Four Essential Facts about Good Blog Content
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So now that you’ve gotten over being impressed that I could manage to use such big words, here are four simple facts about good blog content. All of these can be applied to anything you write about. Whether it’s a blog post about the the latest theories concerning the “God Particle” or 3 Tips for Quick Sunday Dinners, they still apply.
1. Everyone Views Content through Selective Attention
A term from neuroscience is “reticular activating system.” RAS has to do with the concept of selective attention, meaning we naturally gravitate toward information or ideas that we are invested in. This is illustrated by what happens amidst the den of jumbled conversations in a crowded room. For some time you process nothing from the conversation outside your immediate sphere until someone mentions your name or something that is meaningful to you. Suddenly, that conversation has our brain’s interest and thus ours.
Think of the internet like a giant network of muddled conversations. Your task is to write about topics and use keywords that raise the RAS factor for visitors. Adults, in particular, are much more interested in content that addresses an immediate problem or need. If you want your social media content to be heard amidst the jumble of competing content, target a specific audience. The more relevant your content is to that group of people, the greater attention it will receive.
2. You Can’t Say it Too Many Ways
Few people assimilate content in only one way. Multiple studies consistently show that people learn best when a variety of methods are used to present the same information. Some people are more visual than auditory. Other are better reached through written information they can analyze.
Regardless of individual differences, all people embrace information best when it is presented on multiples levels. This is why great content is more than text. It is a combination of written (visual) and aural (auditory). Your content will get more attention if you offer people multiple formats by which they can consume it.
3. Everyone is Emotional
No matter what some men may tell you, it isn’t just women who employ their emotions in making decisions. Everyone does to one degree or other. People respond more strongly to content that has some degree of narrative. Emotion doesn’t mean there is no need for logical presentation that follows some sequence of ideas.
Logic without narrative is one dimensional and seldom motivates anyone to invest themselves in what you have to say. People remember and are more likely to share narratives better than a series of facts.
4. People Don’t Have to Know You to Trust Your Content
Social decision-making is a reality more than ever. People do this is by asking questions of their social group. Review sites like Yelp.com (and other review sites) taps into the wisdom of the crowds, to help visitors make better decisions about where to eat and where to shop. In fact, a study by Jupiter Research shows that at least 50% of people consult a blog before making a purchase.
That means people are increasingly making major decisions based on the wisdom of people they have never met and don’t really know. This has major implications for the power of a well written blog. It doesn’t matter what you blog about, all good writing calls for a decision of some kind.