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How to get people to (actually) read your content

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Creating readable content

How do you write content that people will read. We read online differently to reading in print

Published in: Marketing, Technology

How to get people to (actually) read your content

  1. H O W T O G E T P E O P L E T O ( A C T U A L LY ) R E A D Y O U R C O N T E N T
  2. B R I A N T E E M A N • @brianteeman • http://brian.teeman.net • @the_bar_with_beer_later
  3. W H E R E D O P E O P L E R E A D ?
  4. 5 0 % P H O N E
  5. 5 0 % L A P T O P
  6. 5 0 % TA B L E T
  7. “ I M A K E U P S TA T I S T I C S 1 5 0 % O F T H E T I M E ”
  8. W H Y D O P E O P L E R E A D ?
  9. R E P U TAT I O N • You are the expert • It’s always interesting • It’s sometimes entertaining • Don’t waste their time
  10. A U T H O R I T Y • You are the expert • It’s always accurate • It’s sometimes useful • Don’t waste their time
  11. H E A D L I N E A N D P R O M I S E • You won’t believe what happened next • Clickbait • Don’t disappoint • Don’t waste their time
  12. “ F O O L M E O N C E , S H A M E O N Y O U F O O L M E T W I C E , S H A M E O N M E ”
  13. H O W D O P E O P L E R E A D ?
  14. T O O L O N G - D I D N ’ T R E A D • Not one single comment • Lowest page time on google analytics • I will read that later • Too much like hard work
  15. T O O W I D E - D I D N ’ T R E A D • Can’t scan to find the key points • Jump up and down when moving to next line • Difficult to concentrate • Too much like hard work
  16. T O O D E N S E - D I D N ’ T R E A D • Looks boring • College term paper • Hard to concentrate • Too much like hard work
  17. F PAT T E R N
  18. “ T H I N K B E F O R E Y O U S P E A K . R E A D B E F O R E Y O U T H I N K ” F R A N L E B O W I T Z
  19. W R I T E T H E T E X T
  20. F O C U S O N T H E W O R D S • No distractions • Concentrate on expressing your thoughts • Formatting comes later • No misunderstanding
  21. S H O R T E R I S B E T T E R • Easier to read • Quicker to read • Forces you to be precise • No misunderstanding
  22. T H R O W G R A M M A R O U T • Short sentences • One idea per paragraph • Bullet point lists are good • No misunderstanding
  23. S I M P L I C I T Y • Reduce the word count • Remove introductions and detailed explanations • Reduce complexity and increase readability • No misunderstanding
  24. T O P T I P
  25. H E M M I N G WAY
  26. H E M I N G WA YA P P. C O M
  27. H E M M I N G WAY • Highlights long, complex sentences • Identify reading level • Remove adverbs • No misunderstanding
  28. T O P T I P
  29. S P 0 I L E R S • Tell them what you are going to tell them at the beginning • Then tell them what you said you were going to tell them • Summarise what you just told them • No one likes spoilers!!
  30. “ S I M P L I C I T Y I S T H E F I N A L A C H I E V E M E N T … ” F R E D E R I C C H O P I N
  31. F O R M A T T H E T E X T
  32. L E T I T B R E AT H E • White space is good. It highlights the content • Less daunting • Easier to scan • More reader friendly
  33. I T ’ S N O T H A R D T O D O • Practice makes perfect • The more you do it the more natural it is • Benefits are quick to see • Let’s try it now
  34. T O O D E N S E
  35. A D D W H I T E S PA C E
  36. E A S Y T O S C A N
  37. “ I F I T TA K E S A L O T O F W O R D S T O S A Y W H A T Y O U H A V E I N M I N D - G I V E I T M O R E T H O U G H T ” D E N N I S R O T H
  38. H E A D L I N E S M A K E T H E M C O U N T
  39. C O N C I S E A N D I N F O R M AT I V E • Short • Rich in information • Have meaning without the full content • Honest
  40. M Y W O R S T H E A D L I N E • Top 10 Joomla Extensions • Misleading • (Dishonest) • Clickbait
  41. M Y B E S T H E A D L I N E • Joomla 3.4 Hidden SEO Secret - Revealed • Everyone likes a secret • Clear and accurate description of the content • Shared on social media
  42. T O P T I P H T T P : / / W W W. P O R T E N T. C O M / T O O L S / T I T L E - M A K E R
  43. “ O N A V E R A G E , 8 O U T O F 1 0 P E O P L E W I L L R E A D H E A D L I N E C O P Y, B U T O N LY 2 O U T O F 1 0 W I L L R E A D T H E R E S T ” C O P Y B L O G G E R . C O M
  44. P R O M O T E T H E C O N T E N T
  45. T E L L T H E W O R L D • Great headline • Great content • Great text • Make it easy to share
  46. S H A R E W I T H T H E W O R L D • Facebook • Twitter • LinkedIn • Google+ ? • Make it easy to share
  47. W E A L L L O V E C U T E C A T S
  48. R E C O M M E N D E D R E A D I N G J A K O B N I E L S E N H T T P : / / W W W. N N G R O U P. C O M / S T E V E K R U G H T T P S : / / W W W. S E N S I B L E . C O M B B C H T T P : / / W W W. B B C . C O . U K / A C A D E M Y / J O U R N A L I S M

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