It’s every writer’s recurring nightmare: to write a piece that never gets read.
Does that thought make you paranoid? Because, it really should!
Chartbeat, a content intelligence company, conducted a study in 2013 that indicated that most readers only get 60% of the way through an article. And what about that other 40% you put your blood, sweat and tears into? Let’s just say that you probably didn’t need to waste time thinking up such a clever conclusion.
So, why are our readers ditching us around the halfway mark?
We could pin it on short attention spans, but I believe that us writers should share some of the blame. If you’ve been guilty of putting out mind-numbingly boring content, then, unfortunately, you’re part of the problem.
Some of us are given a stacked deck when it comes to business writing. Content creators working for “sexy” companies (travel, food, culture) don’t have to dig too deep to write something inspiring. But, what about everyone else who’s stuck writing for … ahem … “boring” industries? If you’re battling to put the fun in fund accounting, or the cool in air cooling systems, then this blog is for you, my friend.
Here are our tips for creating content for lacklustre industries.
1 Stop Sounding So Pompous, Ditch The Business Babble
Jargon-heavy content is hard on the eyes and dull to read. Remember that your audience are often reading for pleasure, and challenging them with difficult sentences after a long day at work is less interesting than watching paint dry.
So, write naturally and ditch the business babble where it’s not needed. There’s really no need to make life hard for people.
2 Being Helpful Never Goes Out Of Style…EVER
Perhaps you think that your How to Invest Like a Pro guide is dull as ever, because it doesn’t speak to your interests. However, for the future investors you’re helping, it’s probably anything but that.
What we’re really trying to say is this: when you write educational content, it’s interesting and useful to those whose questions you are answering – even if it seems boring to the rest.
3 Be The Funny Guy, Infuse Some Humour
No matter what you do for a living, we’re all human, and we all love a good laugh. So, regardless of the topic you’re writing on, sprinkle a little comic relief throughout your article to breathe some life into an otherwise flat and dull article. Not only does humour make reading your article enjoyable for your audience, it also makes it that much more fun for you to write.
Just make sure that you don’t get too carried away, and detract from your key points. If you keep it simple and natural, you’ll hold onto your audience’s attention that much longer.
Let’s Be Serious
Writing for a “serious” industry doesn’t have to be all rain and no rainbows. By being natural, helpful and humorous, you can keep your audience engaged and entertained for a lot longer than you might think.
Or, if you’re stuck in a writing rut, get in touch with BEAN content for a fresh approach on a dull topic.