The F Word (And Why Your Content Needs More F’s)

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight lines on the internet. They don’t go from left to right, reading every single word in the line before going down to the next line. Instead, we read in a distinct ‘F’ pattern – and you should be using that to design your website and its content.  

What Is The ‘F‘ Pattern?

  To sum it up, the ‘F’ pattern is the most common eye scanning pattern of people reading blocks of content online. To go a bit deeper (because you didn’t come here for summaries), it’s how your users read your content. In just a few seconds, their eyes whizz across your content in a distinct F pattern. We know this because there have been studies done using heat mapping, which shows us exactly where readers eyes go, and how long they stay there. Honestly, it’s pretty cool. It’s made up of 3 components:  
  • Users read in a horizontal movement first across the upper part of the content area. This forms the top bar of the F.
 
  • Next, they scan in a vertical line down the left-hand side of the screen, looking for headings and points of interest in the paragraphs initial few sentences. When they find something they like they read across in a second horizontal movement, typically covering a shorter area than the previous one. This is the second, lower bar of the F.
 
  • Finally, the users scan the content’s left side in another vertical movement and scan across the full lines when they find something interesting, in smaller, off shooting F’s.
  For more visual people, it looks like this:     It’s pretty much the ‘go to’ layout choice for text-heavy websites, like blogs and news sites. So if any of your pages are a bit text heavy, then the F pattern is perfect. It’s also the most comfortable layout for Western readers, who have been reading top to bottom, left to right their entire lives.  

How To Use The F Pattern In Your Content

Prioritize Your Content – When you’re creating a page or post, pick out your 3 most important pieces of information, and make sure they fit into that reading line. Once you’ve identified what you consider important and what your users will be most interested in, it’s simply a matter of making sure they hit those ‘hot spots’.   Set Initial Expectations – Your first two paragraphs are the most important – so get your key messages at the top. On pages, make sure your important content is at the top of the page, level with the navigation bar if you can. From there, use the F pattern to place your sub headings and other important areas.   Design For Scanning, Not Reading – Too many people write content assuming they’re going to be read word for word. With so many pressures on our time, people tend to speed read most things, which is code for scanning. So rather than hope you’re the exception, design your pages and content for scanning. Start your paragraphs with enticing keywords to catch the attention of time poor readers. Cover only one idea per paragraph, and use bullet points regularly. Make your content as easy to san as possible.   Utilise Your Side Bar – Sidebars exist to get users involved on a deeper level. So use it! Feature anything you want users to see in this side bar – such as a list of ‘related articles’, a search function to help people find specific things, or a social media widget.   And there you have it. If you want more engagement, you need more F’s. And if you’re not sure how to structure your content to fit that pattern, then call someone who does. At Eleven Eight, we specialise in helping businesses create compelling and engaging content, which means we know a little something about reader psychology! To find out more, just get in touch with us, or book a consultation here.   Oh, and it wouldn’t hurt to drop a few ‘F’ bombs in your content when they’re needed too!

Let’s Talk About ‘And’…

More specifically, let’s talk about how our whole view towards this innocent little word has been completely skewed by the school system, and how we can set this right. You see, today (March 4th), is National Grammar Day. So I would be remiss if I didn’t use it to...

6 Reasons You Should Hire A Copywriter This Year

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How To Get Your Blog Ranking On Google

How To Get Your Blog Ranking On Google

Google, google, google. There isn’t a day goes by where we aren’t reading something about Google. How to get your website to page 1 is the main one, since occupying that coveted page 1 spot will gain you more clients, more exposure and ultimately, more success. And posting regular content in the form of blogs is a great, low-cost way of getting you there. But it isn’t just as simple as posting some stuff and hoping for the best. So to help you out, we’ve got four ways you can improve your blogs and get them to page 1.  

Do Your Research

  Anyone who’s done even a little research will know that Google still likes keywords. And why wouldn’t it? It’s one of the most important signposts Google uses to identify what content should feature in search results. But the most common mistake people make is filling their content with the wrong keywords. Instead of using the keywords you want to be found for, instead look at what people are actually searching for. That might sound like the same thing, but actually, they’re completely different. Use a keyword research tool (Like Google’s keyword planner or SEO Book’s Keyword Tool) and figure out what people are typing into Google to find you. It’s a little bit of effort, yes, but it means that your content will actually start showing up in search results – which is the whole point, right?  

Produce Good Quality Content

  When it comes to blogging, it’s not about quantity; it’s about quality. I often come across business owners who want to write a post every single week and make sure it’s splashed everywhere. And that’s great. But the odds are that you won’t get high-quality content churned out in that time frame. So instead of trying to get loads of content out there, focus on producing just a few pieces of high-quality content a month. If you’re not sure what constitutes ‘high-quality’, here are 5 elements to remember:  
  • Audience focused
  • Trustworthy
  • An authority
  • Offer substantial value
  • Quality control measures
  What all of that means is that you should be writing good content that your audience actually wants, not being so focussed on stuffing it full of the right key words that you forget people will actually read it. When you’re writing your blog, forget about SEO. Seriously. Don’t worry about algorithms and key words – even though I know that goes against the paragraph above. Instead, write something engaging, interesting and useful to people, and your content will be much more successful. Don’t publish a bunch of shallow, you-focussed content that doesn’t serve anyone.  

Mix It Up

  Google is constantly changing its algorithms in tiny ways – always tweaking and improving something. And so should you. More specifically, don’t just write the same length of content, on the same topics over and over again. Variety is the spice of life after all. So create some posts that are just 400 words long – a nice quick read. Make some your average 600-700 word, easy reading posts. And then include some of the meatier, dig-in-deep posts too. This is where a lot of businesses fall down. If you look at studies carried out on Google’s search results, you’ll find that the average first page post is almost 2,000 words long. This is known as ‘cornerstone’ content, and is just as important to your rankings as your regular, shorter pieces.  

Don’t Forget The Extras

  Going back to keywords. Your content isn’t the only place you should be including them. When you upload your blog posts, you will be asked to fill in a whole bunch of metadata. And you should be including your keywords here. The most important places to use your keywords include:  
  • Your title
  • Your URL (which you can customise)
  • Your headings (which are throughout the text)
  • Your alt image tags and image captions
  As well as throughout your content. Google ranks your page based on the entire content of the page, not just on the bits visible to readers. So don’t neglect it.   If you don’t know how to do any of this, then don’t worry – you’re not alone. SEO is a complicated business, and frankly, even we don’t know everything there is to know about it. That’s why there are SEO gurus. But we do know how to get blogs to rank well, and use them as a tool to boost your rankings. If you’d like to know how to do that, you can book one of our 90-minute crash course sessions, or get in touch for a consultation. Can’t wait to hear from you!

Let’s Talk About ‘And’…

More specifically, let’s talk about how our whole view towards this innocent little word has been completely skewed by the school system, and how we can set this right. You see, today (March 4th), is National Grammar Day. So I would be remiss if I didn’t use it to...

6 Reasons You Should Hire A Copywriter This Year

Truth time. Was creating content on your to-do list for 2018? If it was, how much of it did you actually manage? Did you start that company blog and keep it going? Refresh that website, or write that fantastic e-book that’s in...

What Is PAS, And Why Do You Need It In Your Copy?

Copywriting isn’t a paint-by-numbers process (sorry folks!). There is no secret formula for you to follow to produce magical, compelling copy just by filling in the blanks. But that doesn’t mean there aren’t formula’s out there that can help you. To give you a...

What Is Cornerstone Content (And Why Does It Matter)?

Imagine for a second that a really important visitor has arrived on your website. And I mean REALLY important – someone who could mean the difference between success and failure for your business. But this person has no idea what you do, and no time to go poking...

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
4 Benefits To Story Driven Marketing

4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story in the space of 1 minute. Something compelling and charming that connects the viewer with the advert from the first few seconds. And guess what? John Lewis’s sales soar after those ad’s air. There’s not any question about it anymore – if you want to make your brand stand out, you need to be telling stories. But in case that wasn’t enough of a reason (and hey, it might not be), I’ve pulled together a few more you for,  

Why We Crave Stories

  Here’s a nice, juicy reason to indulge in your fantastical side now and then. Our brains are hard-wired to respond to and crave stories. Seriously. Various neurological studies have proven that our brains are far more engaged by storytelling than cold, hard facts. That’s because when we read straight data, only the language parts of our brains are activated, working to decode the meaning behind it. But what scientists have come to realize in the last few years is that narratives activate many other parts of our brains as well, suggesting why the experience of reading can feel so alive. Words like “lavender,” “cinnamon” and “soap,” for example, elicit a response not only from the language-processing areas of our brains but also those devoted to dealing with smells. So when we read a story, it’s not just the language centre of our brain that lights up – all of the other areas of the brain that we would use if we were actually experiencing the events light up too. When we read stories, they imprint themselves on us, meaning they are easier to remember in the future.   As well as being hard-wired to respond to them, our brains are creating their own stories all the time, to fill in the gaps. We spend around a third of our lives daydreaming – our minds constantly looking for distractions. The only time we stop flitting from daydream to daydream is when we have a good story in front of us. So if you want to capture the full attention of your customers, the best way to do it is to give them that story

Show Off Your Personality

In an age where ‘people buy people’, giving your brand a personality is everything. While you may be able to do that in your everyday marketing to some extent, there is nothing like telling a story to shine a light on your brand voice. Your stories could be created by your brand, following your brand voice, or they could be created by your customers – who will share similar values and reinforce your brand personality at every stage. Some businesses we’ve met are worried about letting their personalities come through – but think about that for a second. If your brand ha no personality, then what sets it apart from the rest of the marketplace? What is there to attract customers to you, and not someone else? Never be afraid of putting your personality into your marketing. Tell customers a story, and make sure they hear it in your voice.  

 Push Your Brand Front And Centre 

  Some time ago the CEO of Jeep UK (Damien Dally) commented on story telling. “Storytelling in the automotive industry has been key in marketing campaigns for some time, especially since the advent of interactive/social media. This can be something metaphoric, yet simple, like a journey, to something more in-depth, with use of roles and a plot for the more adventurous. Portraying your brand as the protagonist, in either case, is essential.” In other words, storytelling is what links the brand with the story’s values. So whatever story you’re telling, your brand will be intrinsically linked to that message. You could use this to subtly position yourself above the competition, or as the maverick champion of the customer’s values. It’s about standing out, without being complicated about it.  

 Hit The Emotions

  Successful stories are successful for just one reason. They make us feel something. Even after we’ve finished reading or hearing them, they have a way of bringing back those feelings when we think about them. Storytelling is the best way to hit an emotional chord with your customers, so get tucked in for Storytime! But one caveat – make sure the stories you’re telling are real, at least for the most part. The last thing you want is to be caught in a fairy-tale lie because you wanted to pull on the old heartstrings. Your customers will see right through it and think less of you for it.  

 Get Them Hooked

  If there is one thing the human brain can’t resist, it’s a cliff-hanger. We desperately crave closure, and we always want to know how something ends before we can move on. So it’s really simple – tell them a story that never ends. Use every part of your marketing to keep the story going, and you will keep people’s attention along the way. Always leave them wanting more. And FYI, ‘more’ can manifest itself in any way you can imagine, so switch it up. Don’t let your method become stale and detract from your story. Use a variety of methods to tell your story, and push it out onto as many platforms as possible.   At Eleven Eight, we specialise in putting the personality back into your business copy. Through blogs, white papers and even your web copy, we can highlight your brand voice and attract more readers to your website. All you’ve got to do is seal the deal! If you want to know more, come find me in my office, or drop me a line for a chat.

Let’s Talk About ‘And’…

More specifically, let’s talk about how our whole view towards this innocent little word has been completely skewed by the school system, and how we can set this right. You see, today (March 4th), is National Grammar Day. So I would be remiss if I didn’t use it to...

6 Reasons You Should Hire A Copywriter This Year

Truth time. Was creating content on your to-do list for 2018? If it was, how much of it did you actually manage? Did you start that company blog and keep it going? Refresh that website, or write that fantastic e-book that’s in...

What Is PAS, And Why Do You Need It In Your Copy?

Copywriting isn’t a paint-by-numbers process (sorry folks!). There is no secret formula for you to follow to produce magical, compelling copy just by filling in the blanks. But that doesn’t mean there aren’t formula’s out there that can help you. To give you a...

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Imagine for a second that a really important visitor has arrived on your website. And I mean REALLY important – someone who could mean the difference between success and failure for your business. But this person has no idea what you do, and no time to go poking...

7 Reasons Your Business Should Be Blogging

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Which Hogwarts House Does Your Content Belong To?

Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up with Harry, Ron and Hermione, and even now as an adult, 20 years on, the world of wizardry holds a special place in my heart. And it was while I was re-reading one of these books that it struck me – J.K.Rowling created a schooling system with 4 houses, sorting children based on their most prominent qualities. Those house values are all grounded in reality, and create the framework for a selection of compelling and contrasting characters, each with their own appeal. And for many content marketers, their approach to content will fall into similar categories. So the question is, which House does your content belong to, and which House would you choose to be in?  

Gryffindor – The Brave

“You might belong in Gryffindor, where dwell the brave at heart. Their daring, nerve and chivalry set Gryffindors apart”

Let’s start with the ‘star’ house of the series. The three stars of the show all belonged in Gryffindor, thanks to their courage, spirit and bravery in everything they do. No Gryffindor is afraid of a challenge, and will try anything at least once. For the marketing world, that means you need to be willing to try new things. Don’t just stick to the same one or two marketing strategies you always have. Instead, face your fears and delve into the unknown. That could be trying out a new platform, posting new types of content or even hitting the ‘send’ button on an experimental new campaign. Be a beacon for the bold, the bright and the adventure-loving, and they will come to you.  

Hufflepuff – The Empathetic 

 

“You might belong in Hufflepuff, where they are just and loyal. Those patient Hufflepuffs are true and unafraid of toil”

Hufflepuffs might be the butt of many jokes, but their values are something everyone should aspire to, regardless of if you’re in marketing or not. Hufflepuff house is all about hard work, loyalty and trustworthiness. Which is exactly what you want out of a brand. If you lean towards Hufflepuff, your content marketing will be naturally focussed on honesty, integrity and crafting a genuine connection with your readers. Empathy is an amazing quality, and true Hufflepuff marketers can understand their customer’s pain points and offer real solutions that appeal to their emotions.  

Ravenclaw – The Clever

 

“Or yet in wise old Ravenclaw if you’ve a ready mind. Where those of wit and learning will always find their kind”

I’ll put my hand up here, I’m definitely a Ravenclaw girl – academic through and through. To even get into the Ravenclaw common room, students have to answer a complex logic riddle – something like: ‘What came first, the phoenix or the flame?’ The answer of course is that a circle has no beginning. Ravenclaw marketers are all about data, statistics and analytics. To embrace the Ravenclaw, you need to produce content that is well researched, logically sound and compelling. Research your competitors, see what they do, and use that data to do better. Not only that, but you will need a strategy for promoting it and a way to analyse and measure its effectiveness so that you can improve for next time. When you think about it, it’s no wonder that the Ravenclaws of the marketing world nearly all end up being strategists!  

Slytherin –   The Ambitious

 

“Or perhaps in Slytherin you’ll make your real friends. Those cunning folks use any means to achieve their ends”

And finally, Slytherin. The house in general has gotten a pretty bad rap, mainly due to spawning so many evil witches and wizards, including the infamous Voldemort himself. However, there is nothing about the inherent values of Slytherin house that’s evil. They are cunning and resourceful, with big dreams and a willingness to break the rules to make them happen. While you shouldn’t go breaking any actual laws, good marketers should never be afraid to colour outside the lines when it comes to their content. Try something that’s never been tried before, do that thing you’re ‘never supposed to do’, and never EVER settle for ‘good enough’. Instead, always strive to be better, and inspire your customers to do the same.   Of course, as a copywriter, I need to not only understand, but write in all of these styles. After all, it’s my job to help you figure out which house you’re in, and then write fab content for you to reflect that. If you’d like to find out more, then just drop me a line and we can have a chat. If you quote this blog, I’ll even bring you some Harry Potter themes biscuits!

Let’s Talk About ‘And’…

More specifically, let’s talk about how our whole view towards this innocent little word has been completely skewed by the school system, and how we can set this right. You see, today (March 4th), is National Grammar Day. So I would be remiss if I didn’t use it to...

6 Reasons You Should Hire A Copywriter This Year

Truth time. Was creating content on your to-do list for 2018? If it was, how much of it did you actually manage? Did you start that company blog and keep it going? Refresh that website, or write that fantastic e-book that’s in...

What Is PAS, And Why Do You Need It In Your Copy?

Copywriting isn’t a paint-by-numbers process (sorry folks!). There is no secret formula for you to follow to produce magical, compelling copy just by filling in the blanks. But that doesn’t mean there aren’t formula’s out there that can help you. To give you a...

What Is Cornerstone Content (And Why Does It Matter)?

Imagine for a second that a really important visitor has arrived on your website. And I mean REALLY important – someone who could mean the difference between success and failure for your business. But this person has no idea what you do, and no time to go poking...

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
How Tendinopathy Improved My Writing

How Tendinopathy Improved My Writing

Strap in kids, this one gets a bit personal.

Around 6 months ago, I felt the first twinge in my right wrist. It was while I was at the gym, in the middle of a bench press, so I figured I had just overextended things a bit. I let up on the weight, and by the next day it was back to normal.

Fast forward 3 months, and I was experiencing sharp, shooting pains in my right hand at almost every movement. It came on quite suddenly, and rocketed fro, mild inconvenience to tear inducing pain in a matter of days, leaving me almost completely unable to actually use my right hand for anything.

Which as a copywriter who relies on her hands to do her job, was a very bad thing.

After I fought down the pure panic that I had developed rapid onset RSI, I dragged myself to a doctor. A few specialist visits and many tests later, I was diagnosed with tendinopathy – the tearing and inflammation of the tendons along the back of my hand and leading into my fingers, due to a combination of my 2 favourite things – typing and lifting weights. With the right treatment, it can be dealt with, but I will be prone to flair ups for the rest of my life. For a while, this felt like a hugely bad thing – a cloud hanging over the things I loved in life.

But actually, I’ve found it to be hugely beneficial. For one, it’s made me realise just how fragile our bodies are, and how much we take for granted simple things like being able to carry a shopping bag or fire off a quick email. It’s helped me adjust how I exercise to be safer, and more effective along the way. And it’s massively improved my writing. Since typing was such a big source of the injury, I was told I needed to adjust the way I work to avoid making it all worse. So I did 2 things – I bought myself an ergonomic keyboard, and I started playing around with voice to text software.

The keyboard has made much more of a difference than you’d think. Not only is it much more comfortable for me to write, but it’s forced me to re-learn how to type, since with that big hole in the middle (I’ll put a picture here so you can see what I mean), all the keys are in difference places. This in turn proved to me that I do indeed type like my father (with one finger on either hand, and quite hard). But now, I’m being forced to use all of my fingers to type, which is slowing me down while I learn. Sure, this means I can’t get as much done in a day, but that extra time means I can really think about what I’m saying in a way that I sometimes don’t when the words are flying out at lightning speed to try and keep up with my brain. In turn, my arguments are more considered, the words I choose fitting together more naturally the first time around (instead of in editing), and my own awareness of the processes I go through has heightened. I’m also much more conscious that I keep hitting the wrong keys at the moment, which has halved my proof reading time since I’m paying more attention to what’s going on the page the first time around.

The voice to text is a bit more interesting. I’ve only been using it on days when the pain is particularly bad, but it’s made an interesting difference. You see, as a writer I tend to flit around a lot. I’ll write one paragraph, then skip ahead and write a whole new section, before skipping around again and then linking them all together at the end and polish out any bits that don’t quite fit. It’s just how my brain works, and it’s worked perfectly well throughout my entire career. And when you’re typing, that’s easy to do. But when you’re dictating, it’s suddenly much more difficult, and everything often ends up in a muddle. So I’ve been forced to start thinking in straight lines, which is not something I’m used to in any area of my life. I bounce around as the inspiration and information comes to me, but having to know what I’m going to say in the exact next section is a relatively new experience for me. This in turn has led to improved writing, even if I can’t quite put my finger on why it’s better.

While it’s not like taking a course or reading a book, my journey through tendinopathy has certainly made some positive changes in the way I work. Just by being forced to re-evaluate how I do things, I’ve been able to improve a number of processes. Things I didn’t even realise were inefficient are suddenly glaringly obvious, and I’ve been able to take all of those positive changes and pass the benefits on to my clients. So yeah, I’d rather not have such a disabling condition in my hand, and living with the reoccurrences is going to suck, but would I go back and stop it happening.

Absolutely not.

Let’s Talk About ‘And’…

More specifically, let’s talk about how our whole view towards this innocent little word has been completely skewed by the school system, and how we can set this right. You see, today (March 4th), is National Grammar Day. So I would be remiss if I didn’t use it to...

6 Reasons You Should Hire A Copywriter This Year

Truth time. Was creating content on your to-do list for 2018? If it was, how much of it did you actually manage? Did you start that company blog and keep it going? Refresh that website, or write that fantastic e-book that’s in...

What Is PAS, And Why Do You Need It In Your Copy?

Copywriting isn’t a paint-by-numbers process (sorry folks!). There is no secret formula for you to follow to produce magical, compelling copy just by filling in the blanks. But that doesn’t mean there aren’t formula’s out there that can help you. To give you a...

What Is Cornerstone Content (And Why Does It Matter)?

Imagine for a second that a really important visitor has arrived on your website. And I mean REALLY important – someone who could mean the difference between success and failure for your business. But this person has no idea what you do, and no time to go poking...

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...