Make content navigable

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Online readers typically scan, rather than read, content. They focus on headlines and stand-firsts and look for devices that provide an easy “entry point” for the content. When briefing writers for digital first thought leadership, companies need to emphasise the need for simple navigation. They should also ask for lists, bullet points and box-outs to be used liberally. Long, linear paragraphs do not work in a digital-first world.


Keep it short and concise
The shift to a digital first approach highlights more than ever the need list of mexico cell phone numbers to keep content short and concise. Online audiences simply do not read reports consisting of many thousands of words – so it is important to strip back content to what really matters. Equally, an “academic” approach to thought leadership is unlikely to be effective. Sentences need to be short and clear, and concepts easy to grasp.


Make content searchable
Search engines remain the dominant means by which most web users come across digital thought leadership content. And yet, many companies do not build the need for SEO into their content at the outset. Careful use of keywords, links and other SEO-friendly approaches helps to boost visibility, while use of tools such as Google Analytics helps companies to monitor progress and track what is working.