October 16th, 2012
This is probably my shortest post ever – but in the name of efficiency, I figured I would give advice and at the same time let one of my biggest content pet peeves off my chest.
We all know how content development is one of the most important strategies we can use to increase our digital presence these days. Besides helping with organic search it can also place your company in very high regards with your customers and prospects (read high purchase intent) due to your altruistic information sharing and thought leadership. With so much at stake combined with the following points:
- In a world where most people are now reading their information from Smartphones and Tablets,
- In a world where many are helping the environment by choosing to read from the screen rather than print it,
- In an aging demographics country where more and more people need or are starting to need reading glasses…
..WHY SO MANY WHITEPAPER PDF’S HAVE MULTIPLE COLUMNS???
Here’s my very simple tip to improve readership of the, more often than not, very thoughtful and researched whitepaper:
WRITE IT ON SINGLE COLUMN!!!!!!
(Always make your text easy to read no matter what screen is used. When in doubt, edit for the lowest common denominator).
Back to marketing 101 – put yourself in your customer/audience “shoes” first (EMPATHY) – have you noticed how unnerving it is to move up and down the screen to continue reading the next column?
We could add a few more tips such as efficient use of graphics, keep it simple, etc., etc, but I bet that just this ONE tip will go the distance in readership growth.
Next, I may tackle my second biggest pet peeve, 2-point sized font text in Infographics (remember, infographic stands for delivering a message via a visual medium, NOT, adding some pictures to 1.000 words and making them small so it fits above the fold).
As always feel free to comment to your heart’s content. I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. Feel free to reach me if you would like to review my thoughts in a more quantitative and practical manner. You can contact me via email: firstname.lastname@example.org, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn:http://www.linkedin.com/in/jrgrana.