Research shows only 20% of the content on a web page gets read by users these days.
To be effective, and make an impact, you need to find a way to get your message across to the people who scan.
The simplest option is content chunking.
Watch the 3 minute video, listen to the audio, or read the article below to find out more:
Content Chunking
There are various ways to do this:
Create Sections Topped With Headings
Break your content down into easily digestible sections that make no more than two main points – ideally, it should be just one. Mark each of these sections with a descriptive subheading.
Keep Paragraphs Short and Make One Point
Limit each paragraph to one main idea, while keeping them short and succinct – stick to around 100 words if possible.
Illustrate the main point early in the paragraph, but save something good for the end. People often read the first and last sentences, and ignore what’s in between. Keeping sentences short and simple is also a good tactic.
Use Numbers to Chunk Content
If you've used a number in your title – for example '10 Ways to Write Great Content' – then it’s a good idea to number your subheadings.
It’s still reasonable to use numbered lists to chunk your content, even if your title doesn't have a number in it.
Use Bullet Points
Bullet points work in a similar way to numbers, making it easy for us lazy scanners to pick out the information we want.
Read Your Content Aloud
When you sit and read your content silently, it will often appear as though it flows naturally to you – even if it doesn't to others. Once you've chunked your content, read it out aloud and pretend you are explaining something to a friend in a bar. Does it still feel like it flows? If not, change it until it does.
That’s how to quickly and easily chunk content, ensuring readers can fully absorb what you've written.
