We had an interesting call with a frustrated client today. They were frustrated because they had taken the time to write what they believed was great content, but no one was looking at it.
Making matters worse, when he showed the content to his customers, they told him it was too long and unreadable.
So here's a good site owner who took the time to create good content and got kicked in the shins.
Too much text.
Or more specifically, not enough scannable material.
Let's look deeper.
Walking the Line
We all know that the essence of good content is actual meaty content, something you can use. 600 words or more of high value, educated materials.
Our client was frustrated and wanted to know if he really needed to "dumb down" his content in order to get people to read it.
The "ah-ha" moment came as we looked at internet pages he liked to look at, and the concept of adding visual panache to good content finally came together as we discussed things like e-books and info-graphics.
But in today's digital world, people tend to scan the internet rather than read, so making your top notch content visual makes all the difference in the world.
Here is what he came up with, a simple, easy to use graphic that was shared and re-posted on his very first attempt:
Here's another example from inside the WSI world.
One of our WSI consultants put together a great blog post on the biggest mistakes people make with website budgets and projects. It was top notch material and could benefit anyone considering a website.
However, the piece of content didn't get alot of traction. That is, until he made it visual.
The end result:
I think just about everyone agrees that this type of content is more enjoyable than a blog post. And you can guess that this infographic has gotten tremendous play around the internet, being shared and linked to which helps spread the content as well as SEO.
And one other example:
And while we are NOT advocating abandoning educational content, these examples do illustrate the importance of creating multiple variations of your content in order to get the most bang for your buck. Having visual content is, at it's nature, social, and lends itself to being shared around the internet.
So go ahead, get creative.
We think you'll like what happens then.