Confused Content - Ronn Torossian on how to write good content

Ronn Torossian reveals 3 reasons no one read your post and explains how to change that

Ronn Torossian is the founder and CEO of 5W Public Relations and a noted PR guru with offices in NYC and Los Angeles.

You worked hard, researched well and edited pristinely. In fact, you checked that baby twice and were CERTAIN it was an epic entry into the web pantheon of excellent blogdom. Five minutes after you post it, you click over eagerly. One snarky comment from your brother or your college roommate. Otherwise, bupkis.

No worries, you think, it’s only been a couple minutes. I’ll come back. An hour later you click over and still nothing. In fact, you think you may have seen a tumbleweed bounce across the screen. What gives! That was some seriously awesome content!

Well, here are four reasons why no one read your post…and how you can keep that from happening again.

#1 – Wrong Timing

Confused Content - Ronn Torossian on how to write good content
Chances are, if the entire population of the Interwebs is jawing about one particular topic, and you bust out with mad wisdom regarding something totally unrelated, you will hear nothing but a great sucking sound where your clicks should be. There may be nothing inherently wrong with your piece, but – and hopefully this is not news to you – the web is search-based. People are looking for what they are looking for. Step one in getting clicks and reads and buy-ins is this: “Know what people are looking for.” Even Ronn Torossian cannot write you a stellar enough release to overcome no initial interest. So do your homework. Find out what people are after, grab a niche to dominate and get posting, my friends.

#2 – Bad headline

Search engine results give you a headline and not much else. If your headline doesn’t stand out, you will get stepped over. Think about it. We’ve all done it. You see a list of search results and breeze right by a couple looking for the one that grabs you the most. Guess what, intrepid Internet entrepreneur, everyone else is doing that too. Seriously. Everyone. So give the masses what they want – attention-grabbing headlines. Then, once you have their attention, deliver the good and get them hooked on the content you bring to the table. Speaking of content…

#3 – Confused content

Confused Content - Ronn Torossian on how to write good content

Double facepalm inducing frustration. That’s the only way to politely describe the feeling you get when you land on a page and it is NOTHING like what you expected. The headline doesn’t match the content and…even worse…the content doesn’t seem to match the content. The points don’t correlate and the logic (if there is any) doesn’t flow. Worse, you can’t apply any of it. And this last is key. To be good, your content must be useful. You need to give people something they can use right now. After all, they put a certain series of words in a search engine LOOKING for something specific. They NEED your help…give it to them already. Stick with relevant, actionable content. Don’t get cute.

And, if your content is hyper specific, do your reader a favor. Link to other more general stories or content related to that topic. That way, they can read your content and see if, perhaps, there is more information to help them with their specific issue elsewhere.

Internet marketing may be a science, but it is not rocket surgery. Give good out and you will get good back. Fail to do so and you risk crickets.


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.