Brevity, Right to the Point, Relevance – Travelling With The User – Part III
Content has its biggest impact when it is brief enough to transfer knowledge, goes right to the point and it possesses relevance to the user. If these are not met, chances are that no one will spend quality time with your content.
The best advice I have ever got is Keep It Simple or “Kiss it”. Short forms are generally better accepted than long forms unless we are talking about reading masterpieces published in The New Yorker, The Guardian or eBooks. It really depends, though, on the form and the task that should be accomplished. A short form for a mortgage would be taken as SPAM.
In the same time, there is often the limit of characters in a placeholder. The enforcement of such policies is mandatory on social networks like Twitter, Instagram, Facebook etc. And there is no around it.
The shorter your H1 headline is, the easier it will be to read it on a smaller screen. In addition, it will take less time to process when reading in a bigger format. The user is happy, you are happy, and hell everyone is happy.
Content forms need to be appropriate to the task and platform at hand.
Right to the point
We, marketers, love to blah-blah. Some of us work the message in ways that it takes a whole paragraph filled with pompous words when the gist of it is just a line. There are so many product advantages lost on a product page just because the content creator went overly “creative” about it.
Simplicity beats complexity any day if the week. Design and develop for that!
Creativity is a wonderful thing. But when that creativity stands in the way of the content’s relevance to the user (not to you) and understanding, the big bucks are not going to flow in.
Telling irrelevant stories to back up a point, over stacking the page with widgets and other distracting elements, or simply providing a completely off-topic content (like in the click-baiting case) are things keeping the user away from where you want her to be.
Relevance is king.
They need to be carefully researched, analysed and relevantly applied depending on your target audience, goals, and platforms to be used.
This post is part of a talk I gave at Bulgarian Web Summit on “Travelling With The User”. You can find the slides here.
Image source: Turner Broadcasting Group
Copyright © 2017 Borislav Kiprin. All Rights Reserved.