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B Corp Marketing Series: 7 Ways to Write Web Content That Gets Opened, Read and Shared
This document presents best practices for creating digital content that effectively engages audiences and improves shareability. It emphasizes strategies such as publishing a clear mission, using impactful headlines, formatting for readability, and leveraging visuals to enhance engagement. The document synthesizes data and research to support suggestions on content length, structure, and emotional appeal.
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B Corp Marketing Series: 7 Ways to Write Web Content That Gets Opened, Read and Shared
- 1. Presentation Title Subtitle Month, #,Year Digital Content Best Practices 7 Ways to write content that gets clicked and shared November 10, 2020
- 2.
- 3. Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.
- 4. Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.
- 5. Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.
- 6. Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.
- 7. Our content iswhere [audience x] gets [information y] that offers [benefit z].
- 8. Digital Content BestPractices tips, advice, insights, strategies, stories, news, trends, reports, ideas, inspiration, checklists, research “Information y”
- 9. Digital Content BestPractices Source: Content Marketing Institute
- 10. Marketers who documenttheir mission statement are 3x more likely to succeed
- 11. Digital Content BestPractices Source: Content Marketing Institute “Do you have an editorial mission statement?”
- 12. It makes agreat call to action
- 13. 2. Use the3 P’s in your email subscribe box
- 23. Also great forsocial profiles
- 24. Digital Content BestPractices
- 25. 2. TOPICS youraudience will love
- 27. Digital Content BestPractices source: keywordtool.io
- 28.
- 29.
- 30. Click to editMaster title style
- 31. Digital Content BestPractices Topics and focal distance
- 32. Digital Content BestPractices Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks Topics and focal distance
- 33. 3. HEADLINES thatcompete
- 34.
- 37. Digital Content BestPractices source: How to Write Great Headlines Every time you see a headline, you calculate cost / benefit
- 38.
- 39. Works in SearchWorks in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 40. Works in SearchWorks in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 41. Works in SearchWorks in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 42. Works in SearchWorks in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 43. Digital Content BestPractices Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content
- 44. Digital Content BestPractices Web Content Checklist: 21 ways to publish better content (keyword + colon + number + headline with benefit) Template for search-friendly headlines
- 45. The data about headlinesand search
- 46. Digital Content BestPractices Questions as title tags…have 14.1% higher CTR Click through rate source: Backlinko
- 47. Digital Content BestPractices • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing Power words in title tags… source: Backlinko
- 48. Digital Content BestPractices • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing …decreased CTR by 13.9% POSITION CTR source: Backlinko Power words in title tags…
- 49. Digital Content BestPractices Positive vs. Negative Superlatives in Headlines source: Outbrain
- 50. The data about headlinesand social
- 51. Digital Content BestPractices Number of Headline Words and Average FB Shares
- 52. Digital Content BestPractices Number of Headline Words and Average FB Shares source: Buzzsumo
- 53. Articles with 14+word headlines get… • 3x more traffic • 2x more shares • 5x more backlinks source: SEMrush
- 54. Top Facebook HeadlineTrigram Average FB Engagements Will make you 8961 This is why 4098 Can we guess 3199 Only x in 2398 The reason is 1609 Are freaking out 1559 X stunning photos 1425 Tears of joy 1387 Is what happens 1337 Will make you cry 1287 source: Buzzsumo
- 55. Top Twitter HeadlineTrigrams Average Twitter Engagements This is what 174 For the first time 133 Things to know 123 X percent of 115 Will make you 114 Is the new 87 As it happened 86 First time in 80 Of all time 78 What happens when 73 source: Buzzsumo
- 56. Most Engaging TrigramsThat Start Headlines X reasons why These are the X things you Here are the This is what How to get This is the X stunning photos This is how X things that X of the X things to X ways to You can now This is why The x most The x best X things only How to make Why you should source: Buzzsumo
- 57. Most Engaging TrigramsThat End Headlines In the world Around the world In x years X years later Need to know In X days Of the year Melt your heart On social media To see this Of all time What he said Talking about it Is going viral For x years X years ago The first time See all day After x years Give you goosebumps source: Buzzsumo
- 58. “This is whythese 10 stunning photos will make you cry tears of joy!”
- 59. Digital Content BestPractices Emotions get shared source: University of Pennsylvania
- 60.
- 61.
- 62. Digital Content BestPractices Average EMV score for headlines based on shares source: OK Dork / CoSchedule
- 63.
- 64. Digital Content BestPractices source: CoSchedule
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- 66.
- 67. Digital Content BestPractices
- 68. Digital Content BestPractices Frontload the headline with impact / benefits
- 69. Let’s try afew…
- 70. Digital Content BestPractices The 7 Habits of Highly Effective Marketers
- 71. Digital Content BestPractices The 7 Habits of Highly Effective Marketers
- 72. Digital Content BestPractices Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 73. Digital Content BestPractices Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 74. Digital Content BestPractices The Life Changing Magic of Deleting Old Content
- 75. Digital Content BestPractices The Life Changing Magic of Deleting Old Content
- 76.
- 77. Digital Content BestPractices Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 78. Digital Content BestPractices Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 79. Digital Content BestPractices The Biggest Trend in SEO
- 80. Digital Content BestPractices The Biggest Trend in SEO
- 81. When a headline’sa… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 82. When a headline’sa… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 83. When a headline’sa… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 84. When a headline’sa… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 85. When a headline’sa… …it can lead to… …if you… Article header (h1) lower bounce rates Go long with specific benefits Title tag higher rankings Put the target keyphrase up front. Use less than 60 characters. Email subject line higher open rates Use the most compelling, specific words in the first five words. Social media post higher click through rates and shares Trigger curiosity and emotion, use special characters, hashtags, emojis. Video title more plays / views Use the target phrase plus an unexpected word. Put the headline in the thumbnail image.
- 86.
- 87. Digital Content BestPractices source: 2020 Blogging Survey
- 88. Digital Content BestPractices source: 2020 Blogging Survey source: 2020 Blogging Survey
- 89. 4. FORMATTING thatholds attention
- 90. Digital Content BestPractices source: How Little to Users Read? NN Group During a typical pageview, visitors have time to read 28% of the words at most. 20% is more likely.
- 91. Digital Content BestPractices
- 92. Digital Content BestPractices Format for scanners
- 93. Jason Fried Basecamp Short paragraphsget read. Long paragraphs get skimmed. Very long paragraphs get skipped.
- 95. You’re not donepublishing a new post until you have linked to it from an old post
- 96. @crestodina #Event 1. Headers,subheads 2. Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images Types of formatting
- 97. 5. LONG enoughto hold ‘em
- 98. Digital Content BestPractices source: BuzzSumo dataset: OrbitMedia.com Long content gets shared more
- 99. Digital Content BestPractices source: HubSpot Word Count vs Average Linking Domains > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249 Long content gets linked to more
- 100. Digital Content BestPractices source: Moz, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words) Long content gets more shares and links
- 101. Digital Content BestPractices source: CoSchedule Long content tends to rank higher
- 102. Digital Content BestPractices Average length of top performing content by industry source: SEMrush State of Content Marketing, 2019 Long content gets more traffic
- 103. Digital Content BestPractices Number of Words Time on Page 1,000 2,000 3,000 4,000 5,000 12 min 10 min 8 min 6 min 4 min 2 min 0 min Length / Time on Page Correlation
- 104. Digital Content BestPractices source: 2020 Blogging Survey
- 105. Jerry Seinfeld Comedy Legend Thereis no such thing as attention span. There is only the quality of what you are viewing… People have an infinite attention span if you are entertaining them.
- 106. Each piece ofcontent should be as long as necessary to cover the topic, and not one word longer.
- 107. 6. WORDS thatkeep things simple
- 108. Digital Content BestPractices • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate words
- 109. Digital Content BestPractices • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Anglo-Saxon words
- 110. Digital Content BestPractices
- 111. Digital Content BestPractices
- 112. Digital Content BestPractices “This was perhaps the most significant finding of the study”
- 113. Digital Content BestPractices “This was perhaps the most significant finding of the study” “This was perhaps the biggest finding of the study”
- 114. Digital Content BestPractices “This was perhaps the most significant finding of the study” “This might be the biggest finding of the study”
- 115. Digital Content BestPractices “This was perhaps the most significant finding of the study” “This might be the biggest finding of the survey”
- 116. Digital Content BestPractices source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience Success rates after rewriting a health care site for an 8th grade level readability… Write for 8th graders. Write for everyone.
- 117. The bigger youmake your words, the smaller you make your audience.
- 118. Digital Content BestPractices
- 119. Digital Content BestPractices source: LA Times 1 in 10 Americans think HTML is an STD
- 120. 7. IMAGES thatadd value
- 121. Digital Content BestPractices Picture Superiority Effect Memory retention after 3 days 10% Text or audio only 65% Text plus picture
- 122. Digital Content BestPractices source: Twitter Media Blog
- 123. Digital Content BestPractices source: Social Bakers
- 128. If you can’twrite a caption for it, it’s a stock photo.
- 134. Digital Content BestPractices Eye-tracking studies show…
- 135. Digital Content BestPractices …you look where they look!
- 137. Digital Content BestPractices How to make a thumbnail with high CTR 1. Simple…so it looks good small 2. Headline …so they know what it’s about 3. Face …so it can convey emotion
- 138. One image isnot enough
- 140. Holding attention onlong posts Add something visual at every scroll depth • Charts and graphs • Diagrams and screenshots • Faces of contributors • Call out quotes and statistics • Videos and animations
- 141. 75% 50% 75% 50% source: HotJar How fardown do your visitors scroll?
- 142. In a desertof text, images are water. Give your readers a sip!
- 143. Digital Content BestPractices
- 144. Articles with oneimage every 70-100 words get shared the most.
- 145.
- 146. Digital Content BestPractices
- 147. Digital Content BestPractices
- 148. “What’s in itfor me?”
- 149. Eugene Schwartz Copywriting legend Copyis never written. Copy is assembled.
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- 156. Digital Content BestPractices
- 157.
- 158. Make the bestpage on the internet for your topic
- 159. Thank you. Reach outanytime. Andy Crestodina Co-founder / CMO 773.353.8301 [email protected]