As you know if you’ve been reading this blog, there are many, many types of content. In fact, I just finished writing an e-book that offers over 100 content ideas, and I’m still thinking of more ideas. The ideas just won’t stop.

When you write content, however, you can either “tell” your site visitors something, or you can “show” them something. The same goes for articles. When I judged Andy Beal’s contest, many of the contestants wrote articles that told me facts, whereas other contestants showed me how to do something.

There’s nothing wrong with either form. We need the news that “tell” us facts. We need to know what’s going on in our respective industries. We need to know the latest toys being introduced by Google, Yahoo!, Live, or Ask. We need to know when Google buys out another company. These are all “tell” content or articles.

However, “show” content takes it a step further. This content explains how to do something, such as how to use one of Google’s new toys in a step-by-step fashion.

Some writers tend to adopt one form or the other. For me personally, I use the “show” method. I’m an instructor, so I naturally want to teach or help in everything I do. If I personally can’t show something, the content doesn’t seem right for me.

However, content that show is more difficult to write. You have to delve into the various steps it takes to achieve the results. You also have to decide how much information to give. If you’re a professional Web designer and you’re writing content about one of your specialties, you want to give away enough information to prove you know what you’re doing without giving potential customers too much information so that they can do the work themselves.

How can you turn a “tell” article into a “show” article?

* Give the facts first, listing credible sources. Link to those sources or get quotes.

* Go back and put those facts into action. Show how your audience can put those facts to work on their Web sites.

For example:

Fact: 70 percent of purchases are made by women. (Then we’d list the credible source.)

Put it into action/show:

How can you set up your Web site to target this powerful audience? Rather than listing “those who bought this product also bought,” simply add a feature to include complementary products. Show which other products go with this products. If I purchase a ruby ring, is there a matching ruby necklace and bracelet? I’d be much more apt to buy those products rather than some totally unrelated product because “those who bought this product also bought” it. Accessorize. If I buy a purse, suggest a wallet. If I buy shoes, suggest a purse.

There is a need for content that tells, but don’t forget how much your audience would appreciate content that shows.

Robin 

P.S. The fact above is a fact. More to come on that later.