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The Art of Scannable Content: How to Write for Today's Online Readers
By: Hubspot
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Here's the truth: There's no guarantee that anyone will actually read your writing online. You have to compel them to do that. And one way to do so is to create writing that’s effortless to consume.

Not sure where to start? That’s okay. This article will teach you the fundamentals. You'll learn how to drive audiences to read every word you write. You’ll learn how digital copywriters -- you know, marketers who use words to convert people online -- get and keep the most valuable commodity on the internet: attention.

However, in order to command an online reader’s attention, you have to first understand how they read.

The answer, of course, is that they’re not reading at all. On the internet, the majority of people are actually skimming. In fact, according to research performed by Jakob Nielsen, of the Nielsen Norman Group, only 16% of people online read word-by-word.Just about everyone else is a scanner, picking text apart for the bits that are valuable to them.


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This article was published on Hubspot. A link to the original article can be found after the post. www.blog.hubspot.com
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