This is a contribution from Mike Sansone the author of Converstations.
You both have a challenge, you and your audience: Time.
Neither of you have a lot of time to spare. It’s up to you to take the lead, because if you don’t, they’ll take the exit.
You can say everything you need to using multiple posts, articles, videos. Deliver your message into digestible pieces. By doing so, not only will your message be better read, it stands a chance of getting spread. You’ll also be creating what I refer to as “page depth” – more unique pages on the web – which improves your findability. Effective. Efficient.
While it’s tempting to throw all you know about a subject into a single blog post or video — don’t. But if you must be long-winded, do so with the reader in mind. Be generous with gifts – “Eye Rests” for the reader.
Eye Rests can help slow the scrolling, skimming reader down a bit – maybe enough to get something out of your work. Here are a few possible Eye Rests you can employ:
- Bold Phrase: These could be a money quote or a take-away phrase that punctuates your message. Notice I did not say “key word.” We’re not trying to game a search engine. A bold phrase could be 4-8 words, but not much more than that. Too much could cause the reader to skip the whole thing.
- Lists: A short list providing memorable points draws a readers eye, triggers easy memorization, and can be easily shared. If you think about it, those three points I just made could’ve been a short list (along with a brief explanation of each). Easy, yes? Quick study – Bullet lists have no particular order; Numbered lists have specific order.
- Images: The right kind of image can help the reader make meaning. Images can be photographs, maps, charts, even a drawing on a napkin. One thing to keep in mind: Images should always be on the right so as not to interrupt the flow of reading.
- Hyperlinks: Contextual hyperlinks are important in multiple ways. Relevant links help readers dive deeper into a topic. Hyperlinking also puts you into a position of being a resource and helping the reader make valuable connections (it is called “the web” after all).
There are “best practices” you can use to write a blog post in an hour or less, especially if you use a blog post template. By doing so, you’ll be able to consistently deliver readable, shareable content every time. And save time. Yours and theirs.
About the Author:?
Mike Sansone is the author of ConverStations – Social Media as Conversation Stations. He works with small business leaders, entrepreneurs and educators in using social media and content marketing to connect with their intended audience. He lives in the Midwest with his wife, Angela.