Content Creators: 12 Tips to Help You Win Over Impatient Readers
Only 17 years ago, in 2000, the average attention span was
recorded at 12 seconds. Now, it sits at less than that of a
goldfish—at around eight seconds.
Is technology to blame for our
decreasing ability to concentrate? Yes, most likely. But we're not simply just
bored... we're also impatient.
Everyone loves a good story but,
online, it's no secret that most of us read only the headlines. So much so,
that eight out of ten of us don't even get past the
first sentence; and, if we do, half of us won't finish reading the content.
So
why don't we scroll down?
Quick and easy access to content
online is something we're all guilty of taking for granted. If we can't have it
all right now, why should we bother, right?
The
volume of information available to us online, combined with the way we consume
content, plays a major role in why we've become impatient readers; having
countless articles, blogs and guides online at our fingerprints has led to
generations of readers who constantly switch between content.
For content creators, in
particular, this new approach to reading has created a new set of challenges.
These
12 tips will help you win over impatient readers
If you're looking for ways to
encourage impatient readers to engage with your content, take a look at these
top tips.
1.
Focus on your headline
Headlines should be
attention-grabbing, but they should also accurately describe what readers can
expect from the content. You don't want to mislead your audience.
Think about the length of your
headline, too; a long one is less likely to entice readers, but a short one may
not offer enough detail.
2.
Keep introductions short, engaging, and on point
If your introduction doesn't
capture your audience's attention, they won't feel inclined to read to the end
of your content. What interesting facts or new knowledge can your readers
expect to learn from reading your content? Use your introduction to show readers
that your content is valuable and thought-provoking.
3.
Ask your readers questions
By asking your readers questions
in your content, you'll not only capture their attention but also encourage
them to keep reading in order to find the answer. Asked correctly, questions
also help readers relate to the content and to you, the writer, spurring them
on to read future content you create.
4.
Include quotes and statistics
Articles that feature quotes from
industry experts and thought leaders will stand out to your readers as more
authoritative than an article based entirely on your own thoughts and opinions.
Statistics also help your copy to become more concrete—more reliable and
credible.
5.
Make your copy easy to read and to digest
Use subheadings, one-sentence
paragraphs, and short sentences to enable readers to scan your content. A
text-heavy article or blog post can be daunting to readers and put them off
from reading the entire article. Try not to overload on information, either;
readers often relate better to snappy content than academic essays!
6.
Embed hyperlinks, but don't overload the article
Linking out in your article will
add credibility to your points, but not when there are too many hyperlinks:
Your readers might be more tempted to click out to a new piece of content than
continue reading yours.
7.
Use relevant images, and do so responsibly—and contemplate your captions!
Engaging with your audience
visually is often considered a solution for capturing attention; sometimes, the
image alone—not the headline—successfully draws the reader in. But if your
readers need visual stimulation, then it's crucial that each image be relevant
and understood in context.
Photos and their captions can
enhance your article; that's true. But, recently, there's been a flurry of
discussion about how images can fuel fake news. With the use of a misleading
caption, or no caption at all, the reader can assume falsehoods based on an
image alone.
Also, if you want to use an image
that isn't yours, make sure you get permission to use it, and credit the owner.
And, most important, make sure
the image is relevant to your article: Don't use an image solely to trick
readers into clicking on your content.
8.
Find a unique style and tone of voice
As a brand or content owner, the
way your articles are written should be unique to you. If you're writing for
consumers, your tone should probably be more informal and light-hearted than if
you're writing to a B2B audience. Make sure the way you write is appropriate
for your readers.
9.
Be social-media-friendly—and mobile-friendly, too
Readers often share instead of
scroll, so consider how your content will be presented across each platform to
entice new readers. Headlines and images are particularly important on social
media, so make sure your content will stand out on your audience's newsfeeds.
And, of course, if your content displays badly on mobile, readers are unlikely
to read to the end.
10.
Make your call to action clear
What is the purpose of your
content? Whether you want your readers to share your content, subscribe to
email updates, or simply like or follow your page, make it clear. Remember, if
you don't ask, you won't get! However, be wary of spamming your audience with
your CTAs: Readers are unlikely to comply if they feel pressured.
11.
Incorporate storytelling
Storytelling is one of the most
effective tactics to help your audience relate to you and your business.
Humanizing a topic and making it more personal will encourage people to read
on: They will feel that they can relate to your topic on an emotional level.
12.
Sometimes, the most interesting content will create more questions than answers
If your headline asks a direct
question and implies that the answer will be found within the article, then
make sure you provide answers—otherwise, you risk frustrating your readers and
putting them off from reading future content. However, by leaving some
questions unanswered, you'll stir a curiosity in your readers and leave them
with something to reflect on.
How
do I keep my audience reading?
Perhaps the solution isn't
necessarily in the format, language, and images used in an article but in the
mindset of the reader. Therefore, it's vital that you—the content
creator—research into your audience and fully understand their interests to
ensure your content will connect with their wants and values.
Of
course, your topic needs to be interesting, newsworthy, or otherwise engaging.
A snappy headline may get the initial clicks, but your readers won't engage
until the end if the information doesn't meet their needs or takes too much
effort to digest.
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