Slowing the Scroll: How to Effectively Write in the Age of Info Overload
by Brooke Crawford, Senior Director, Content
We live in a noisy world. Information from multiple platforms hurls at us 24/7 at lightning speed…so much that it’s often hard to think straight. There’s even a word for it – infobesity.
With so much content, attention is scarce. And this presents an interesting challenge for communications professionals. How do you deliver meaningful and valuable content in the “Age of Information Overload?”
Hey…look out!
Tik Toks…Instagram reels…podcasts…news articles…blogs…streaming platforms. Content bombards us from every imaginable place. In fact, according to Statista, American consumers will spend approximately eight hours a day with digital media by 2025.
This fact makes it challenging for any single piece of content – especially written pieces such as news releases, social posts and advertorials – to break through and capture audiences’ attention. But, following a few tips can increase your chances.
Think Quality, Not Quantity
Ever had the client who insists, “We need MORE out there?” You scramble to try and create something out of nothing. And while we’ve all reacted, now is the perfect time to pause and ask, “Is MORE the best strategy?”
Forego the temptation to produce content just for the sake of producing. Aim for quality…at all times. Ask yourself:
Does my proposed piece add significant value, information or entertainment to my desired audience?
Do I have research to back up the above answer?
Who else is discussing this topic? Am I contributing something new to the conversation?
If you can answer “yes” to the above questions, then you probably have a quality idea.
Hone Credibility
Unfortunately, society is filled with people who purposefully communicate misinformation. And the sad result? A heavy dose of mistrust in all communications platforms. Strive to overcome that reality. If your content is designed to inform, provide as many facts as possible. Source them accurately, and then cross-check them.
Send a clear message to readers you care about getting your claim right. This small step goes a long way in building your reputation as a credible source.
Ooooh…pictures!
Who doesn’t like a pretty picture? Compelling graphics can make readers “slow their scrolls” to consume your content. Some visual options to complement your written piece:
Make accompanying visuals a must for your finished piece. Take steps to ensure the imagery works on all platforms (i.e., does it load quickly). Work with a designer to ensure images scale appropriately on various types of screens.
Embrace Data to Personalize
A bonus of this tech era is the amount of data at our fingertips. Click a few buttons and you can instantly see your email open rate, what social posts resonate, and what website pages draw the most views.
Regularly dig into that data and learn what makes your desired audiences engage? What do they care about?
What you create for a 50+ audience member is going to read/look different than someone 30 years younger. Crystallize the image of your audience as you build your content.
Short and Sweet
Ever heard the phrase, “Get in and get out?” The same applies to content. With more people accessing information on their smartphones and tablets, they are skimming content.
Make it Accessible
Can all users access your content, even those with disabilities? Include descriptive alt-text for your imagery. Provide captions for videos. Ensure your website is compatible with screen readers and other assistive technologies.
The digital landscape continues to evolve at breakneck speed. Staying current with new writing formats, technologies and trends is critical to sharpening your skills as a content creator. It’s the key to being effective and relevant in the Age of Information Overload.