Content Marketing Blog mint

Content Marketing Blog

How We Read

Understanding How to Write for the Digital Reader

Human beings will consume millions of hours of content on a screen in their lifetime. It doesn’t matter if you don’t spend hours working at your desk with a computer. You really don’t have to look further than your smart phone to see your daily average screen time. It’s very likely to be more than an hour of your day (conservatively speaking!). We’re hooked to our screens, and it informs the way we digest new information, especially how we read online.

Print Vs. Screen

Since a majority of us read online, our reading habits as a society have shifted drastically. According to Research Gate, people take 20-30% longer to read something online than they would if it were on paper.1 English readers were taught to read print from top to bottom, front to back. The flat nature of a screen forces us to read top to bottom and then scroll, providing us with less of a shift in action and less patience, as a result.

Writer Cynthia Marinakos notes that people today read print for leisure, and online to get something done.2 For example, if you want to read at a café, you might be inclined to grab a paperback novel. However, if you want to launch a new content marketing strategy, you might want to grab your laptop!

The Fine Print

As mentioned, the way we read has changed completely since the rise of accessible internet. For marketers, it’s important to know these trends to be able to optimize your content for the highest readership. According to usability expert Jakob Nielsen, humans are “informavores” who hunt for information, and move on.3 Here are some important facts and statistics about digital reading that Nielson outlines, and will help you optimize your content online:

  • Most content online is skimmed, rather than properly read
  • Visitors only read about 20% of the text on an average web page
  • Users will spend 80% of their attention on content above the scroll. Once they scroll, they’re more likely to be distracted
  • Most readers will allocate less than a minute of their time to read a newsletter4

Nielson also notes that most content is read like a large F; we give the top section of an article the most attention, and merely skim the beginning of each row from the middle to bottom.

Writing for the New Reader

As a marketer, you have nothing to be nervous about. Take these insights as learning lessons and adapt your content to achieve the best readership possible. The Writing Cooperative offers some beneficial tips and reminders that can help you succeed.5 Here are some refreshers:  

  • Write like you talk: Using an active, conversational tone in your writing will not only make it more engaging, it will also help you with Google’s search results.
  • Best, First: Make sure you put your most important information up top, and follow with details, statistics or quotes below.
  • Write in Chunks: By splitting up your content using paragraphs, bullets and sub-headings, it becomes more palatable to read thoroughly.

Stop writing only what you want to. When you write for your audience, you’ll be more successful. Rather than letting facts jade you, embrace the insights and work towards making your content more screen-friendly.

Are you struggling to come up with new ideas constantly? Is writing not your strongest suit? We can help! Our team at MintCopy is comprised of experts in SEO and content marketing. Our writers follow digital copywriting best practices to enhance your marketing strategy and help you achieve greater business success online.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 11/24/2022 16:42

Good today and gone tomorrow! That is the way of trends in the world of SEO and content marketing. What may generate interest right now can fall out of favor due to the ever-changing search engine algorithms. What can you do to ensure that you’re up to date? One useful method is to utilize Google Trends to find useful metrics that help you stay relevant. To make your way to the top of search engine results pages (SERPs), it’s important to use a variety of proven methods to create quality content. Read below to learn how Google Trends can help you gain insight on popular trends, seasonality, regional demands, and your competitors.

Sheetal Pinto - 11/10/2022 06:00

Revitalize, Refine, Repurpose

The Pareto principle is also known as the 80/20 rule. About 80% of your best results will come from 20% of your efforts. When you apply that to a creative endeavour like content marketing, you might be undervaluing some of your content creative efforts. It can be expensive to create content, from scheduling videographers, photographers, models, or even having quality copywriters write a blog post. Chances are that you have some valuable content that can be recycled or repurposed with a little elbow grease.

Sheetal Pinto - 10/27/2022 06:00

How to Create Content that Ranks Higher on the SERPs

With every Google update, there’s always some concern about page rankings. The most recent update, “helpful content,” is part of Google’s ongoing efforts to make sure that users get quality content in search results. If you’ve been using SEO best practices and providing content that is relevant and useful, you shouldn’t lose page rankings. It’s always a good idea to check your content marketing strategy and make sure it aligns with Google’s algorithm updates.

Sheetal Pinto - 10/13/2022 06:00

SEO Strategies that Stick the Landing!

Landing pages are specific pages on your website, usually created for an advertising campaign. The goal of a landing page is to get leads. You want to collect the user’s contact information in order to follow up with them. Typically, your business makes an offer, a discount or eBook, in exchange for getting the reader to share their information. Although landing pages are also web pages, there are a few things to know about creative copywriting for a landing page.

Sheetal Pinto - 9/29/2022 06:00

7 Assets You Need in Your Copywriting Arsenal

If you’re feeling like your content is getting dull and ordinary, it’s time to look at a few tools that can increase your reach and make your content more engaging. Fortunately, you don’t have to spend any money because you have easy access to these seven resources.

Sheetal Pinto - 9/15/2022 06:00

And the Perks of Gaining SEO Insights!

How do you measure the ROI when it comes to SEO? If you’re looking at the number of visitors to your website, you might be doing it wrong. The number of people who visit your site could be in the thousands, but if your content doesn’t convert, what difference does it make? Content isn’t cheap to create. The number of visitors to your site doesn’t tell the real story. Here are three metrics you can use to evaluate how your content is performing and whether your content marketing strategy is garnering its money’s worth.

Sheetal Pinto - 9/1/2022 06:00

How to Upgrade Your EAT & YMYL Content

Google is committed to making sure that its search results are helpful and relevant. Last year, Google made thousands of updates to its search algorithm with that in mind. Just a few days ago, another announcement about search was made, this time reminding content creators to create content with people in mind. What does that mean for SEO and copywriting? Here are three things to keep in mind when creating content. 

Sheetal Pinto - 8/18/2022 06:00

Why Your Content Must Be the Burning Question for Your Audience!

Google is constantly adding search features that help users get relevant information quickly. The “People Also Ask” feature has been around for a while, but it seems to be gaining traction as it’s being used in more searches. PAA boxes are another type of digital real estate, increasing your reach on a particular subject if you can get featured as an answer to a PAA question. Make it part of your content marketing strategy, even if you don’t rank for it immediately. The results might be slow, but they are worth waiting for.

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.