As readers’ attention spans collectively decrease and the massive volume of online content increases, it requires your law firm to take a slightly different approach to content creation. More specifically, you need to create content that’s easy to digest and that requires the smallest amount of mental energy to absorb. Say hello to snackable content.
What Exactly is Snackable Content?
According to Tech Target, “snackable content is website content that is designed to be easy for readers to consume and to share.” They also explain that “an important goal of snackable content is to tempt the reader to consume more content.”
In other words, you break things down in a way that your readers can digest your content quickly, conveniently and with minimal effort. Going this route ensures that your audience gets what they’re looking for, caters to their short attention span and entices them enough to want more.
What Are Some Examples?
Just look around the Internet, and it’s easy to see just how much people crave snackable content. Here are just a few examples:
- Twitter’s policy of a max of only 140 characters per tweet
- Six second vine loops
- Instagram and Pinterest’s simple, easily consumable image-centric content
- Slideshows on Slideshare
What’s the Recipe for Snackable Content?
Here’s the interesting thing about snackable content. It doesn’t necessarily have to be short content.
In fact, it’s been well documented that longform blog posts over 2,000 words in length gets shared far more on average than your standard 500 – 750 word post. So it’s totally fine to have longer content. You just need to make sure that you’re breaking it down into bite-sized chunks.
This starts by using a tried and true formula that includes the following:
- Bullet points
- Short paragraphs (no more than four sentences)
Whether you’re writing 500 words or 5,000, sticking with this format will make it easy and painless for readers to consume your content and find what they want without having to sift through the rest.
You’ll also want to get right to the point. There’s no need to preface your content with a lengthy intro about a topic. Instead, you should just jump right in and start your discussion.
Make Sure There’s Visual Appeal
People love visuals — it just makes content easier to digest. If your content looks great and contains the images that people naturally crave, this too adds to its “snackability.” Besides simply including “placeholder” images, it’s smart to add charts and graphs to present data in a way that’s highly visual. Just remember the less your audience has to think, the better.
You may even want to experiment with infographics. People absolutely eat them up, and Forbes even reported that “adding infographics boosts credibility and traffic for websites as 90 percent of all information we remember is based on visual impact.” Just check out this guide from HubSpot for more information on infographics.
Appealing to the modern reader requires a different approach than what your law firm may be used to. By understanding what they’re subconsciously looking for and utilizing the right tactics, you can create the snackable content your audience craves. In turn, this can be your ticket for boosting engagement and generating more leads.