Kevan Lee Reveals Buffer’s Recipe For Creating Engaging Content

kevan lee buffer

December 24, 2015 • #BiteSize

In the latest episode of #BiteSize, Buffer’s content crafter, Kevan Lee, shares their secret recipe to creating highly engaging content that drives incredible amount of clicks, shares, reads and conversions.

Kevan Lee

Kevan Lee does content at Buffer – writing for their blog, creating email courses, and building resources to help people share to social media easily and efficiently. Say hello anytime on Twitter.

* we apologize for the freeze frame (the audio continues) for a few seconds in between.

Transcript of the Video

We at Buffer do a couple of neat things on our blog. We start with a copywriting formula for introduction, and the formula that we often use is the before-after bridge formula. So, before is what you tell someone, ‘this is what your life is right now’, the after is ‘this is what your life can be like’. Then the bridge is how you can get from here to there.

So that’s what we use for our introduction and what we found to be quite useful to hook people into the article. And once you’re in the article, I like to take the assumption that people love to scan the article. So headings are hugely important. And headings are, in our case, a lot like an outline. So you can be really creative with the headings or almost like additional opportunities to write the headlines within the body of the article.

We do numbered headings whenever possible. So if within a section of the post there are 3 or 4 different points we’re going to make, we’ll number the heading before that section begins so people view that as a listicle within the post or just as a specificity element within the post.

We also like to do heading stacks. We’ll take a H2 heading and put a H3 heading right underneath it. So as you’re scrolling through the article, you get a big picture, the little picture and then the actual text of that section in the paragraph form.

And at the end, we like to wrap it up with a word that signifies the ending. So summary or conclusion and as people scroll through, they might grab that as they hit the bottom. And then end it ultimately with a P.S. at the very end, that’s what tends to get a lot of eyeballs on it.

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