To have credibility and capture business from online shoppers (read: the majority of consumers), you need quality content, whether it’s for your website, blog or e-marketing materials.
It’s not all about the words, though. “It also requires crafting our writing in a format that’s interesting and appealing to our target audiences,” said tech blogger Yoav Vilner.
In other words: if your copy looks boring, no one will read it.
By comparison, “surprising your readers with humorous visuals, building anticipation with informative ideas, and providing useful content that establishes your readers’ trust are all ways to strike an empathetic chord with your readers —and to keep them coming back.”
In a recent article for Inc., Vilner shared a few formatting tips to catch consumers’ eyes and reel ‘em in:
1.GIFs
These short animations combine several images in a single file that repeats itself over and over. “GIFs are great not only because they break up big blocks of text, but also because they add a layer of humor that still pictures typically don’t,” Vilner said. Prolific on sites such as Reddit and Tumblr, GIFs ofen reference pop culture, which really resonates with millennials and high school students.
Visit MakeaGIF to create your own animation using YouTube videos, photos, and more. With homecoming right around the corner, consider mining classic teen movies like “Sixteen Candles,” “Clueless” and “Mean Girls” for funny clips you can tie into posts about corsages and body flowers.
2. Video
In a world where everyone’s constantly on the go, many forego reading long and time-consuming articles. Consumers like options for how they consumer content. “Videos are often a faster, more intuitive way for readers to consume detailed information,” Vilner said, adding that video blends entertainment and education. “Just be aware that too much video can slow down page load time, so choose only the most useful and most concise video content.” (The time-lapse function can also help you cover a lot of ground in a short time.)
Click here for tips to shoot professional-looking videos on your smartphone.
3. Infographics
Looking back on their school days, many people picture a teacher writing on the blackboard. That’s because educators know many students learn better when a lecture is coupled with illustrations. “If written content is a long lecture, infographics are the helpful visuals,” Vilner said.
Infographics add interest and simplify complex concepts into easy-to-grasp concepts. You could break down flowers by seasonality to help brides-to-be plan their bouquets and centerpieces — or illustrate the floral supply chain, so consumers understand why a hurricane in Florida would affect flower availability in Kansas.
You don’t have to be a graphic designer to make your own infographics. Online tools, such as Piktochart, let you customize free templates with different fonts, colors, and images and video.
4. Lists
As Buzzfeed’s success (7 billion monthly visitors) would suggest, people love lists.
“The list format naturally creates white space, which makes the article visually appealing to your audience and less daunting to read,” Vilner said.
You can use lists in a variety of ways, including how-to guides, ‘X Reasons Why’ posts, and compilations of informational resources. Need inspiration? Consider your customers’ most common questions (“What should I sent my friend whose loved one just died?” “What are the most fashionable styles for prom 2018?” “How do I keep my flowers last as long as possible?” “Who are the best caterers/photographers/DJs in town?”)
