleting Old Content
- 75. Digital Content Best Practices The Life Changing Magic of Deleting Old Content
- 77. Digital Content Best Practices Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 78. Digital Content Best Practices Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 79. Digital Content Best Practices The Biggest Trend in SEO
- 80. Digital Content Best Practices The Biggest Trend in SEO
- 81. When a headline’s a… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 82. When a headline’s a… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 83. When a headline’s a… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 84. When a headline’s a… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 85. When a headline’s a… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 87. Digital Content Best Practices source: 2020 Blogging Survey
- 88. Digital Content Best Practices source: 2020 Blogging Survey source: 2020 Blogging Survey
- 89. 4. FORMATTING that holds attention
- 90. Digital Content Best Practices source: How Little to Users Read? NN Group During a typical pageview, visitors have time to read 28% of the words at most. 20% is more likely.
- 91. Digital Content Best Practices
- 92. Digital Content Best Practices Format for scanners
- 93. Jason Fried Basecamp Short paragraphs get read. Long paragraphs get skimmed. Very long paragraphs get skipped.
- 95. You’re not done publishing a new post until you have linked to it from an old post
- 96. @crestodina #Event 1. Headers, subheads 2. Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images Types of formatting
- 97. 5. LONG enough to hold ‘em
- 98. Digital Content Best Practices source: BuzzSumo dataset: OrbitMedia.com Long content gets shared more
- 99. Digital Content Best Practices source: HubSpot Word Count vs Average Linking Domains > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249 Long content gets linked to more
- 100. Digital Content Best Practices source: Moz, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words) Long content gets more shares and links
- 101. Digital Content Best Practices source: CoSchedule Long content tends to rank higher
- 102. Digital Content Best Practices Average length of top performing content by industry source: SEMrush State of Content Marketing, 2019 Long content gets more traffic
- 103. Digital Content Best Practices Number of Words Time on Page 1,000 2,000 3,000 4,000 5,000 12 min 10 min 8 min 6 min 4 min 2 min 0 min Length / Time on Page Correlation
- 104. Digital Content Best Practices source: 2020 Blogging Survey
- 105. Jerry Seinfeld Comedy Legend There is no such thing as attention span. There is only the quality of what you are viewing… People have an infinite attention span if you are entertaining them.
- 106. Each piece of content should be as long as necessary to cover the topic, and not one word longer.
- 107. 6. WORDS that keep things simple
- 108. Digital Content Best Practices • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate words
- 109. Digital Content Best Practices • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Anglo-Saxon words
- 110. Digital Content Best Practices
- 111. Digital Content Best Practices
- 112. Digital Content Best Practices “This was perhaps the most significant finding of the study”
- 113. Digital Content Best Practices “This was perhaps the most significant finding of the study” “This was perhaps the biggest finding of the study”
- 114. Digital Content Best Practices “This was perhaps the most significant finding of the study” “This might be the biggest finding of the study”
- 115. Digital Content Best Practices “This was perhaps the most significant finding of the study” “This might be the biggest finding of the survey”
- 116. Digital Content Best Practices source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience Success rates after rewriting a health care site for an 8th grade level readability… Write for 8th graders. Write for everyone.
- 117. The bigger you make your words, the smaller you make your audience.
- 118. Digital Content Best Practices
- 119. Digital Content Best Practices source: LA Times 1 in 10 Americans think HTML is an STD
- 120. 7. IMAGES that add value
- 121. Digital Content Best Practices Picture Superiority Effect Memory retention after 3 days 10% Text or audio only 65% Text plus picture
- 122. Digital Content Best Practices source: Twitter Media Blog
- 123. Digital Content Best Practices source: Social Bakers
- 128. If you can’t write a caption for it, it’s a stock photo.
- 134. Digital Content Best Practices Eye-tracking studies show…
- 135. Digital Content Best Practices …you look where they look!
- 137. Digital Content Best Practices How to make a thumbnail with high CTR 1. Simple…so it looks good small 2. Headline …so they know what it’s about 3. Face …so it can convey emotion
- 138. One image is not enough
- 140. Holding attention on long posts Add something visual at every scroll depth • Charts and graphs • Diagrams and screenshots • Faces of contributors • Call out quotes and statistics • Videos and animations
- 141. 75% 50% 75% 50% source: HotJar How far down do your visitors scroll?
- 142. In a desert of text, images are water. Give your readers a sip!
- 143. Digital Content Best Practices
- 144. Articles with one image every 70-100 words get shared the most.
- 145. Watch your cropping
- 146. Digital Content Best Practices
- 147. Digital Content Best Practices
- 148. “What’s in it for me?”
- 149. Eugene Schwartz Copywriting legend Copy is never written. Copy is assembled.
- 150. @crestodina #Event
- 151. @crestodina #Event
- 152. @crestodina #Event
- 153. @crestodina #Event
- 154. @crestodina #Event
- 155. @crestodina #Event
- 156. Digital Content Best Practices
- 157. @crestodina #Event
- 158. Make the best page on the internet for your topic
- 159. Thank you. Reach out anytime. Andy Crestodina Co-founder / CMO 773.353.8301 andy@orbitmedia.com
Notas del editor
- …when compared to articles with 7-10 word headlines (Source: SEMrush State of Content Marketing. dataset was 700,000+ articles from sites with 50k – 500k sessions per month)
- We picked the top 20 traffic-yielding articles from each of the considered blogs and calculated their average length.