The simple answer to that question is because it bores the pants off them.
Harsh words, but very true.
Yes, you may well have spent hours labouring over your article. I’m sure it is incredibly well researched and has been proofread within an inch of its life, but that still doesn’t mean it’s interesting.
Before you launch headlong into a writing frenzy, it’s important you stop and think about whom you are writing for – and I don’t mean your company.
Your articles are worth nothing if people (and by people I mean your audience) aren’t interested in reading them.
The biggest mistake many marketers make is to write about stuff they find interesting, ignoring the needs of their readers.
Relevancy is vital in content marketing, which is why it’s essential you take the time to think about your audience and the type of information they will find useful.
The next biggest mistake(s) is how they write their articles.
Make your content understandable
What do I mean when I say ‘understandable’?
I’m not necessarily talking about the complexity of subject matter (although if you try and write about something too advanced for your audience they won’t read it), but rather how you write.
If something looks boring, long-winded or confusing, no one is even going to attempt to read it. That’s why your article must look inviting and here’s how you can achieve that.
- Break it up
No one likes to be faced with a great swathe of text that goes on and on and on without a break.
Writing using short sentences and paragraphs will break up your ideas into manageable chunks of content. Using subheadings to highlight the main point of each section will allow your readers to skip to the most relevant parts for them, as well as giving them an instant overview of what your article is about.
- Be logical
Each article you write should give a summary of the main points at the start.
Because then your reader will understand what they are about to learn. This introduction should then be followed by a logical progression of points and or tips.
Make sure it flows well – if you’re not sure, get someone else to read it for you before publishing.
- Illustrate your ideas
I’m not talking about images here (although some well-placed images and graphics will aid your readers’ understanding) but rather the use of examples.
If you’re talking about something quite complex, you’ll make your ideas far more understandable by using relevant examples that highlight the points you’re making. These could be drawn from real life, current affairs, or examples from your own business.
- No jargon
Every industry has its own internal jargon; the trick is to make sure you don’t use it in your article writing.
Although you and your colleagues understand them, your readers won’t. Make sure you explain terms clearly if you have to use them, or better still, find a layman’s way of saying things.
The key to understanding is simplicity in thoughts, words and structure.
Some people think that keeping their writing simple is dumbing down their idea; something their audience will find offensive.
It doesn’t matter how educated your audience is; they want simple ideas that are quick to assimilate into their everyday life.