5 Tips for Writing Engaging Public Content
Writing for a public audience demands clarity, accessibility, and engagement. Whether it’s a blog post, article, or other public content, these five tips will guide you in effectively communicating your message.
1. Know Your Audience
You’d be surprised at how many people miss this important step! It’s essential to understand who you're writing for. Tailor your language, tone, and examples to match their interests and knowledge level. Different audiences, such as students, professionals, or general readers, will expect different approaches in your writing.
Tip: Avoid jargon, and when using specialized terms, provide simple explanations to make your writing more accessible.
2. Front-Load Your Main Message
When writing for a general audience, always put the most important information in the first paragraph. Readers often skim through content, and you want them to leave with the key points even if they don’t finish the entire article. Structure your content with headers and lists to help readers find the information they need quickly.
Tip: Think of your introduction as a hook. If you don’t capture your reader's attention in the first few sentences, you may lose them.
3. Be Clear and Concise
Your writing should be easy to read and concise. Use an upbeat, conversational tone and tailor your content to your audience. Keep your message simple by using short, straightforward sentences and chunk your content into sections to make it scannable.
Tip: Most people spend less than 30 seconds on a webpage, so put your most important information at the top. Use headers, visuals, and lists to break up large blocks of text and make the reading experience smoother.
4. Check for Accessibility
Have you checked that your content is accessible? Are you using descriptive alt text for images, ensuring adequate contrast between text and background, and using clear language? Is it easy to tap, scroll and click throughout your site? Can you understand your videos without volume? Tools like accessibility checkers can help you identify areas for improvement and ensure that your writing is inclusive.
5. Keep Your Content Updated and Relevant
Outdated information can undermine your credibility, so ensure your content is up-to-date and accurate. Regularly review your writing to check for any outdated material and replace it as needed. Make sure to include proper citations and links to reliable sources to boost trustworthiness.
Tip: Have a plan for routine checkups on your content’s accuracy. Link to sources when needed and always ensure your citations are accurate.
Citations:
Writing for the Web | Usability.gov. Assistant Secretary for Public Affairs.
Best Practices for Web Writing. University of Maryland.
Web Writing Style Guide. Duke University.
Writing for the Public. University of Toronto.
Writing for the Web | Usability.gov. Assistant Secretary for Public Affairs.
By following these five tips, you’ll be able to create clear, engaging, and accessible content that resonates with a broad audience and delivers your message effectively. If you need professional support in identifying your audience and crafting public-facing content, reach out to us.
