Is your company quickly becoming irrelevant? Without engaging online content, you might be losing customers. Did you know 81% of shoppers use online research to help make buying decisions?

You have the power to inform and influence a customer’s buying decision. Grow your company this year with excellent content, written specifically for the web.

Write for Readers, Not Search Engines

Search engines are robots. They don’t make purchases. If you want to gain more customers through written content, it starts with writing for readers.

If people are reading your content, there's a good chance they'll become customers.

Remember, you’re writing for humans.

An article formulated to rank high on Google won’t have the same power as an article written to inform, entertain and convert the reader into a buyer. It doesn’t do much good to gain top search engine rankings if nobody reads past the first paragraph.

Bite-Size Chunks

Humans read quite differently online than offline. Large paragraphs tend to get skipped. Shorter paragraphs fit better with the short attention span of the online world.

Content written for the web doesn’t always match up with the strategy of one idea per paragraph. Instead, paragraphs may need to be broken up to make the content easier for online readers to digest.

Bullets and Headings

Have you ever tried to read an online article without headings or bullet points? It’s a chore!

Using bullets and headings makes the content scannable. It will also help to draw the eye to a specific section of the content.

Honesty is Still the Best Policy

One of the easiest ways to create online content primed to go viral is to have an opinion. Honesty goes a long way to engage readers. A few key ways to show off your honesty include:

  • Provide a backstory
  • Open up to your audience
  • Show your personality
  • Take a stance on a controversial topic
  • Give the reader context

If you truly want to engage your audience, allow them in. Tell them who you are and why you are writing the blog post.


K.I.S.S. or Keep It Short and Simple is one of the most powerful ways to engage readers online. When creating a new blog post, article or any other type of online content, get to the point. The attention span of your audience is very short. Don’t make them wait.

Positivity Sells

Positive content should be aimed for.

Positivity can be contagious.

Nobody wants to be around a negative person. However, we are magnetically drawn to positivity, which translates to the online world, as well. Positive, inspiring content has been proven to be more viral than negative content.

Provide Something Useful

No matter what the topic, your readers should gain something useful from the content. Whether you’re providing tips or simply entertaining your audience, they should feel like reading your article was worth it. How-to articles are very powerful for this very reason.

Back It Up

Online readers become savvier every single day. They know you cannot believe everything you read on the internet.

Back up your content with reliable sources, such as research studies, surveys, statistics and other authority sources. Not only will it make your content better, but it will also make you credible.

If you want to convert more readers into subscribers or buyers, you need to take a good look at your content. Make sure it’s written for the web and engages your audience.

For more information about content marketing take advantage of our Content Marketing Academy

Media Shower writer Benjamin Ehinger specializes in real estate and website hosting.