Do People still actively read or is there just a Content overload on the internet?

So, I decided to start writing again after a break.  When I sat down in front of the white page of a screen, two simple questions came to my mind instantly:

  • Can my writing still be heard, even if I am not a professional copy-writer? 
  • If yes, how to write content people want to read on social media platforms?    

We have all heard how important good copywriting is. That ‘Content is King’. We know the benefits that good quality ‘copy’ can have at promoting and boosting SEO. However, the web is overflowing with content. On LinkedIn alone, there are 130,000 posts published weekly! 

How to ‘cut through the clutter’ and ‘be heard’? Do people still read? 

And if they read why would anyone care about what I have to say, especially if I am not a professional writer and English is my second language. 

Mostly out of boredom during the lockdown, I decided to go through a few online courses hoping to find the answer to those questions. After completing the marketing specialist and content strategist career path on LinkedIn Learning,  I bumped into a short course by Daniel Roth called ‘Writing to be heard on LinkedIn’. This very practical and inspiring training not only motivated me to start a conversation on writing content. It also gave me a few useful and practical tools and a bit of faith that what I write can be heard.  So let’s start the conversation.

Do people still read? 

As a co-founder of a digital marketing company, I was a strong believer in getting customers attention through great video and graphic content. Vibrant, vivid and clear. In 2019, I actually became a self-made ambassador of video content. During many business and networking meetings, I would always use the statistic that internet video traffic accounts for around 80% of all consumer Internet traffic. I would regularly declare that the majority of people are too lazy and don’t have the time to read. Younger audiences spend most of their time surfing through video content. When we want to learn a new skill, we tend to watch it, instead of reading about it. 

When I was a kid, I would go through my Dad’s books on Karate, Painting and Drawing and stare at them all day long. When our TV broke down, my Dad, an Electrical Engineer,  would pick up a big fat book filled with technical drawings, and tried to fix it himself.  Those times are long gone. Am I right? Or maybe you are still learning origami, a new language or how to repair your bicycle from a book or article? Let me know in the comments. 

My business partners in VIMAR Digital Marketing often spoke about the importance of ‘quality content’ and how important it is for good SEO practice. But why would I waste time on writing,  especially if I am not a pro? When I think creatively, I see pictures, scenarios, colourful movements and vibrant situations. Is hiring a professional SEO executive and copy-writer, not the only option? Maybe we should write more as social employees from our social media accounts? 

How to Cut Through the ‘Content Clutter’ on the Internet? 1

The year 2020 brought so many rapid changes which we would never have predicted, even in our wildest dreams, or should I say ‘nightmares’. On one hand, the situation forced many of us to start working remotely from our homes, and thus improve our online skills.  On the other, a lot of projects had been cancelled, postponed or even deleted.

In VIMAR Digital Marketing, we had to stop shooting videos and most of the event promotions have been postponed. I found myself sitting at home with a vast amount of ideas for videos we couldn’t complete, because of lockdown restrictions. 

And then it came to me, a revelation. By writing your content you engage in the purest form of content creation. It is a bit like running. With running all you need is a pair of running shoes and the ‘will’ to do it. With writing, all you need is a topic people want to read about and a white page on the computer screen. Noise-cancelling headphones might also be useful. 

How to ‘write to be heard’  

LinkedIn is one of my favourite platforms and it is also one of the world’s largest long-form publishing platforms. Overflowing with content. Being heard here means better exposure, more contacts and larger opportunities. Here are a few points I have learned from Daniel Roth and during his course on how to write to be heard on LinkedIn. This helped me to get a new perspective on writing and will hopefully help you to become a better content writer.  

 You have something to say and your voice still can be heard. It doesn’t mean that it is easy to be heard, it is actually harder to cut through the clutter, however it is possible. You have unique insights and lessons you learned from your career and life journey.

content production

Share it with the world:

  1. Write about overcoming adversity, solving problems and how it is to work in your position or in your workplace. The audience loves real-life success stories. 
  2. Start a conversation. It is much easier to write a post on what has been discussed already. Read to find relevant topics.  I use Content Studio to find trending news. 
  3. Pay incredible attention to your headline. Grab readers attention. People start to read when they think there is something for them in the text. Also, remember. Clear writing beats clever writing. No one has time to figure out what the article is about. Be clear in your headline and don’t try to appear too smart. 
  4. Remember to always contribute. Make sure to give credit to other people.  There is another benefit to it.  When you tag a person you contribute or use the name in mentions you engage them in the conversation. They might also reshare your article.
  5. Share as a social employee. People don’t follow the brand, they follow people. Data shows that people have ten times more followers than the brand has.  Find the audience you want to reach.  Comment on their articles and start a conversation with them. 

How to Cut Through the ‘Content Clutter’ on the Internet? 2

I hope this article encouraged you to write and use your voice!

Leave a comment and join the conversation. Your writing can be heard!