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If only writing is as easy as being cute when you lack height writing short articles will be a trouble-free quest.
The trend these days is to create short but crisp content. The latest buzz says that the audience (this can be your customer or client, lead, or online visitor) does not prefer lengthy compositions or in-depth content to know about a product or service.
There was a study in 2006 by Nielsen Norman Group on online visitors who do not read everything on the internet. This pattern was discussed in the training I had, that visitors read in the ‘F’ pattern when they land on a page. Initially, your introduction, a little of the body of your article, and the list of important details are what matters.
The Nielsen Norman Group released an article after eleven years explaining more about the F-shape pattern of reading. The content analyzed how the said reading pattern was misunderstood and explained that people scan in the F-shape manner because there are no bullets, subheadings, or bold headlines but chunks of texts. The other two reasons are people try to be efficient or are not just interested in what is offered.
There are also other possible scanning patterns discussed in the content. But I digress.
So how are you going to do it – write short written content that has everything your audience needs to know?
- Not More Than 1000 words? There is no straight rule when it comes to length. In fact, according to this case study about article marketing, search engines prefer longer articles which is not the case for readers. But short is not enough, so we go to tip number 2.
- Content is King. It’s always about what it is made of. A delicious-looking burger will prove the initial impression once you get a bite. In the same way, written content has to prove the meat it is made of based on the garnishing it was first introduced with. It has to provide the needed information. It has to serve its purpose. It has to provide satisfaction.
- Know Your Audience Before You Write. Your article is as good as the audience you project to win and won. If you are a writer intending to create content for a particular brand of ladies’ clothing and accessories, your piece will not mean anything to most teenage girls.
- Add Flavor to Your Title. Everyone has a story to tell, and maybe even better than the others, but for some reason, it fails to attract its audience. The title should initially answer a query that your audience has in mind. It has to have a specific purpose that benefits a need and inspires the audience, to read on and finish reading the information provided in the content.
The internet has created a scenario that requires fast-paced communication resulting from the desire to get quick answers.
Short contents are answers to the audience that require prompt resolutions to concerns and pain points.
Yes, it is true, but as always, the call to action depends on the available facts or information, which should be, first and foremost, accurate, and second, to the point. The rest of the story follows.