I was reminded of an important truth by Performancing blogger smperris with his recent blog Beginner's Perspective of SEO. Don't assume! (Remember the old joke about what assume makes?)
Don't assume what?
False Assumptions
Don't assume that everyone who reads Performancing blogs are expert or professional bloggers! I tend to make that assumption when in reality the reading audience here is composed of those who wish to learn as much as those who are old pros. I know I'm always urging others to check out the current blogs and the Archives at Performancing if they wish to hone their blogging or other Internet writing skills or learn about monetization among other subjects.
Content That Speaks
So if we are to provide editorial sustenance for all readers, we must create content that speaks to all levels of proficiency. Sounds simple, doesn't it? Ah, as the Bard wrote, "That's the rub." Like so many things in life, it's easier to say it than do it.
Here are 5 ways I think a writer can create content that educates the beginner AND entertains the pro thus keeping both the beginner and the pro glued to the page or the screen.
5 Ways To Educate And Entertain
1. Write with a compelling voice that makes the reader feel as if they're having a great conversation with the writer. That way, they read the words, not skim the copy, because they're afraid they'll miss something entertaining.
2. If possible, punch up the copy with something unexpected. In the article above, I quote Shakespeare. That's a bit unexpected for a blog about blogging. You might throw in a humorous quotation, something that will pull a grin from the reader.
3. Use numbered lists. Readers love this because psychologically they feel as if they're getting step by step help in an area. Even pros will read lists because they're always looking for new ways also. Both groups are right. Sometimes, another writer's numbered list really knocks the old ball over the fence!
4. Use metaphors and similes that speak to the audience's cultural experiences. In #3 above, I used a baseball metaphor because it's springtime which is baseball season and just about everyone understands a baseball home run. Sports allusions are great for male readers, but female readers understand them too. So don't be afraid to use sports, literary, political, or whatever-floats-your-boat metaphors and similes.
5. Reference what others have done. Don't be afraid to refer to what others have written on the same subject. Acknowledge the body of work that has already been created. Give links if possible like I linked to smperris's blog at the beginning of this article. Honor your fellow writers.
The Takeaway Truth
Always remember that different writers present the same information in different ways. Maybe you've read 100 articles on writing SEO content, but number 101 is the one where you really "get it." So don't be afraid to tackle a subject that's been done over and over because the way you write it may be the way that speaks to someone who really is looking for an answer. That's content that works in every way.
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