We have reached the penultimate part of this article. The characteristics of good content are presented so that we, the content creators, have a guide to guide us when we want to write an interesting text that can be read by our users. In the first parts we told you about structure, relevance and usefulness, credibility, timeliness and consistency and ease of finding and scannability. Today, we continue with simplicity and how to make a text more interesting.

7. Simple

I told you that good content must be easy to scan so that readers can be captivated by simply taking a look at the text. Precisely for this, the content must be short and easy to read. Obviously, this does not include scientific articles or those that require documentation and a broader presentation. Here I am talking exclusively about the presentation texts and those found on websites.

Because we never know who is reading our texts, the words used must be simple, without using lesser-known words, jargons or acronyms. They can only be used if we also provide an explanation or write to a target audience that we know is familiar with such language.

We must not forget that we do not write to impress, but to inform. So, we have to say exactly what we need to say and speak in the language of the users.

To make it easier to read, we can use lists, graphs, tables or give concrete examples. It is much easier for us to construct a text in this way and it is often much more beneficial for the reader to have a graphic representation than to explain it in a text.

8. Interesting

If a piece of content is not interesting, no one will read it and it will float somewhere at the bottom of the internet To avoid this, we must take care that the following are found in our text (not all at once, nor in every text):

• Interesting title – if the reader does not find the title interesting, he will never continue reading the text
• Examples and anecdotes – to explain something or to show the usefulness of a service/product, it can be done most easily through examples. Depending on the type of text, we can also insert an anecdote.
• Infographics – is the easiest way to create a useful, informative and interesting article. All that is needed is just a little research + a designer to attractively arrange our texts and images
• Writing style – be direct and call things by their name. You should never avoid the subject and build boring stories around a theme

I am waiting for you on the Klain website where you can view the services we offer, including creation of unique and relevant content, web implementation, analysis, strategy, communication and online promotion. For more examples, I invite you to browse our portfolio.