13 easy tips to improve on-page time for your articles and keep readers coming back for more

Many studies indicate that while content marketing has grown leaps and bounds, the struggle for keeping people engaged is still quite real. Brands have increased production of content by as much as 300%, but “Just 5% of that branded content garners 90% of total consumer engagements”, reported a Beckon study. Even more disturbing is the fact that audiences are spending lesser and lesser time on content being created.

With an extensive palette of content for readers to choose from, how can brands create content that stands out, really engages and improve on-page time? Let’s find out:

Improve on-page time for your articles through the Written Word

1. Look to solve customer problems:
   We can significantly improve on-page time by creating pillar content that solves customer queries. Even though this type of content may not be directly related to your product or service, it will see an increase in engagement and the likelihood of your customers coming back. People also actively search for solutions to their problems regularly, which makes this content extremely valuable.
2. Research gives content its edge:
   People always look for content that helps broaden their perspective and also learn specifics of certain topics. Incorporate personal findings, third party studies, industry insights, and the like to help give your content structure and also build substance. A well-researched piece is an evergreen resource that can attract traffic for years to come.
3. Craft an eye-catching and results-driven headline:
   A compelling headline can pique interest, creates a sense of urgency, and lead the reader to consume the rest of your content. By crafting a results-driven headline, we help set reader expectations and get them to invest time in the article to come.
4. Open the topic with an irresistible introduction and set expectations:
   The first few lines set the context and tone of the article for the reader. They should know what to expect from the rest of your post without forming any pre-conceived notions.
5. Get cracking, keep it simple, and use sub-headings for easy content consumption:
   More often than not, the use of fancy words and roundabout narratives deter readers from getting engaged with the content. Ensure your content doesn’t waffle on with the temptation of hitting a magic word count but get straight to the point in lucid language. Using sub-headings to break up the topic into easy to consume morsels of information keeps the reader interested and makes a long article much more comfortable to process.

Engage with Visuals and Videos to improve on-page time

6. Build user experience and context with visuals:
   Visuals increase appeal. However, care should be taken that they are not just used for window dressing. Relevant images help tell a story, add interest, and nudge the reader forward. Choose images and place them in ways that connect, inform, and complement the content in the right ways. Add a caption as most users expect something written under an image that provides more in-depth insight.
7. Support content with infographics, statistics, and process diagrams:
   When we say “a picture says a thousand words,” we are expressing the propensity of an image to convey more since we process images faster and more efficiently than words. Create infographics, process charts, and statistics instead of writing it all down. These pictures are indispensable as they can increase readers’ time-on-page and improve social shares and conversion rates.
8. Create videos that complement the written content:
   Videos can really help users engage with on-page content many folds. And now, with a camera phone, creating video content is easier than ever. Just like the images, we want to use videos to accompany the content in meaningful ways. Start small and keep evaluating what works best with your audience.
9. Promote expertise by creating how-to instructional videos:
   How-to videos are the stars of the internet. Anyone who needs to DIY anything searches for one. So, the next time you have an excellent idea for an instructional article, complement it with a video that is fun and useful.
10. Make Industry update videos and establish thought leadership:
    The landscape for specific industries keeps warping and shifting. This is an opportunity for content marketers to educate and engage users while helping you establish thought leadership in the domain.

Formatting content for quick takeaways

11. Highlight the value in your content:
    Add emphasis to content by using formatting. You can use bold or highlighted text to help skimmers find essential points easily. Italics can highlight a few words or a quote or phrase. Avoid irritating readers by using words in uppercase. Also, avoid using underlines as readers associate this with hyperlinks. Speaking of which, hyperlinks can be another way to draw attention since they are usually coloured differently.
12. “In quoting others, we cite ourselves.” — Julio Cortazar
    The internet is plastered with quotes, and while not all of them are masterpieces or tasteful, they can create some breathing space and elevate articles packed with content. Use quotes that help build some credence to your talking points and develop call-outs to break up the text. Just make sure they do indeed exist before hitting publish.
13. List a quick summary for recall or in case of TL;DR:
    Users appreciate bullet points to provide a quick overview of the article. For people who don’t have a ton of time, this gives them a takeaway without being forced to read the entire article. If they find it useful, some people bookmark and return to read in detail.

In summary, while building content and trying to improve on-page time:

1. Write content that provides unbeatable value to your target audience. This means creating content that solves their problems and answers their questions by being direct and result oriented.
2. Use visuals and videos that complement the written content and elevate the user experience. Be thoughtful while adding images, and never do it just for its sake. Create videos that educate and entertain. Start small and keep evaluating what works best with your audience.
3. Format the content to highlight the value you are providing. Make the content piece easy to scan through and consume by providing useful tips along the way

Ultimately, we want to keep our audience at the centre of content generation. It helps to think from their perspective and how they will consume the content. I hope implementing these steps into your content marketing strategy will genuinely impact your audience, improve on-page time for your articles and keep your readers coming back for more.

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