Creating blog content can be akin to swinging for a pinata and hoping you land on one.
There is no overarching strategy to the content creation process. You are simply hoping blindly that if you strike hard and fast enough, you will strike gold (or sweets, as it were).
However, brands that do so run a significant risk of missing the pinata entirely. And disappearing into the thorny bush adjacent to it.
The thing is, effective blog content is largely dependent on effective copy. And copywriting is a synthesis of science and art… which can be analyzed to ensure it is as strong as possible from all angles.
Often, brands become overly technical and overlook all the golden elements that contribute to the value, readability, and ultimately relatability of a great blog post.
And dreadful blog copy is simply a disgrace.
That is why I developed a proprietary methodology dubbed The 13 Lenses, which analyzes blog copy and content using 13 magnifying glasses and assists you in determining how to create content that performs.
That are not oblivious to a trick. And optimize the copy at each stage of your funnel.
One could say that the image is sharply focused.
WHAT IS THE POINT OF THE 13 LENSES OF HOW TO CREATE OPTIMALLY POWERFUL CONTENT?
The concept is that you can use the 13 Lenses to evaluate the potential effectiveness of any piece of copy or content.
This results in copy that is strategy-driven and optimizes content from every angle.
Copywriting is an artful synthesis of full-funnel marketing, sales psychology, creativity, and industry best practices. And, lest we forget, various platforms have a plethora of algorithms and requirements.
With the 13 Lenses, every aspect of your copy is considered.
In this case, I’ll walk you through the process of using the 13 Lenses to create a killer blog post. This process will ensure that each blog post you create is optimized for maximum power.
If you will, consider this blog post to be a superhero.
Let us begin.
THE LENS OF THE GOLDFISH
Your customers’ attention spans are comparable to those of goldfish.
I recognize that this is a harsh statement, but it is accurate.
Frequently, brands make the error of droning on with lengthy, chunky paragraphs that lose their audience after a few sentences. Alternatively, or even at first glance.
Consider the following questions as you analyze a blog post (or prepare to write one)
- Are the paragraphs brief and evenly spaced in length? The rule to follow is no more than three or four sentences per paragraph.
- Are the sentences succinct? One thought per sentence is ideal to avoid rambling. Additionally, mix it up. As such.
- Is the content easily skimmed and scanned due to the use of subheadings and/or bullet points?
- You should be able to respond affirmatively to all three of these questions.
WHY DOES THEIR CONTENT SUCCESS?
- Each sentence contains a single distinct thought, which prevents the reader from being overwhelmed by jumping thoughts and lengthy text.
- There is a natural, easy-to-follow flow, with a heavy emphasis on concise one-sentence paragraphs.
- It is EASY TO READ – there are no cryptic words or showy language that requires the reader to consult a dictionary.
- Bear in mind that you have approximately six seconds to capture their attention. And maintain it. Therefore, keep it choppy.
And speaking of maintaining their interest…