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22nd January 2015
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Writing content that inspires people to take action
By Kalon Huett, IndustraCom

Have you ever wondered why some content inspires people to take action, while other content doesn't get a second glance? There's no magic potion guaranteed to generate clicks, views, shares and enquiries – wouldn't that be nice – but there are some simple 'tricks of the trade' to give your content a better chance.

Let's take a look at how content can get the reactions you desire.

Put those emotions in motion
One thing is certain – human readers have human reactions. You can spend hours writing content you hope search engines will rank highly, but that doesn't mean the people who actually see it will find it interesting. Your real goal is to gain a personal connection with a relevant audience, and you can't achieve that with dull words on lifeless pages.

When readers feel inspired, informed, amused or amazed, they also feel like doing something about it. Their emotional reaction actually creates an energy that might lead them to take action.

Tip: Write with passion for what you do, not just pitches for what you sell.

Take a top-heavy approach to your page
Online media is a totally different beast to print. While a reader may become invested enough to reach the end of a double-page magazine editorial, that very same reader is likely to be flipping between pages at a much faster pace when browsing the internet.

What does that mean for your content? Treat it like a pyramid, with the most important information at the top and the supporting information gradually filling out the base. Headlines, intros and sub-headings are your attention-grabbing weapons, so use them wisely.

Tip: Don't wait until the bottom of the page to make your point. Jump out of the blocks with energy, leaving the less critical details for the truly engaged reader to discover later.

Don't underestimate the Call to Action (CTA)
It seems obvious, yet Calls to Action are often included as an afterthought. Your page could have 1,000 words on it, but the 3 most important ones might look a little something like this – find out more.

That brings us to another important point, which is telling the truth with your Calls to Action. Don't promise more information if the link actually takes readers straight to your contact form. However, a CTA such as get in touch with us is perfectly fine. The same applies when linking to related resources, which is a great way to keep readers engaged.

Tip: Make your Calls to Action clear, creative and accurate.

Check out these examples of quality content

How to keep older equipment in service for much longer
Let's face it: vehicles and machinery don't last forever. Sooner or later they need major overhauls or replacement.
10 Reasons Polyethylene is Such a Great Invention
Potato chips? Coca Cola? Stainless steel? Pacemakers? Some of the greatest inventions we know were created by completely accidental geniuses – and polyethylene is no exception to this.
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