According to Google Analytics, Purpose Driven Content is an SEO strategy used to grab and keep the attention of web surfers. If you want casual browsers to stick around and read more, your content must engage them, and convince them your product or service will make their lives better. This begins with attention-grabbing headlines, and continues with engaging and persuasive content right through to the closing paragraph. Learn how to write content driven, persuasive content with the tips in this article.
Based on your viewing this article, we believe you’ll appreciate this video on how to create the best content for your real estate agent website.
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What You Need to Know About Purpose Driven Content
Whether you are a real estate agent / business owner seeking to drive more customers to your website, or a writer seeking to learn how to write more engaging and persuasive content, there are some things you need to know. Simply writing a description of your product or service and including contact information or a “Buy Now” button won’t have the effect you want. What you need is content that not only draws your audience to your website, but truly inspires them to click, buy, or subscribe NOW. This isn’t as difficult as it may sound. By following some important guidelines, you can become a persuasive and unforgettable writer.
What Exactly Is Purpose Driven or Persuasive Content?
If you ask Google, they will tell you that Purpose Driven Content is necessary to any SEO strategy. People browsing the web are like people casually strolling through the mall, window-shopping. If you want to hook them into stepping inside to read more, you need content that catches their attention. This begins with attention-grabbing headlines, but your content must continue to be engaging and persuasive if you want to not only keep them around, but get them to buy.
Purpose Driven Content is:
* Relevant to the topic or product
* Utilizes the power of emotion
* Is written for particular personalities
* Uses persuasion
* Is all about the customer
How to create the perfect headline
A headline is your two-second opportunity to engage the attentions of web surfers who have developed a very short attention span. Thanks to information overload and un-kept promises, people have developed hard-core filters. On average, only about 20 percent of people read any article past the headline. Starting with an engaging headline can, in itself, boost the effectiveness of your content, simply by getting people to read it. Use the following guidelines to ensure your headlines will grab and hold readers:
1. Demand Attention. Keeping in mind that you have less than 2 seconds to grab and hold the reader’s attention, it’s important to use power words such as breakthrough, doomed, and lies. Other words that grab attention include At Last, New, and Now.
2. State a Benefit. Assume all of your readers are pressed for time. It is important to offer to reward them for staying to read your content. In a couple of words tell readers how your content will help them, make them feel better, or otherwise improve their lives.
3. Be Specific. If your headline is ambiguous or generic it will get perhaps one second of attention before surfers are on to the next page. As an example, crime is generic and uninteresting. However, more specific words such as arson, murder, rape, and burglary, are likely to engage readers.
4. Don’t be too Original. While you want your content to be original and exciting, it’s a good idea to take ideas and structure from successful professional copywriters. Using proven, strong structures helps ensure your headlines pull in readers. Of course you don’t want to actually copy the headlines of others, but there is no reason to reinvent the wheel.
5. Consider Cute and Clever. Coming up with a truly clever or cute headline that actually works is a lot more difficult than it sounds, and many writers just don’t have what it takes. Rather than failing with a witty line that tickles your ribs, but others don’t get, stick to what you know.
Co-schedule has a great Headline Analyzer we like to use. Give it a try!
In order to create persuasive purpose driven content, you need good information to work with. Imagine you are writing an article about a new product. You need information from the tech department about how the product works, as well as information from the marketing department about what value the product offers people. Once you have put all this information together into a comprehensive article, it is important to have it checked for accuracy. After this process you have the required accurate, well-written content, but you need to be sure it hits a nerve and makes people click or buy, or even go on to read more.
Streamlining Engaging Content
Now that you have all the facts straight, you need to be sure the attention-grabbing message isn’t buried somewhere in a bunch of boring text. Here are some tips for structuring your article to attract the reader’s attention:
1. The Importance of Subheadings and Captions. People who have been caught by your heading are most likely to scan through subheadings and captions before deciding whether to actually read your content. Create engaging subheadings, then arrange content beneath them to create a well organized article. Captions are those blurbs that stand out on the page, sometimes near pictures or graphics, that point out interesting facts. Be sure to use power words here as well.
2. Opening Paragraph. Remember you are dealing with short attention spans, so each line you write must convince your readers to continue on to the next. An opening paragraph should engage your readers, clearly state what they will gain from reading the article, and encourage them to read on. While this must be interesting and encouraging, avoid the temptation to use fluff here. Readers want to know what they’ll really get for their time.
3. Bulleted or Numbered Lists. Use fascinating bullet points when writing to engage the reader’s attention further. Interesting facts with bullets encourages readers to read more of your content.
4. Surprise Your Readers. Using the element of surprise, by adding surprising facts or benefits, makes readers pay closer attention. What they pay attention to they remember. Be sure to use vivid adjectives that are sensory-specific or emotional. This also helps people remember.
5. Deliver on Your Promise. This is your last chance to convince the reader to take action. Be sure to write a few interesting and persuasive lines that ensure readers click, subscribe, or buy now. Never forget the compelling headline that brought your readers this far. Failure to deliver on promises in fascinating headlines is the number one reason readers have short attention spans in the first place. Throughout your article, continuing right through the final paragraph, make sure you deliver on what you promised in your headlines.