When it comes to writing for the digital space, what you’re saying isn’t nearly as important as how and why you say it. Now more than ever before, having a well-thought-out purpose behind everything shared online is imperative. Consumers are smart, and their brains are hardwired to swipe away all the fluff that’s trying too hard.
So, grab a cup of coffee, a pen, open your notebook, and pay attention. Then, close the book, chuck away the pen, keep the coffee and just save this article instead, it’s not the 80’s anymore. Here are 5 tips that will help you get your digital content from unseen to unforgettable.
1. Less is More
You may have heard the trope that social media is to thank for a dramatic drop in global attention spans, and while that’s not exactly true, it’s not completely false either. With access to all kinds of information and an endless amount of choice of what to consume, people don’t want to waste time on long-winded content that could turn out to be pointless when they can just move onto something clear and significant at the swipe of a finger.
When you write for digital, many mistake long-form for “never-ending” form. There’s no point in bashing out a massive word count when readers zone out at the sight of your monolithic manuscript. Being concise with your content is key to attention-grabbing copy. Always seek to pack as much meaning in as few sentences as possible. See how Apple gets the point across with punchy copy on their product pages.
2. Focus on the “Why” Over the “What”
The digital world is a magical place where all sorts of information can be found, but as online advertising has become increasingly popular, we’re bombarded by it on a daily basis. In trying to cut through the clutter, it’s important to address why it matters and only then what your solution delivers. It’s all about taking the time to understand your audience and what they care about. This leads us to the next important tip.
3. A Finger on the Pulse
It’s all good and well that you now know that you should understand your audience, but how do you go about actually doing that? It’s really quite simple, take the time to listen and pay attention. Social Media users and forum members love to share their views and opinions, sometimes overly so. But that’s a good thing for brands! It means that there is an Olympic-sized data pool filled with insights that can help you speak directly to current issues and offer relevant solutions.
4. Relate to your reader
It’s been a tough year with the pandemic, and even though the internet keeps us connected when we can’t be together, human beings still need real interaction. And no, this doesn’t mean it’s time to ditch digital and go door-to-door with cupcakes, (although that’s not the worst idea), but instead, it’s about writing quality content with personal and emotionally compelling copy.
It could be stories that inspire others, testimonials that are transparent and honest, or something lighter and more humorous, depending on your brand’s tonality. All that really matters is that it has a memorable impact and that it’s genuine.
5. Eye-grabbing Imagery
This might seem like a weird one. We are, after all, talking about digital writing, not design. However, the reality is that in the digital space, the two go hand in hand. An average of 20% is all that people remember from reading text without visuals. Attractive graphics, GIFs, and videos help anchor your content with colour and shape in people’s minds, creating a complete package that’s easier to remember.
When you focus on quality over quantity, pay attention to your audience, write relatable content, and tie it together with catchy design, your brand messaging will give consumers a clear insight into your identity. This will open doors to build real relationships which, in the end, is the key to unlocking success in the digital space.