There are many reasons why we may click on a link: whether it’s a funny photo, captivating headline, great discount, or pertinent information, as users we usually react instantaneously to something eye-catching with a “click” to learn more. In Part One of this recurring series, I’m going to focus on content that teaches something new.

Users will gladly interact with a link that teaches them something new that they are interested in. You may be thinking, “well sure, I can’t help but click on stories or videos about cute animals, celebrities, and ‘watch what happens next’ type links.” These are all strategies for getting users to your site, but what we are focused on today is shaping your content with tone and insight that will help you build an audience and cultivate a loyal following.

So how do we create unique content that demonstrates expertise, and for that reason, is going to interest users? Today I’ll teach you about two great starting points: what you know, and what you don’t know.

Thinking About What To Write

Write What You Know

Writing about a topic you’re well-versed on will come naturally; you’ll deliver tips, strategies, insights that the layman wouldn’t have known before, and in doing so will have given the reader content they can learn from.

For example: I’m a big fan of Neil Simon plays. Did you know that his beloved “Eugene Trilogy” plays debuted with famed actors Matthew Broderick and Jason Alexander as the leads? In this instance, you’ve learned that I have a good working knowledge of Neil Simon, theater, and the entertainment industry. By purporting factually correct information that is interesting, my audience is going to follow my content for its new information and industry insights.

Write What You Don’t Know

You can also write about a topic that you don’t know anything about by writing about your learning experience. We want our audience to learn something new, and it’s great to tell them, “Hey, this was something I was curious about and here’s what I found to share with you.” I can guarantee that if you are genuinely interested in learning more about a topic, there are users out there who share your curiosity.

Writing about your experience learning this new information is honest, informative, and captivating to read — it’s human to want to know something and seek it out. Forging that human connection will help your content stand out.

For example, before I wrote this article I wanted to know more about the college football playoff games between Florida State and Oregon as well as Ohio State and Alabama. A quick search of these told me that Florida State struggled in the second half, with an incredible five turnovers that led to thirty-five points for Oregon on their way to a 59-20 win, while Ohio State was led by its third-string quarterback to defeat Alabama 42-35. Not only did I give you information you may have been wondering about, but I told you how I did it. Often times, the how we find information is just as important as the information itself.

With these two strategies, you can confidently begin to build a content base that reflects the tone you want to set with the intelligent content that is going to help your web presence stand out from the crowd.