One of the biggest problems today’s marketers face is figuring out how to write content that demands to be read. If your content isn’t getting the results you want, the first thing you need to do is examine the clarity of your writing. To put it bluntly, if your message isn’t clear, it wont be worth reading. People will tune out quickly, retaining none of the useful information you’ve provided them.
If your potential customers can easily understand your message and the value of your content, you’ll have an easier time driving subscriptions and conversions, and your brand will stand out in their minds. You’ll develop an audience that will keep coming back, eager for more great content.
Here are four tips you can use to begin writing with clarity and creating better content:
1. Understand the Value of Your Content
If you’re not sure what the point of your content is, you won’t be able to convey it to your readers. Before you even start writing, figure out what your message is, as well as the results you’re trying to drive, and how it fits into your overall content strategy. Make sure you understand the value of your message so you can explain it in a way that will help your audience understand it, too.
2. Start at the Beginning
Don’t take it for granted that your audience has a comprehensive idea of whatever topic you’re writing about. If you’re writing a series on content marketing, for example, don’t assume your readers are all heads of content marketing at their respective businesses—start by defining exactly what content marketing is and why it matters. Assuming that your audience understands any specific word, phrase, or concept is an easy way to lose them.
3. Leverage Whitespace
When people consume content online, they prefer to skim rather than read it in its entirety. This means that if your content is comprised of huge blocks of text, you’re going to turn them off. Break up your paragraphs and surround them with whitespace, which will make it easier for your audience to comprehend your message as they’re speed-reading.
4. Use Shorter Words
Why say “utilize” when “use” will do? This might seem obvious, but dropping big words from your content is an easy and effective way to boost its clarity. You’ll also ensure that your writing appeals to a wider audience, boosting its social shareability.
Did you struggle with messaging in the past? How were you able to fix it? Make sure to leave us a comment below!