How Does One Find Content Worth Being Read?
By Douglas Krantz
For content to be worth something, it has to attract the attention of the casual reader. It also has to be interesting enough to keep the casual reader there.
Finding Content for the Attraction Page
Content for the attraction page, however, is sometimes difficult to find. The ideas are usually there, in the minds of the company sales team, in the minds of the company training team, or even on the website. It's translating the ideas into content usable for the casual reader that makes the content hard to see.
People have asked questions of the sales team. If enough people ask a question, it's a question that needs to be answered on the website.
Look at the Frequently Asked Questions page. People have asked questions, providing the answers to the hidden questions hidden behind the asked question is a great way to come up with content.
Example From a Frequently Asked Questions Page
Question - What is HSPF?
Answer - HSPF or Heating Seasonal Performance Factor. This measurement gauges the heating mode of heat pumps. Most new units have ratings from 7.0 to 9.4. The XYZ heat pump receives up to 13.3 HSPF.
This shows a straight forward question with a straight forward answer. But neither the question nor the answer is very high in content.
Finding the Content - Answering the Hidden Questions
Often, the question asked by a customer, a casual reader, someone "just looking," is based on questions hidden in the back of the mind. When looking for content, it's the hidden questions that provide the greatest content; it's the hidden questions that take time to figure out.
Remember, creating content is creating interest for the casual reader, and it's the answers to the hidden questions that the casual reader is most interested in.
It's true, most casual readers will never again return to the website. However, if you can answer the questions in the back of the readers' minds, a few will return.
Answer the Hidden Questions Behind the Question
Usually a simple question like "What is HSPF?" has more questions hidden behind the question that's asked.
- Why is the label needed?
- What do the numbers mean?
- How does this relate to me, the customer?
- Is it important?
Each of these answers would provide separate attraction page on the website - this is lots of content.
The answers should show that you aren't just selling a box with the HSPF label on the side, that you know what the label means, and that you also want the reader to know the label's importance.
Remember, an attraction page isn't for people in your industry; an attraction page is for the "sometime-in-the-future" casual reader, the one just looking. When it does come time to make a purchase, this is the person that you want to be familiar with your company's name.
What does that HSPF or Heating Seasonal Performance Factor really mean? Answer just that question, in a way a normal construction laborer or a dentist can understand it, and you have the casual reader's attention.
That's content; that's worth something.