Hi, Al Bargen here. Writers, through social media networks, vie for readers’ attention. A little known fact is that pageviews and website visits do not constitute actual reading. Those unnamed visitors in your blogs or websites may come for an intriguing title, but they won’t necessarily stay for the rest of the content. They may just scan.
That’s right, the new generation of readers are largely scanners. They are constantly being lured by links left and right. It’s difficult to stay in one place for a longer period of time.
At this point, you’re probably thinking of ways to dumb down your content or dilute your articles so they become scanner-friendly. Stop! The goal is not to write to perpetuate the culture of scanning. The real goal is to convert these scanners to readers.
Here are the steps to turn scanners into actual readers.
1. Build author credibility.
Claiming that you are an author is different from actually having the credibility of an author. This is the part where you show off your credentials. Be an authority on the subject. If you feel you’re not quite there yet, associate yourself with experts in your field.
2. Build blog credibility
Post articles with purpose. Don’t just post articles hoping that one of them would stick. Write articles that will resonate with your readers, every single time.
Update your blog regularly. It helps build your credibility as a consistent blogger.
3. Find out what people are searching
Do a Google adwords search on what your target audience are searching for. These are people looking for something to read and not just the accidental readers. Create articles with popular topics/keywords in mind.
4. Employ ‘Trust Triggers’
Trust triggers are what make scanners take notice of your site and compel them to read your posts. One trigger is when they see your blog with a logo. It ties up with your author ‘branding’.
5. Post Informative, useful, and valuable content
The kind of content you create will determine the kind of audience you’d attract. Keeping your posts entertaining and informative will guarantee increase readership. Try adding images, infographics, podcasts, and videos. They have mass appeal.
6. Interact with your readers
Responding to comments on your blog and connecting with them in various social media sites build relationships that will gain more readers than scanners.
The ‘scanner culture’ would eventually change when people start to demand longer and more substantial articles. It’s very tempting to write short posts to attract scanners. Just keep in mind, the key is to turn these scanners into loyal readers and followers of your blog or website.
Image by noblige – Bigstockphoto.com