Writing for the web – how to maximise engagement
If you invest time and effort into producing written content for your website you want to make sure that as many people as possible actually read it. The problem is that we live in a quick fix society where people tend to want everything to happen instantly. It may surprise you to learn that as few as 16% of people actually read every word of an article.
Depending on who you speak to, a person may tell you they only skim through content; some may even say that they just read titles or headings. You can see the difficulties you face when you are trying to ensure that people read the content you create. If you want to ensure better engagement with your content you can seek expert help with online marketing solutions; or you may want to simply try to improve engagement yourself. We are going to take a look at why people may not be reading your online content. We are also going to suggest things you can do to improve the likelihood that your content will be read.
Why do people not read your content?
Just because people do not read every word you write does not necessarily mean that the content is bad. People generally read online content because they want to be informed about something; if they do not get the information they are seeking by reading the start of a an article they begin to lose interest.
This can create a problem for you because you will often want to create a story when you are writing. This can take time to build up so you probably will not supply everyone’s answers straight away. Of course, you can make a decision to condense the content you produce. The problem with this is that you may not feel as though you have not conveyed everything you want to say.
The inverted pyramid
There is a practice called the inverted pyramid which is often used by journalists when they create content for newspapers and magazines. The practice dictates that any primary information which is vital for people to read should be included at the start of a piece of content; this should be followed by secondary information and then deeper information which provides a greater understanding.
Writing in this way means that you do not have to worry too much if people lose interest after reading the first part of your content as they have already read the most important information. That being said, you may want to give people the option of having supporting information when you first mention a subject; after all you want to be as informative as possible.
How to change your content to maximise engagement
There has been some suggestion that it’s a good idea to provide hidden content throughout an article which the reader can access if they choose to. This may seem like a sensible idea; the reader can choose their own experience. The problem with this is that Google does not like hidden content and you can end up adversely affecting your search engine ranking.
It’s a far better idea to provide a full version of the content you write with the option for the reader to select a condensed version instead. You can of course simply opt for ensuring that your content is succinct, even if this means omitting some of the deeper explanatory text.
Just remember that it’s highly unlikely that people will read every word of the content you produce so you need to make sure you get your main message across from the start.