Image: Majunkz
Image: Majunkz

If you want your content marketing to achieve the goals and ROI your team have set out, you need to be thinking about more than just the words of your article and consider also the structure you slot them into.

Great Expectations

What you say should enlighten your audience or inform them of a something new. But the way in which you say it should not require them to make any extra effort in order to understand your message.

When people look for content for their website they are generally have an expectation of what the established verticals are.

1. Online News

2. Blogs

3. Landing Pages

4. FAQs

5. Newsletters

6. Interviews

This is just a quick list of some of the most common enquiries that Newsvend gets on a regular basis as a content agency, there are of course others. The key here is that these are the types of content that audiences expect to find online and as such they tend to be the most easily digestible.

By ensuring your content conforms to an expected format, you remove one extra barrier and help your audience to engage with you and your business. So if possible see if your content can slot into a common template. If you’re unsure about this or would like to see some examples, please get in touch for some samples.

White Space

Whatever form your content takes, white space is important. Don’t even think about hitting publish on that 1,000 word essay formatted into just three paragraphs. Break it up using pictures, bullet points and paragraphs and give it some structure!

Use Text Tools to Highlight Important Points

Use the tools you have at your disposal such as underlining, italics and bold text options. These simple formatting tools help ensure you can still engage with skim readers. For example, bold text on important sentences allow someone to skip through the article and still gather the meaning.

Clear Calls to Action

And finally, make it easy for someone to find your call to action. Don’t hide it away but equally don’t let it interfere with the message your content is delivering. Simple, clear and direct will do the trick.

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