How to Lose Words and Gain Clients
It may seem counterintuitive, but the quickest way to make the most out of content marketing might be to write fewer words. Many B2B companies spend a considerable amount of time, not to mention budget, on outfitting their websites with extensive blogs, guides, and sundry other texts. And while canning your content writing strategy entirely certainly isn’t the goal, B2B marketers can certainly improve the results of content marketing through clarity, brevity, and a clear idea of what the ideal client wants.
Not sure why you should be considering trimming down your content, or how to get started? These tips will guide the way toward concise content that draws your readers right in.
Know Your Audience
We live in a fast-paced world, and most of us have the attention spans to match – short attention spans. As in, you’ve got about 5 seconds to snag a reader before they’ll move on to something else. That means you have to cut your content down to size, lest you lose readers to your competitors who know that shorter content performs better in terms of engagement.
Shrink Your Word Count, Grow Your Sales …
“Okay,” you say, “but I have lots of stuff to talk about! I’m a thought leader with big ideas!”
Awesome! But if you want to get those big ideas out there, you’re going to need to figure out how to trim ‘em down, lose the ballast of verbosity, and attract your readers’ attention – all without losing any of the good stuff. Here’s how.
Whenever possible, break it down. You don’t need to make every single point in one blog post, and nor should you! There’s a time and place for the long form article, but for the most part, you want to write about one idea at a time.
It’s far more interesting to the reader to have a few paragraphs on a unique subject that will stick with them than a general primer on a big topic that reads like a textbook. If you find yourself going off on a tangent, split that idea into a second post for later in your editorial calendar.
Put Tasty Bait on Your Hook
Hopefully you were paying attention when I said that you’ve got 5 seconds to catch a reader’s attention. That means your opening lines need to be the strongest part of your content.
The key to a good hook? Don’t give everything away at once. Your intro is not a high school English paper; you don’t need to lay out every single point right away. Instead, use your hook to build curiosity. By giving just a peek at what’s to come, you’ll entice readers to stick with you to learn more.
Trust Your Reader’s Intelligence
You can cut a lot of baggage just by trusting your readers to fill in the gaps. For example, I don’t need to reiterate that it’s all about attention span, here, do I? Nah. You’ve got it.
It’s Not Just About Content
One final point: even with super concise and interesting content, your readers are going to click away if your site speed is less than optimal. To lower your bounce rate and keep eyes on the page, run frequent site speed tests to make sure that no one will have to wait around for your content to load.