How to get your brand’s online content to stand out from the crowd

Consumable

Producing linkable content is about more than just your text. You also have to present your data and ideas in an attractive and user-friendly package. Among Consorte’s suggestions is to ensure content is split up using headings and images, keeping sentences short and simplifying vocabulary. “The reader will then be able to skim your content to determine its relevance,” he explains.

“Visuals are often more understandable than mounds of text. Embed some engaging images, videos, charts and graphs to tell a better story. Use Google Charts to quickly develop interactive components and make them easy to embed.”

Consorte says it’s also important to tell a story. “People think in stories, so frame your content in this way to make it more engaging. If that doesn’t work, then inject one or two anecdotes into your copy.”

Compelling

This is all about making people want to ‘share’ or link to your content. The wider it is shared, the more attention your brand or business will gain. Among Consorte’s suggestions is to be contrarian.

“Make your content stand out with divergent ideas and form. Make a case for why the sky is red,” he says.

Following on from the above, you can consider embracing controversy. “Controversy stimulates emotional responses. Done well, you’ll get engagement from people who are both attacking and defending you and your ideas. You may lose part of your audience, but those who stay are likely to be very loyal and engaged,” Consorte advises.Read the full article here.