Creativity can be the cornerstone of content marketing but when it fails to communicate, it becomes just another brick in the wall.
The Internet is flooded with content, with 1199 photos uploaded per second on Instagram alone. So how do we make our content stand out among the rest?
While creating content out of the box is one way to go, it does not promise to go viral in this algorithm-driven modern era. But content that maintains clarity with creativity will get you a more effective reach.
Information flows freely in our networking world and with so much news consumed every day, plain language plays a key role. Clear sentences with a tinge of sass, or humour can immediately establish a brand presence. With this approach, all it takes is to read the content one time and understand the message from the get-go.
It’s crucial, especially in the online world with the human attention span said to be 3 to 8 seconds only. The average online user is said to read only 20% of any digital content and get even less traffic if the language is complicated. Content must be readable and immediately consumable, otherwise, you’ll be losing your audience quickly!
So why is it difficult to write simple copy for your content?
Purple prose is a form of flowery and ornate writing that makes text long, complex, multisyllabic, excessive emotions, and a plethora of cliches. The most popular myth of good writing is the idea that ‘you sound smart only when you use big words that are far too complex for a common man to understand. Wrong.
The purpose of communication is to convey information. Simple writing isn’t dumbing down sentences or insulting intelligent readers, rather it is speaking to our audience directly and completing the purpose of the content. You owe it to your readers to have your content include both readability and credibility.
So how do we accomplish this? We skip past the need for flowery prose or riddle-like copies.
Spot your target audience –
Simple writing doesn’t mean being basic or boring. Understanding the nature of your audience, their preferences, and the type of content that can attract them can make your simple writing stand out among the rest. It becomes easy to adapt your writing style according to the needs of your audience. To put it simply, speak in the language of your target audience.
Remember, short sentences only –
“Short and sweet” is a phrase with a hefty impact. Mainly, because it doesn’t burden your readers with complicated structures to decipher. The most common way to lose your readers is when your content exceeds 20 words and without the use of relatable terms and everyday expressions.
Get that steady active voice –
The thumb rule for dynamic copy is using an active voice. Not only does it keep your content engaged but also hooks the consumers immediately. Avoid any form of passive writing that can slow down the pace and tempo of your writing. Remember: The article is not being written – you write the article.
Make your content readable –
Working hard to make one creative caption but failing to make it readable is a wasted potential. Working efficiently and translating creativity through simple text will be more rewarding. A simple text structure with an introduction, body, and conclusion goes a long way! Bullets, lists, and more creative ways to put across your points can immediately turn into highly consumable content.
Get all close and personal –
How can we break the fourth wall? By being direct with your readers. Using “you” can do the job! The pronoun adds a personal touch to the content and engages with the readers.
Don’t be shy, use analogies –
Complex concepts need not be dumbed down, but rather creatively expressed through good analogies. They are a useful tool for writers to inject some of their personality into the writing without having to add unnecessary complexity to the matter of the subject.
CTA to use call-to-action –
The purpose of content writing is to engage with the reader and bring about some action. Needless to say, the call-to-action needs to be direct, and short and can draw your viewers to participate in it. Even a simple, “comment down below” or “sign up now”, needs to deliver successful results of engagement and interaction for the post to bump up and break the algorithm.
Final thoughts,
It is our deliberate attempt to sound smart that makes us go over the top and ruin good content. Thus, proving that simple is not so simple to achieve. But being rooted in a conversational tone, well-formatted, and credible writing, is a definite good-to-go!
