Get Some Brevity In Your Content

We live in a world with information and content overload. And work in a market that is busy and noisy.

With more and more use of AI-generated content taking over, getting your audience to engage with your content will get harder and harder.

What is the answer?

Brevity.

Because, as Shakespeare said, ‘Brevity is the soul of wit’. This is not about being “witty”, it is about saying a lot more by using the minimum of language to convey your message. something.

In A Nutshell

• Our attention span is now just 8.25 seconds, down from 12 seconds in 2000.

• Use concise content by cutting out unnecessary words and get to the point succinctly

• Brevity enhances audience engagement and understanding

• Be concise with headlines, social media posts, email subject lines, email marketing, articles and CTAs

• Use an active voice

• Edit to get brevity

Why Brevity Matters

The goal of marketers is to engage audience and convey our messages as effectively as we can. Brevity is the key to achieving this goal.

Why?

Because your audience are busier than ever. So, respect this with brevity.

Because attention spans are reducing. It is now just 8.25 seconds compare d to 12 seconds 20 years ago. Every second counts so and every word needs to count.

Because brevity increases the chances of your audience engaging in your content.

Because it helps with memory recall – one thing to remember (like brevity) is easier than 10 things.

Where Should You Embrace Brevity

So where do you need to think about brevity, and have clear, concise content?

• Your Blogs – try and keep them to 600 to 800 words

• Headlines and Subject Lines – keep them short

• Social Media posts – because people flick through these channels

• Website – update your content here with less words to allow skim reading

• CTAs – use fewer words

• Email content – keep these short

• Webinars - try and keep to 30 mins and less

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How To Get To Brevity

• Think one big message – what is it you are trying to say in your content.

  
  

• Start strong – say what you are going to say upfront with a strong opener to get attention

  
  

• Use an active voice – for example, Active: The company launches a new product.

  Passive: A new product is launched by the company.

  
  

• Cut out the waste – we all tend to add unnecessary words and paragraphs; edit these out.

  
  

• Keep it simple – don’t use fancy words and phrases; use simple language and use the language of your audience.

  
  

• Use bullet points.

  
  

• Use short paragraphs – but be ready for the grammar police!

  
  

• Use visuals – a picture can often paint a 1000 words after all.

  
  

• Create & edit – create your content, then edit it with brevity in mind.

  
  

• Edit what you have – go back to existing content and apply brevity to it.

  
  

• Get feedback – it can be harder to edit your own creations, so get someone else to do it

Summing Up

Thinking brevity with your content meets your audience’s needs. It means you are being helpful. But of course, it is not the only thing that matters, as your content must be relevant and delivered at the right time.

By applying brevity to your content marketing should lead to greater engagement.

Get to it. Because brevity is the soul of wit.