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Brevity Is the Soul of Wit and Content Marketing

creative brief content

When it comes to content marketing, it can often feel like more is better. More content means more sharing, and more sharing means more exposure and engagement, right?

Turns out, not so much. In fact, even among notoriously short tweets, those that are under 100 characters tend to see more reader engagement [1] than longer posts.

The question of whether the long form article is a dying art or not is best left to another post. What’s not debatable is the fact that a clear and concise piece of creative brief content often does far better than one that’s lengthy and weighed down with unneeded drivel.

Are you prone to producing long treatises on your blog? Are your Facebook posts more verbose than vivacious?

If so, check out these three ways to keep your written content naturally brief, without losing key information.

Producing Creative Brief Content

Cut to the Chase

A few different studies have found out that Web readers just don’t have the attention spans they used to [2]. While we could spend a good amount of time lamenting the effects of social media and video games on society, I think that time is better spent getting to the point. (Who knows, maybe my brain has been similarly addled by today’s world of instant gratification).

Make sure that every post focuses on one thing. You don’t need sweeping introductions, miles of back story and giant tangents.

Have another great idea? Make it another post. Want to include a bunch of history? Make it another post. Get my point?

Have Faith in Your Readers

See that right there? I cut a whole sentence or two out by letting you infer my point about splitting multiple ideas into new posts by letting you draw your own conclusion about it.

You don’t have to lay out every single thing for your readers to get it. If you do a good job with the lead up, your readers will carry the idea through to the finish line.



Be Immediately Interesting

You have a very small window of opportunity [3] in which to grab your potential readers’ attention. That means that your introduction needs to offer up just enough information to hook them so they’ll keep reading.

So that part about cutting to the chase? It’s slightly less true when you’re writing first lines.

The one thing you don’t want to do is give your reader enough information to get a full picture of your post before they click your “read more” link. If you’re wondering how this helps to shorten things up, here it is: With your super interesting hook, you get to skip the lengthy lead-in.