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I’m a professional skimmer–and a believer that if the subject is REALLY important, then-and only then-it’ll be read. (I’ll read about how to better my business online, but will skim the Top 10 Strangest Lego Creations.) However, it’s important to use content for search optimization (SEO), so it shouldn’t be eliminated. In fact, there are a few ways you can make both (your readers and the search engines) happy.

1. Headline the important stuff. None of those ambiguous headlines, either. Plug in your keywords and make it start working for you.

2. Directly address your audience. If your prospect is Sarah Palin, mom of 5: make sure that’s obvious. Of course, if your prospect is Sarah Palin, republican VP runmate for 2008, that’s quite a different audience. Use direct language to specify your voice (rather than the general “women” (or whoever) blanket).

3. Link to supporting content. If I were blogging today about great web designers or a rockstar advertising agency, I’d make sure you had a place to get more information.

4. Include expert opinions, cite and link to them. I’m continuously looking for new ways to further develop my social media business strategies for clients. I use resources, such as Chris Brogan, and build on their information with my own research and thoughts. Seeding my thought there requires some citation, so sending the link love that way is not only appropriate, but provides a frame of reference.

5. Be concise. I’ve said it before, but I’ll (ironically) say it again. That’s all I’ll say about it, to be concise of course.

The most successful blogs include at least one really good graphic representation of their concept. Often, it’s humorous to compliment the headline; sometimes it’s simply an easier way to communicate the information. After all, your content is only as effective as it’s communicated.

Products and services are sometimes best illustrated with timelines, symbols, or flow charts. This might be pretty obvious, but you might be surprised at how much time people spend explaining ideas through text when a simple illustration might do.

There are 3 things I want you to put major consideration on when creating your illustrated idea:

1. Message: text that appeals to the reader only (concept specific)
2. Graphic Appeal: clean, familiar graphics are usually best (why I used a Venn Diagram)
3. Marketing Motive: usually a call to action (ex: “buy” “apply” “sign up”)

In all online marketing, there is an overlying theme: It’s not about you or your product. It’s about your user/prospect/client. Forget that and you will fail.