The Inverted Pyramid and Your Online Content
There are many different theories about how you should set up your online content to make it impactful. And the truth is that different theories are going to apply in different cases. Content creators who want to get people to read for as long as possible, for instance, will often save the most important information for last. The goal here is generally to sell more ad space. But, for most content creators, the exact opposite should be the goal. They need to use the theory known as the inverted pyramid.
At Content Customs, we are dedicated to helping you purchase optimal content for your needs. As such, let’s consider when the inverted pyramid works and how it may help you.
Important Information First
The basic theory simply states that the “essential and most interesting information” should be up front. The first thing the reader comes across may be the exact information that they’re looking for. They don’t have to read any further. Your content instantly provides them with the information or answers that they seek.
You can then use additional content to provide backup information, but you should focus on diminishing importance. If the reader wants to do a deep dive and learn all that they can, they certainly have that option. They can expand their knowledge and learn far more. Ideally, your content will be engaging and the facts that they learn about your products/services at the beginning will make them feel like they should keep reading. But they should never feel compelled to read simply because they’re still searching for useful information. They should have that from the very beginning.
Why Does the Inverted Pyramid Work?
This tactic works because the number one thing that helps people build trust in your content and your brand is when they feel that it provides them with something useful. Doing that as quickly as you can sets your site apart. This is great for your branding, and it can also increase dwell times overall. People may not have to scroll as far to find the information that they need, but they now see your site as a trusted source that they can turn to repeatedly. A lot of the time, if a site has a high bounce rate, it’s because the initial information isn’t useful and readers aren’t willing to keep digging.
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