Ten do’s and dont’s of content
Writing a blog worth reading, a product description that sells - or even an engaging social media post - can be pretty daunting.
The good news is that if you follow some great general principles then everything becomes much more simple.
Follow these ten do’s and dont’s if you want to improve your content overnight AND be confident about what you’re posting.
Photo by Sereja Ris on Unsplash
1) Keep it short
The way we read on a screen is different to the way we process print. That’s why it’s important to keep everything short. Short sentences stop the brain from straying.
Short paragraphs keep the eyes flowing. One sentence paragraphs might have been a no-no in English classes. But look online and you’ll find that many of the most readable stories have paragraphs of just one or two (short) sentences.
HINT: You can create paragraphs on Facebook by writing in another tool (like Word) and copy and pasting. But if you want to do it on page then simply press shift and return.
2) One idea per sentence
A great way of keeping things short? Stick to the ‘one idea per sentence’ rule. It also makes your content more ‘digestible’.
3) Write for your audience
When I’m writing casually, I often start sentences with ‘and’ and ‘but’. I’d steer clear of that technique if I was writing for the Guild of Proof Readers or an older audience.
Your ‘rules’ are different depending on your audience. There are phrases that would confuse non-native speakers; and abbreviations that would baffle my 70-something mum. Whether to use emojis would also depend entirely on your audience. Speaking of which…
4) Emojis are great - in moderation
MailChimp recommends a maximum of one emoji in an email subject line; and gets very squeaky if you attempt to use more than three.
The take away? A smattering of emojis is good. A splattering of emojis: not so much.
An occasional emoji adds interest. Use too many and it intrudes on your reader’s experience; it interrupts their flow.
Emojis that add meaning, emotion or clarity work well. If you can honestly say that your emoji is achieving that - you’re good to go. Otherwise, it’s probably best to steer clear.
Oh, and never forget that aubergines are Not Good. If you’re not sure why? Then tread with care in emoji-land: things are not always as they seem...
5) Keep your punctuation to a minimum!!!
You do not need three exclamation marks. Fact. One will do.
No one thinks it’s MORE of a question because you used three question marks; but plenty of customers will think you’re an over-excitable cringefest.
6) Grammar matters
If you’re not confident in your grammar or spelling? Don’t let that hold you back - but do take extra steps to get it right. Hemingway and Grammarly* are a great way of retraining your brain and giving you the confidence that you’re doing it right. (Of course, the easiest thing is to understand the grammar in the first place: check out our 5 common mistakes here.)
7) Help your reader go further
Great content is like a jigsaw. We often think of each piece of content in isolation. But when we realise it’s part of a bigger picture: that’s when things get really interesting.
One post or blog on its own is unlikely to do much. But when your Pinterest draws your reader to your YouTube channel… which links to an engaging piece on your site… which links to another blog… which links to your most popular product… that’s where the magic happens.
That’s how relationships are built, how your customers get to know you - and how you make sales.
You’ll often see it said that all good content should include a ‘Call To Action’ (or a CTA). Honestly? I’m not always a massive fan.
Too often, CTAs are well meaning but clunky. They jar; they seem out of place; and they’re often uncomfortably salesy.
We’ve all read that post that really inspired us, only to be jolted at the end by an over-familiar, slightly needy “Tell me your thoughts in the comments!”.
Or we’ve read something informative about deforestation: only to be brought back to earth with a “Show your support by clicking here to buy our orang utan memento!”
There’s nothing more magical than a post that sends you down a rabbit hole. Help your audience by guiding them on their journey; don’t annoy them by hurrying them to your preferred destination.
Photo by Albert Augustin on Unsplash
8) Images matter
Facebook posts with an image get more than double the engagement of those without.
Blogs with images are easier to read - your reader will stay on the page longer AND will concentrate more.
Infographics are some of the most shared visuals on social media.
You’ll appear in visual search results.
Images really, really matter - even if what you do isn’t particularly easy to communicate visually.
Keep images relevant, keep them small (big images are slower to load and no one wants that) and, on social media, fiddle with the dimensions to make them the perfect shape for the platform.
If you don’t have your own stock of great imagery or you’re not sure where to start with amazing images, check this guide.
9) Don’t write for search engines
Write for your reader.
Let me repeat: Write for your reader.
Search engines want to deliver what the searcher is looking for. Meet the needs of your reader and the search engines and algorithms will be happy.
Put yourself in the shoes of the person who you want to appeal to. Create content for that person. More on that in a moment.
10) The 500 word thing is tosh
As is anything about the best time of day to post, how often you should post, how many keywords you have to use and 95% of all the other ‘rules’.
(The one about quality over quantity is the exception that makes the rule. That’s a good one.)
Treat any of these ‘rules’ with caution. Many of them are based in solid principles; but have been lost in translation and leave little room for the most important ‘do’ of creating content:
Create content for the person you want to appeal to.
*These are NOT affiliate links. You can find out why here.