Updated: 8.7.23

In today’s digital-first era, content forms the backbone of marketing strategies across sectors. As the old saying goes, “Content is King.” But what happens when the king is ignored?

The Tragedy of Unread Content: Why Does it Happen?

Writing unread content is like shouting in an empty room – futile and frustrating. We pour our energy, time, and creative juices into crafting content, only to find it lost in the vast digital void.

Why does this happen, and what can we do to avoid it?

1. Explainer Videos: A Game-Changer

Explainer videos act as a compelling complement to your written content. They’re short, engaging, and to the point, making them an ideal tool to break down complex information into easily understandable segments.

This helps to grab your audience’s attention right from the start, increasing their interest in your content.

Moreover, explainer videos often result in better information retention for the viewers. When information is presented visually, our brains can process it 60,000 times faster than text.

This means that not only are your readers more likely to understand the information, but they’re also more likely to remember it.

And, here’s the cherry on top – explainer videos can also significantly boost your SEO. Search engines love videos, and including them in your content can help increase your visibility on search engine results pages.

Whether you use animation, screencasts, live-action, or whiteboard videos, the choice is yours. But one thing is certain: including explainer videos in your content can help you stand out from the crowd, make your content more digestible, and ultimately avoid the dreaded fate of unread content.

So, while you may be a wordsmith first, don’t shy away from the potential of explainer videos. Embrace this innovative tool and watch your content reach new heights of engagement and readability.

2. The Art of Competitive Research

What’s the secret to being heard in a crowded room? Well, it’s about saying something unique, intriguing, and valuable. This is where competitive research comes into play.

Competitive research involves studying and analysing the content strategies of your competitors – the ones who share your audience.

It’s about understanding what they’re doing, how they’re doing it, and most importantly, identifying what they’re not doing.

The last part is where you find the gaps you can fill, the unique angles you can take to make your content stand out.

For instance, consider the popular topics within your industry. If everyone is writing about ‘how to improve SEO’, you might want to delve deeper into specific aspects that are often overlooked, such as ‘voice search optimisation for SEO’ or ‘influence of UX design on SEO‘.

By narrowing your focus and targeting niches, you can present fresh and intriguing content to your readers.

However, remember that competitive research is not about imitation; it’s about innovation. It’s not about replicating your competitors’ success, but rather learning from their strategies, discovering opportunities for differentiation, and eventually carving your own unique path.

To aid this, there are several tools available today – from SEMrush and Ahrefs to BuzzSumo – that can provide valuable insights into your competitors’ content strategies.

They can help you identify the high-performing content in your domain, the most engaging formats, and even the popular keywords that you could target.

So, equip yourself with the power of competitive research and transform your content strategy. In the bustling digital party, make your voice heard, your content read, and your presence felt.

After all, competitive research isn’t just an art, it’s the secret sauce to captivating your audience and preventing your content from becoming digital wallpaper.

Narrowing the Scope: The Power of Specificity

Instead of echoing general, saturated topics, try finding a niche. Yes, it’s hard to find a topic that hasn’t been covered extensively.

But, narrow down the lens. Choose an angle that hasn’t been explored much and watch how it amplifies your content.

3. The ‘Not-So-Harsh’ Truth About Overdoing It

Let’s talk about a not-so-harsh truth: less is more. This age-old saying may sound cliché, but when it comes to content writing, it holds water.

If your goal is to create content that people actually want to read, then embracing the power of simplicity can be a game-changer.

The world of content is no place for grandiose language, technical jargon, or run-on sentences. Sure, they might make you sound smart, but do they keep your readers engaged?

The answer, in most cases, is a resounding “No”. Overcomplicating your content can not only deter readers but also bury your key message under layers of unnecessary complexity.

When you’re writing, it’s crucial to remember that your audience might not have the same level of knowledge as you do.

Flooding them with complicated words or industry-specific terms can make your content harder to digest and can alienate your readers, causing them to leave your page.

On the flip side, writing with clarity and simplicity fosters understanding. It helps your readers grasp your content’s main message easily and quickly, without having to decipher what each sentence means.

Keep your sentences short, your language clear, and your paragraphs digestible. Break up large chunks of text with headings, subheadings, bullet points, and images to improve readability.

But how about technical or niche topics, you ask?

Well, even the most technical topics can be broken down into simpler, understandable concepts.

Remember, your role as a content writer is not just to share information but to educate and engage your readers. If your readers don’t understand what you’re saying, then the purpose of your content becomes null and void.

So, embrace the ‘not-so-harsh’ truth about overdoing it. Strip back, simplify, and see how your content transforms into something your readers want to read.

After all, writing is not about showcasing your vast vocabulary or industry knowledge; it’s about connecting with your audience and conveying your message effectively.

Web Development and Content Creation: An Unexpected Connection

Like web development, where simplicity and user experience are central, writing should cater to the reader’s comfort. Make your content crisp, clear, and cogent.

Keep it simple, and the readers will keep coming back.

4. Crafting Content with a Clear Purpose

What happens when you try to shoot a target in pitch darkness?

Most likely, you’ll miss it.

Writing content without understanding your audience is a similar exercise in futility.

Without a clear idea of who you’re writing for, your content might end up becoming just another unread post in the vast digital ocean.

So, how do we light up that darkness and hit the bullseye with our content? The answer lies in defining and understanding your audience.

Understanding Your Audience: A Key Aspect

Knowing your audience is more than just recognising them as a general group of people who might be interested in your topic. It’s about understanding their needs, interests, questions, and concerns.

It’s about delving deeper into their demographics, psychographics, online behaviour, and preferences.

By taking the time to understand these aspects, you can tailor your content to their specific needs, making it more relevant and engaging.

Think of it as tailoring a suit. A well-tailored suit is not just about choosing the right fabric or colour. It’s about taking precise measurements, understanding the wearer’s style and comfort preferences, and customising each aspect to fit them perfectly.

Similarly, your content should be tailored to your audience’s preferences. It should address their needs, answer their questions, and align with their interests.

When you know your audience well, you can craft content with a clear purpose. Every blog post, infographic, or video you create will have a targeted intent.

Whether it’s educating your audience about a new trend, solving a common problem they face, or simply entertaining them after a long day, your content will hit the mark because it is designed with your audience in mind.

By creating a clear content purpose and understanding your audience, your content becomes more than just words on a page. It becomes a conversation, a connection, a way to build relationships.

It becomes valuable and, most importantly, it becomes content that’s read. Remember, knowing your audience is not an option in content creation; it’s a necessity. Ignite your content with the power of audience understanding, and watch it shine brightly in the digital space.

5. Adding Value: The Ultimate Goal

Remember this – your content isn’t just content. It’s a solution, an answer, a consolation, or a joy to your reader.

When we think of content, we often limit ourselves to considering it as a mere combination of words and phrases.

But it’s time to see beyond that.

Your content isn’t just content. It’s a solution to a problem, an answer to a question, a consolation in distress, or a joy in a reader’s day.

In essence, your content needs to add value to your reader’s life.

The Difference Between Content and Value-Rich Content

Value-rich content goes beyond just delivering information; it provides something meaningful and beneficial to the reader. Whether your content is designed to inform, educate, entertain, or inspire, it should leave the reader with something they didn’t have before.

Even if your aim is to entertain, that doesn’t mean value takes a backseat. Make them laugh, make them think, or teach them something new.

For instance, if you’re writing a piece of humorous content, your value could be brightening your reader’s day or providing them with a much-needed moment of levity. Content is like a gift – it’s not just about what’s wrapped inside, it’s about the thought and care that has gone into it.

By creating content that truly adds value, you build trust and credibility with your audience. They start seeing you as an authoritative voice in your field, which ultimately increases their engagement and loyalty.

This increases the chances of your content being read, shared, and appreciated.

6. The Triple ‘R’ Strategy: Reuse, Repurpose, and Recycle

Content creation isn’t a one-and-done process. Once your content is out there, it doesn’t mean its journey has ended. In fact, it could just be the starting point for many other pieces of content. This is where the Triple ‘R’ strategy comes into play: Reuse, Repurpose, and Recycle.

After publishing a piece of content, explore ways to breathe new life into it. Can a blog post be transformed into an engaging infographic?

Can a webinar be broken down into bite-sized informational videos?

Can the insights from a research report be shared as a series of social media posts?

This strategy not only saves you time and resources but also allows you to reach a wider audience across different platforms.

Additionally, repurposing content can reinforce your key messages, as repetition can improve recall and recognition among your audience.

So, don’t let your valuable content collect digital dust after its first use. Instead, let it be the foundation for creating diverse, engaging, and value-rich content pieces that won’t be overlooked.

After all, in the world of content, recycling is just as important as creating.

Mastering SEO and Audience Engagement

Content that isn’t optimised for search engines can often remain unread simply because it doesn’t appear in search results.

Understanding and implementing SEO techniques can significantly improve the visibility of your content.

Moreover, engagement is the key to retaining readers. Encourage reader interaction through comments, likes, shares, or any form of feedback.

Engage with your readers by responding to their comments and feedback; after all, who doesn’t appreciate a little recognition?

Leveraging Analytics to Improve Content Performance

Once your content is live, don’t turn a blind eye to it. Use analytics tools to understand how well your content is performing. Are readers dropping off at a certain point?

Which parts of your content are they interacting with the most? Use these insights to tweak your content and make it more reader-friendly.

Conclusion: Avoiding the Abyss of Unread Content

In conclusion, writing content that engages, retains, and pleases the reader is an art, not just a skill. By embracing techniques such as explainer videos, competitive research, simplifying content, understanding the audience, adding value, and repurposing, you can avoid the tragedy of unread content.

After all, content isn’t just meant to be written; it’s meant to be read, appreciated, and shared!

Frequently Asked Questions