4 Ways to Ensure You Create Effective Content

July 9, 2019
emily amos

Effective content needs to have a clear message and be delivered to your readers in a concise way.

If you’re finding that your content isn’t getting as much engagement as you would like, it’s time to consider whether your writing style is holding your content back from being as effective as it could be.

It’s often more difficult to condense content than it is to keep writing and writing. But writing just for the sake of writing isn’t efficient.

So which actionable steps can you start using today to create effective content that keeps your readers engaged?

I have four important tips for you, so let’s jump in:

1. Use specific words and make them count

It’s common for writers to use flowery and unnecessary language in their writing to try and improve how it sounds or make it appear more intelligent. The problem with fancy words and complex language is that it forces readers to work too hard, and we all know that people are impatient on the web.

You need to give readers what they need right away. Write effective content that is valuable and useful for readers; this also means using vocabulary and sentence structures that are conversational and can be read with ease.

See our post on how to use plain language when writing your content for marketing purposes. It’s proven to enhance engagement and offer greater accessibility to readers.

2. Avoid industry-specific jargon

Jargon and buzzwords exist in your industry that may not be used in everyday conversation. While this language makes perfect sense to you, the same cannot necessarily be said when you consider your target audience.

Jargon creates a greater chance of confusion among your readers. This is even more common when writing about technology or other technical topics your readers may not be well-versed in.

Use conversational language to appeal to the largest audience possible. If your readers can’t understand what you’re trying to say, they won’t stick around long enough to try to figure it out.

3. Eliminate run-on sentences

When someone speaks to you without taking a short pause between sentences, it’s exhausting to listen to.  

The exact same can be said for reading.

Be intentional about your sentence lengths. Read your content aloud to make sure you’re not writing run-on sentences. If you’re running out of breath before reaching some type of punctuation, it’s likely a run-on sentence and needs to be cut into two or more separate sentences. Online readers like bite-sized nuggets of effective content.

4. Cut out redundant content

It’s important to make your point clear, but don’t let that cause you to repeat the same points over and over again in your content just for the sake of adding length. Your readers are impatient and want to get to the insights you’re writing about as quickly as possible.

Not only will redundant information increase your content length unnecessarily, but it will also annoy your readers because it makes them feel like you’re wasting their time. That’s not what effective content is made of.

Effective content needs to be a top priority

It’s time to stop beating around the bush. Get to the point, and deliver on what you’ve promised in your title.

When you’re using unnecessary elements in your writing to lengthen or complicate it, you’re not being respectful of your reader’s time.

When you’re concise, to-the-point and authoritative in what you’re writing about, readers will trust you and know you’re writing with them in mind. They’ll be more likely to come back to your website, engage and convert into a customer.

Which tricks do you use to create effective content? Let me know in the comment section below.

Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time

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