PR professionals know the value of well-written content. Authoritative content ranks higher in traditional search models, which makes it a natural spot for communicators to shine.
Large language models (LLMs) prefer content that is quick to parse. Shorter paragraphs, descriptive section headers, and bullet points make for content that is both information-dense and easily reviewed.
It is also the format that is best for distracted readers.
For those of us who learned to write long-form content using sentence-rich paragraphs, information-dense and formally structured, adapting to this change might feel a little jarring at first.
However, the steps you need to take to modify long-form content into pieces that are easier to read are simple ones.
Be interesting
This seems like an obvious point to make, but it is an important one. If the content is interesting, or if the writing is good, it is more likely that you will hold a reader’s attention.
Use short sentences
Not surprisingly, short sentences make skimming easier.
Strive to use Ernest Hemingway’s style of declarative sentences. Hemingway started his career as a journalist, so his crisp, direct style likely originated there.
Long sentences may feel more natural, but short ones are quicker to read. This is true whether one is writing a news article or content for a website.
Get to the point quickly
Many of us were taught to state a point at the beginning of a piece of persuasive writing, then provide evidence leading to a conclusion.
Skimmers have no time for that. If you have a point to make, move it to the top of the piece.
Prioritise clear language
Similarly, using accessible vocabulary is important. This does not mean you have to “dumb down” how you write. It means that in order to convey ideas quickly, it is better to use language that is easily understood.
Resist the urge to use complex words or industry jargon. People who are skimming content are not going to stop what they are doing to learn new vocabulary words. They will likely jump right over words they do not know and will intuit the meaning instead.
Speaking to your audience means understanding what their threshold is, and meeting them there.
Break complex ideas into parts
How do you convey complex ideas using short sentences and clear language? By breaking them down into manageable parts.
Almost every lesson, idea, or topic can be separated into component parts. The more detailed the subject matter, the longer the list of individual components.
Know when you are getting too long
One of the disadvantages of explaining complex ideas to busy people with shorter attention spans is that you have to keep pieces to a length that is digestible.
What is “digestible” in one reading will vary. We have established above that complex ideas should be broken down into parts.
But how many parts are acceptable?
Sometimes it will be better to spread out an idea over two or three separate articles. If you get to the end of an article and it is 2000 words long, if there is a logical way to break it into two or even three pieces, you should consider doing so.
Forget what you (may have) learned about paragraphs—shorter is better
A paragraph is typically defined as a group of sentences that support a central point. Paragraphs are organised in a way that allows a paper to establish an idea or pose a question, provide support, and transition to the next paragraph.
The progression of multiple paragraphs then leads to a conclusion.
Formal writing structure suggests identifying a topic sentence for your paragraph, then building support for the topic sentence by providing examples or elaborating.
Another sentence may then provide additional detail or explanation, and then a concluding sentence for the paragraph provides a transition to the next paragraph.
Following this more formal structure may lead to longer paragraphs—which is not what you want. Limit the number of sentences in each paragraph, even if it means splitting a technically well-structured paragraph in half.
Avoid large blocks of text
Whether you are writing from scratch or adapting a long-form piece to make it easier for skimmers, you will want to avoid large blocks of text.
Large chunks of text are too dense to skim quickly. Details get lost and distracted readers are likely to miss important points.
Use bullet points to draw attention to important components
Bullet points or numbering can be extremely useful in fleshing out ideas that would typically be a progression of thoughts or examples in a paragraph.
Converting supporting sentences of a paragraph into bullet points offers a visual change, which is helpful to re-focus attention.
If you have an important sequence you wish to highlight, use bullet points.
Craft descriptive headings
A skimmer may just read the headings. Try writing headings that can convey the central point of your article.
If someone can read just the headings of your piece and still take away your point, you have effectively written for skimmers.
Conclusion
If I have done my job correctly, you should be able to read this article’s headline and each bolded header and take away what you need to know about writing for skimmers—and LLMs.
