There is a lot more to creating engaging digital content than the words being used – it has to look good too, especially blog posts and white papers.
By ‘looking good’ I don’t mean using colorful or fancy fonts, but rather including visual cues. Big chunks of text are big turn-offs for readers, whether they are reading a newspaper or an article online.
- Big paragraphs are daunting to readers who want to quickly grasp concepts before delving into detail.
- Long sentences can be confusing and distracting.
Good Things Come In Different Sized Packages
Here are some visual cues that will help your content to look good, as well as being more readable and engaging:
- Have a mixture of short and medium sized paragraphs – this gives some light and shade to your page
- Use sub-headings – to introduce key concepts and draw the eye of readers who skim before reading
- Make bullet point lists – instead of comma-separated lists within sentences
- Include images – graphics, photos et that add value
Take a look at some of the blogs or newsletters that you like to read online – chances are they include all of these elements.