{"id":43880,"date":"2013-03-11T13:47:22","date_gmt":"2013-03-11T14:47:22","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=43880"},"modified":"2013-03-11T13:48:10","modified_gmt":"2013-03-11T14:48:10","slug":"hook-and-engage-online-readers","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/hook-and-engage-online-readers\/","title":{"rendered":"The Recipe for Engagement: How To Hook and Engage Your Online Readers"},"content":{"rendered":"

\"\"<\/span>Why are you reading this sentence? And what makes you continue on to the next? <\/em><\/strong><\/p>\n

Is it the title that hooked you?<\/em><\/strong><\/p>\n

Or is it the cascade of words upon phrases, forming sentences – one leading into the other, dragging your eyes across the screen and hooking your interest with every passing line?<\/em><\/strong><\/p>\n

Research indicates that content must engage the reader within 8 seconds before they abandon the page on their way to another site.<\/p>\n

Online readers are impatient, to say the least. So how can corporations use content to keep their website readers engaged<\/em>?<\/p>\n

Content-savvy corporations follow an advertisement technique termed AIDA.<\/p>\n

A \u2013 Attention: <\/strong>Content must first attract the attention<\/em><\/strong> of the customer.<\/p>\n

I \u2013 Interest: <\/strong>Content must then raise customer interest<\/em><\/strong> by presenting the benefits (as opposed to just the features) of the product\/service.<\/strong><\/p>\n

D \u2013 Desire: <\/strong>After attracting attention and piquing the customer\u2019s interest, content must convince customers that they desire<\/em><\/strong> the product\/service – that it will satisfy their needs.<\/strong><\/p>\n

A \u2013 Action: <\/strong>Finally, content must lead the customer to take action. <\/em><\/strong>This step is often forgotten.<\/em><\/p>\n

AIDA is an acronym representing a timeless recipe for the creation of engaging<\/em> and, not to mention, persuasive<\/em> content.<\/p>\n

The AIDA technique is technically attributed to American advertising pioneer, E. St. Elmo Lewis circa 1903. Its roots, however, extend much deeper into the 19th<\/sup> century when Joseph Addison Richards unknowingly used the model in an 1893 business advertisement. C.P. Russel then formally published the concept of AIDA in an article in 1921.<\/p>\n

The fact that the technique came so naturally to several of history\u2019s finest marketing forerunners is proof of its innate persuasive style and natural ability to engage readers.<\/p>\n

Currently, corporations battle Google\u2019s ever-changing algorithms, which are graciously designed to keep quality content at the forefront of online marketing. Despite the confusing and constant flux of keywords, meta descriptions, and links, two things remain constant \u2013 \u2018content is king\u2019 and AIDA works<\/em>. It engages, it persuades, and it sells.<\/p>\n

With the rise in demand for quality content came rededicated interest in the creation of persuasive, selling content that people actually want to read. After all, content must entertain readers who, on average, only give you 8 seconds to catch, maintain, and satisfy their interest.<\/p>\n

Below are several techniques that adhere to the AIDA concept.\u00a0 Use them to engage readers, persuade readers, and ultimately sell your products and services.<\/p>\n

ATTENTION<\/strong><\/p>\n