- When Creating content think about an inverted (upside-down) pyramid.
- Always include your most important information and points first
- Then follow with helpful information and finally end with what would be nice to know.
- Doing this gives value first and respects your reader, viewer, or listener and allows them to choose to engage further.
Do you want to make sure that your readers or viewers of your video always get value from the content you produce? Creating content using the inverted or upside-down pyramid is one top secrets for creating content that sticks and gets read or watched.
The first thing you have to wrestle with is that people today have two things that you are fighting with. First people are pressed for time. Next people tend to be multi-tasking even more these days. It’s common today that visitors online do not read content, they scan it. They pick up bits and pieces.
Very few percentage of users online read stuff. In fact most scan. Even some open a webpage, go do something else, keep this tab open to come back later in the day.
When creating content think of an inverted (upside-down) pyramid. This structure enables readers to stop reading at any point and still come away with the essence of a story. It allows people to explore a topic to only the depth that their curiosity takes them, and without the imposition of details or nuances that they could consider irrelevant, but still making that information available to more interested readers.
Structure of Content
At the top you should have the most important and relevant information. This is the stuff that your reader or watcher has to absolutely know.
In the news business this is called the lead. Typically in the lead you want to discuss the five Ws. Who, what, when, where, and why and also often how.
Next the middle is additional information that is helpful but is not all that critical. This is the meat of what you have to say, it’s your supporting points. Look at this as the added value.
Finally, the bottom of your inverted pyramid should contain the stuff that would be nice if they knew it. By the time someone gets here they are beyond hooked and want to soak up any additional piece of insight or content you have on the subject.
If you start out slow you will never get them and that valuable point or information that you would like to present will never get digested. This is the reality of the world in which we live and it’s not going to change anytime soon, with each generation being more connected than the last.
How to Put This into Practice
After you create content or communication always ask yourself this one question:
What is the most important piece of information or thing that someone needs to know?
You can do this by creating a summary in the beginning or as I did in this post a bulleted list. Over the last year you probably have seen more and more online news organizations adopt this style.
What is the least amount of words or copy that you can create so readers can leave the story at any point and understand it, even if they don’t have all the details?
It sounds counter-intuitive but this will allow your content to be consumed and appreciated by more and more people.