The average reader will view your article for 15 seconds or less. You may have drawn them in with your headline, but are they going past the first few lines? Are they leaving your site truly understanding the point of the piece? If not, then why? Even if you are drawing the attention of those who are likely to be more engaged than the ‘average reader’, there are still tips you can follow to ensure that readers are absorbing and engaging with your content.
Ask Tough Questions
Notice here how I have already questioned you and your articles. Questions encourage curiosity and allow for people to think of an answer to what is being posed. Questions also connect with a reader’s brain and leave them wanting an answer to your question (which is now their question). Ultimately, the reader should leave your site feeling a sense of value from the questions you have posed. Therefore, in order to ask the questions that are going to allow for optimum engagement and readership, understanding your audience is pivotal.
Have an Opinion
An article that people want to engage with is often one that makes a claim and sticks to it throughout the piece. This should get people thinking about where their thoughts are on a particular issue. This can often lead to positive debate within a certain topic area or industry. That being said, think about your readers here and consider balance on some topics. You do not want to force people away from your site by being overly controversial, but it is not always necessary to sit on the fence. Industry leaders are often the ones with strong opinions, and a great way to showcase this leadership is by getting involved in the comments section on your site or engaging with readers on Twitter.
Ensure the Article is Digestible
This comes in two forms; tone and visuals. With tone, you again need to ensure you understand your audience. Are technical, high-level terms going to be understood? Or are they going to lead to your readers becoming confused? If so, they are likely to zone out and ultimately look for their information elsewhere. Be sure not to become too casual though. If you are posing answers to questions that your readers already know the answers to, then really what value are they getting from the article? As for visuals, you do not want to overwhelm readers with big block paragraphs. Breaking the article down into sections can make the whole piece feel more digestible and less of a task. Utilizing subheadings can also allow readers to skim through the article and get to the section they are looking for.
Statistics allow writers to support their arguments with convincing evidence. They also enable writers to draw conclusions and argue specific sides of issues without sounding speculative or vague. Stats also engage the readers and get them thinking about the significance of the issues that you are presenting to them. Keep in mind though that the statistics need to be relevant to the the story. Adding them for the sake of it will likely confuse the reader and defeat the purpose; which is to tie everything together.
Tell a Story
People connect with stories. From a young age we are exposed to storytelling and we enjoy it when things come full circle. Tying points back to the questions you asked originally is a great way to do this throughout the article and should be fully utilized in the conclusion. The reality is, when stories are told, readers engage, so if there is the opportunity to emotionally engage with an audience, then seize this opportunity. All the points mentioned in this article can ensure that you are telling your story and that your readers are hanging around for more than just 15 seconds.
George has been part of the Circa team for three years. He graduated from Plymouth University, England, with a master’s in marketing management and strategy degree. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications.