Are you paying attention to customers’ personal content consumption habits? It is easy to keep creating the content that you’ve always been creating because it has worked in the past. Over time, customers’ habits may change, often in ways that you never would have anticipated. If someone had told you ten years ago that mobile users would be spending nearly three hours a day on their devices, would you have believed that person? To maximize the reach of your content, you must be in tune with customers’ personal content consumption habits.
Headlines and formatting count
Many companies implement responsive web design and then put their effort toward creating high quality content without putting as much focus on headlines and formatting as they should. There is no question that responsive web design is critical for adapting to consumption habits across multiple devices. There is also the question that no one may stick around if you’re not providing relevant, meaningful content.
However, you still need to give headlines and formatting the attention that they deserve to pull in as many readers as possible. Only one in five readers ever gets past the headline in an article. Study killer headlines in popular magazines and on highly trafficked websites to determine what makes them so successful. In an age where a large portion of your customers are viewing content on smartphones and tablets, you should format your content for touch screens with large fonts, easy to read colors, and high quality images and videos. Get to the point quickly and efficiently and streamline the layout.
Search engine optimization and social sharing buttons count, too
To ensure that users can find your content via search engines, focus each piece around a single long-tail keyword, add relevant inbound and outbound links, and add text to non-text content. For example, if you share a video on your blog, make sure to add metadata so that the search engines can index it. You should also use Google+ authorship to protect your content and ensure that people see a connection between your content and your business.
Readers shouldn’t have any trouble figuring out how to share your content. Add a few select social sharing buttons for the channels that your users frequent, encourage questions on posts, and respond to your comments in a timely fashion. Users are more likely to continue sharing and commenting when they know that someone is listening.
Acknowledging short-form versus long-form content
In-depth content with long-tail keywords has proven to yield a lower, more substantial search volume than higher appealing core keywords. Long content provides more detail, demonstrating a higher level of expertise and creating more value. But is anyone interested in reading articles over 1,000 words long on mobile devices? Pay attention to the habits of your audience. Maybe they are interested, but the articles would be better received if each one was broken down into multiple pages.