Knowledge |

Are your blog posts unmissable or unreadable?

It’s encouraging when your new blog post, that you meticulously laboured over for longer than you’d perhaps care to admit, generates a buzz on social media. Unfortunately, figures have shown that over half of those who share content on Twitter and Facebook don’t actually read it themselves.

It sounds crazy, but if you think about it, do you fully digest everything that you like and share online? Probably not. With audiences consuming more but reading less, here are 3 top tips to help you craft content that will keep them hooked from start to finish.

Get visual

Most visitors will only scroll through 60% of an article, with many not scrolling at all. Interestingly though, most visitors will browse an entire page if it contains photos and videos.

Tip:  While not to everyone’s taste, BuzzFeed is the king of this format and has built its success on articles injected with engaging images and GIFs. This doesn’t mean you have to saturate your page with gimmicky visuals. Instead, identify the visuals that will appeal to your audience and use them to communicate key elements of the article.


Stay structured

All good marketers know that there’s only a brief timeframe in which to capture an audience with a piece of content.  You have approximately 15 seconds, or less, to do this.  The average adult reads around 250 words per minute, meaning that the majority of your visitors will read just 62 words before bouncing, unless you can convince them to stick around.

Tip: To keep visitors engaged, make sure your page is appealing. People spend just over 2 seconds skimming a page before they begin to read it, so your message should be clear and relevant to the audience’s needs. Large paragraphs can be intimidating and laborious, so be concise in your writing and space your content appropriately. Use visuals as a break between text blocks and to provide variation for the eye.

Keep your on-the-go audience hooked until the final full stop.

Prioritise key messaging

Taking all of the above into account, it’s clear that you need to offer something substantial to your visitors as soon as they land on your page. With few people choosing to scroll down through content, let alone read much of it, you need to showcase your most important information right from the start.

Tip: The below graphic is a useful tool made popular by newspaper journalists. If you’re ever having difficulty trimming back bulky articles, consider arranging the content into the Inverted Pyramid. Reporters use this to weed out the less-important details of news columns and free up valuable page space.


Got any other tips for creating captivating content from the off? Let us know on Twitter or Facebook.