Why your writing style needs to change

It’s no secret that the way we engage with digital technology is changing. As our digital attitudes shift, so does how we digest and understand information.

In the past, we’ve accessed the internet via a desktop PC. Now, the growth in mobile capabilities means we’re able to access information on the move, in the spare five minutes it takes us to travel to work or sit in a doctor’s waiting room.

This has had a direct impact on the types of content we’re digesting. As we shut the door on our home studies and step away from desktop PCs, we don’t have the time to sit and read longer-form content. Now, it’s all about short, succinct copy that can be easily read on the move.

According to research, the typical internet user reads just 111 words on a webpage. Considering the average word count of a page is 593 words, we’re actually digesting just 20% of a page’s content.

Of course, this has a very fine line. We’re not suggesting that your next blog post crams the entire history of your brand into 100 words. Instead, you’ll need to apply scenario-by-scenario logic and think like a user.

If you’re creating a run-down of autumn/winter women’s shoes, you likely won’t need a 500-word article — the key trends supported by images will be enough to convey the message to readers. On the other hand, something like an in-depth how-to will require a longer word count. Get the balance right to ensure you’re creating the content your readers want in the format they prefer.

So, how can brands strike the balance between creating informative content that remains accessible on mobile devices? The following tips should help:

• Use an accessible writing style — if your tone is too formal and your content is difficult to understand, bounce rates will rise. The tone you use will depend on your industry and audience, although overall it’s best to keep it accessible and jargon-free.
• Keep your paragraphs short — don’t overwhelm your readers with a chunky paragraph. The majority will give up, so keep your paragraphs short and concise to make your content less intimidating.
• Add value — when you’re struggling to reach a word count, the temptation is to waffle. Each sentence should add value to the copy. If it doesn’t, cut it out.
• Include images — struggling to explain a complex process or topic? Perhaps a graphic would help. Don’t be afraid to include images to support the reader’s enjoyment and understanding of the copy.

Creating content that your audience can better digest and engage with will ultimately drive greater results for your brand.

For more advice on creating content that will succeed in the digital sphere, contact us using the form below.