It doesn’t matter how important or useful your content is; if readers aren’t captured by the way your post looks, they won’t read it. The amount of work that goes into your dealership’s content creation shouldn’t be wasted as part of your social marketing plan, and that’s why thoughtfully designing your content is imperative to boosting your readership and expanding your reach.
Getting content and design to work together in harmony isn’t hard, but it takes a knowledge base of what consumers look for and value when site browsing. Strong design of your helpful content grabs consumer attention, provides an overview of your post, makes for an easy read, and is what brings a website to life. Here are five ways to better position your dealership as an industry leader with your content and design.
Like it or not, many of your readers aren’t going to read your writing word for word. An effective technique to grab the attention of readers is to use subheads. Subheads capture attention and then keep readers engaged throughout your article. A subhead can feel like a mini-headline, preparing the reader for what lies ahead in the next section, while also ensuring your content remains organized throughout. Make sure your subheads are intriguing, but not over-exaggerated. You wouldn’t want to lose your credibility by using a subhead that sounds good but doesn’t convey the theme or idea of the next section.
Lists work for readers because they mesh well with the natural way our brains work. Everyone has two sides of the brain, and each part is responsible for controlling a specific way of thinking. The left brain is analytical and prefers a step-by-step approach (i.e. lists), while the right brain prefers to see the overview first and process details later.
Many social media users want to know exactly what they’re in for, and lists cater specifically to that need. In addition, describing a blog or article in narrative form to someone who hasn’t read it is not always the easiest. Lists are much easier to remember and discuss, and because of this, they will be shared more often.
Your content must include external links if you use other sources in your writing. That alone demonstrates that you’ve researched the topic and want to credit other experts. But if your dealership really wants to promote its own content, internal links will keep people reading your original material. Internal links lead back to your own site and help expand readers’ understanding of topics you cover.
Utilizing various formatting tools can add emphasis to your content. Be wary of liberally formatting everything, as this would be the same as not formatting at all. Instead, strategically emphasize the key points so the reader can quickly pick them out. Formatting includes bolding, underlining, italicizing, and capitalization. This is an effective method for pointing your readers to the most important content in your posts. With effective formatting, readers should be able to grab a few main points with one quick glance and decide if it’s the kind of content they are willing to read.
Bright Local found that 60% of consumers are more willing to consider local search results that include images, and 23% are more likely to contact a business showcasing an image. Even if you don’t choose the right picture, images spark curiosity among readers—enough to make them read the article.
A visual symbol of your content will give readers a more dynamic preview of your post rather than simply using a plain-text update. Images are more likely to stick with your readers, and using them is important in establishing your brand as a content marketing leader.
Dealerships have an opportunity to build brand loyalty and engage consumers on a deeper level through the thoughtful design of their content. Knowing how to design content will help dealerships gain the attention of their market and engage readers, turning prospective buyers into customers.