Today, we want to touch on a super critical copywriting topic: the importance of using data and research in your writing. Data is essential to captivate and retain your reader’s attention. According to Medium, the optimal time for a reader to stay engaged with your written content for a blog post is 7 minutes.
Although every piece of copy is meant to catch people’s attention, ONLY grabbing people’s attention shouldn’t be the goal. This is because if the content has no depth, the readers will not take any value away from your copy.
I’ve seen it all too often: copywriters sacrificing depth and skimping on data and research in the race for clicks. This way, you may miss out on providing value and building meaningful connections with our audience.
We’ve discovered a little secret during our years in the copywriting business: starting an article with a striking statistic or data point can work wonders.
In fact, we used this strategy for all the content we did for two large gaming BPOs, doubling one of our clients’ LinkedIn followers from 2,500 to 5,000 in just a few months. Trust us, a well-stated fact at the beginning of any content can immediately capture the reader’s attention, piquing their curiosity to learn more about the subject. Plus, it sets the tone for the rest of the article, letting the reader know this piece is backed by credible evidence.
For example, did you realize we started this article with a statistic?
Here are a few more relevant insights:
– Posts containing at least one bullet point list per every 500 words of plain text get 70% more traffic than posts without lists (Semrush)
– Eight out of 10 visitors will only read the headline of a page or article (Digital Doughnut)
– About 43% of readers skim content, and the median time they spend reading is a mere 37 seconds (Tempesta Media)
Time = Value
If you pay close attention to the last point, to significantly increase the time a reader spends engaging with an article, the written piece should contain many data sources for them to exchange their precious time for value.
Research-driven writing also ensures your content stays relevant and up-to-date in our ever-changing world. Our rule of thumb is to never use data older than 16 months. By staying informed about the latest trends and developments, you can create engaging, accurate, and timely content that will keep readers coming back for more.
In conclusion, using data and research in your writing is crucial for capturing and retaining your reader’s attention during a highly distracting world. Incorporating striking statistics, bullet point lists, and staying informed about the latest trends can all contribute to the success of your content.
Remember… time is a valuable commodity for readers, and by offering them well-researched, data-driven content, you are giving them a worthwhile return on their investment. Finally, don’t fall into the trap of prioritizing clicks over depth. Instead, create meaningful connections with your audience by delivering content that is both engaging and informative.
