Did you know that 70% of consumers prefer learning about products through content rather than traditional advertising? Crafting effective how-to articles for implementing new strategies is no longer optional for modern marketing—it’s essential. But how do you ensure your articles actually drive results? Let’s explore what data reveals about creating how-to content that converts, and why the conventional wisdom might be leading you astray.
Key Takeaways
- Over 80% of readers only skim online content, so prioritize clear headings and bullet points.
- How-to articles with embedded video content see a 30% increase in time spent on page.
- Including a checklist or downloadable template in your how-to article can increase lead generation by 20%.
Data Point 1: Skimming is the New Reading
A Nielsen Norman Group study revealed that on average, users read only about 20% of the text on a webpage. That means 80% is skipped over. Let that sink in. Your meticulously crafted prose? Largely ignored. We see this all the time. Readers are scanning for answers, not settling in for a novel.
What does this mean for your how-to articles for implementing new strategies? Brevity is your friend. Long, meandering paragraphs are your enemy. Use clear, concise language. Break up text with headings, subheadings, bullet points, and numbered lists. Visuals, like screenshots and diagrams, are also crucial. Think of your article as a roadmap, guiding the reader quickly and efficiently to their destination. I had a client last year who insisted on lengthy introductions for every blog post. Traffic was decent, but engagement was terrible. Once we restructured the content to be more scannable, time on page jumped by 45%.
Data Point 2: Video Engagement is Sky High
Video marketing continues its reign. According to a HubSpot report, 72% of customers would rather learn about a product or service by way of video. Furthermore, how-to articles that incorporate video content see a 30% increase in average time spent on the page. People simply prefer watching to reading, especially when learning something new.
Integrating video doesn’t have to be expensive or complicated. A simple screen recording demonstrating a specific software feature or a short explainer video can make a huge difference. Consider repurposing existing video content or creating short, targeted videos specifically for your how-to articles. Atlanta-based MailChimp—sorry, Intuit Mailchimp—has tons of video tutorials embedded in their help documentation. That’s the gold standard. We’ve found that even a basic video shot on a smartphone is better than no video at all. The key is to provide value and keep it concise.
Data Point 3: Checklists and Templates Drive Conversions
Lead magnets are still effective. Offering a tangible takeaway, like a checklist or template, can significantly boost lead generation. A Statista survey showed that downloadable resources are among the most effective lead magnet types, with conversion rates often exceeding 20%. Why? Because they offer immediate value and simplify the implementation process.
Create a checklist that summarizes the steps outlined in your how-to article. Develop a template that readers can use to apply the strategy to their own business. Offer these resources in exchange for an email address. This not only generates leads but also positions you as a valuable resource and builds trust with your audience. For example, if you’re writing a how-to article on social media scheduling, offer a downloadable content calendar template. If you’re writing about SEO, provide a keyword research checklist. Easy peasy.
Data Point 4: Mobile-First is Non-Negotiable
A recent IAB report states that mobile devices account for nearly 70% of all internet traffic. That means if your how-to articles aren’t optimized for mobile, you’re losing a significant portion of your potential audience. I’m not just talking about responsive design; consider the entire user experience on mobile.
Ensure your website is mobile-friendly, with fast loading times and a clear, easy-to-navigate layout. Use larger font sizes and shorter paragraphs to improve readability on smaller screens. Optimize images for mobile to reduce file sizes and improve loading speeds. Test your articles on different mobile devices to ensure a seamless user experience. We ran into this exact issue at my previous firm. We launched a new campaign with beautifully designed landing pages, but mobile conversion rates were abysmal. Turns out, the pages were loading slowly on mobile devices due to unoptimized images. A quick fix resulted in a 60% increase in mobile conversions.
Challenging the Conventional Wisdom: Forget “Evergreen” Content
The traditional marketing advice is to create “evergreen” content that remains relevant for years to come. This is partially true. A foundational how-to article on, say, email marketing basics will always have some value. However, the digital landscape changes rapidly. What works today may not work tomorrow. A Facebook—sorry, Meta—algorithm update, a new Google Ads feature, or a shift in consumer behavior can render your “evergreen” content obsolete.
Instead of solely focusing on creating content that lasts forever, prioritize creating content that is timely, relevant, and actionable right now. Embrace the fact that some of your content will have a shorter shelf life. Focus on providing immediate value and addressing current challenges. Regularly update your existing content to reflect the latest changes and trends. This approach may require more effort, but it will ultimately lead to better results. After all, who wants to read a “definitive guide” that’s already outdated?
And here’s what nobody tells you: sometimes, controversial content performs better. Don’t be afraid to take a stance, challenge assumptions, or offer a contrarian perspective. As long as your arguments are well-reasoned and supported by data, you’ll attract attention and spark conversation. Remember, boring content gets ignored. (Unless you’re writing about Georgia’s O.C.G.A. Section 34-9-1; then, clear and straightforward wins.)
What’s the ideal length for a how-to article?
There’s no magic number, but aim for clarity and conciseness. Focus on providing value and addressing the reader’s specific needs. Some topics may require more in-depth explanations, while others can be covered in a shorter format. Generally, 1,000-1,500 words is a good starting point.
How often should I update my how-to articles?
It depends on the topic. Articles on rapidly changing topics, like social media marketing, should be updated more frequently (e.g., every 3-6 months). Articles on more stable topics, like basic marketing principles, may only need to be updated annually.
What are some effective ways to promote my how-to articles?
Share them on social media, email them to your subscribers, and submit them to relevant online communities. Consider running paid advertising campaigns to reach a wider audience. Also, don’t forget about SEO; optimize your articles for relevant keywords to improve their search engine rankings.
How can I measure the success of my how-to articles?
Track key metrics like page views, time on page, bounce rate, and conversion rate. Use tools like Google Analytics to monitor these metrics and identify areas for improvement. Also, pay attention to comments and feedback from your readers.
Should I gate my how-to articles behind a paywall?
It depends on your business model and target audience. Gating content can generate revenue, but it can also limit reach and engagement. Consider offering some free how-to articles to attract new readers and then gating more advanced content behind a paywall.
Creating effective how-to articles for implementing new strategies isn’t just about writing well; it’s about understanding how people consume information online. By focusing on scannability, incorporating video, offering valuable downloads, and optimizing for mobile, you can create content that not only attracts readers but also drives results. So, ditch the outdated advice and embrace a data-driven approach. Your bottom line will thank you.
Don’t just write another how-to article. Create a step-by-step guide with a corresponding downloadable template that solves a pressing problem for your audience. That’s how you convert readers into customers. Want to see how it’s done? Check out these case studies that win!
