What Does ‘User Focused’ Content Really Mean?

Only a small percentage of people actually read. Now I know you will all say that you read, but I am talking about the difference between ‘seeing’ and ‘reading’. True readers read everything; and they will often read from the top of the page to the bottom, fine print included, whether or not the subject matter really interests them. For the vast majority, we skim read; often called ‘scanning’; and we look for shortcuts. The heading, words in bold, bullet points; anything to cut our ‘reading’ time.

User focused therefore has two meanings; one, to provide content in a form that is quickly digested; and two, provide content that requires eating (you cannot digest what you haven’t eaten).

To provide user focused content for eating is not all that difficult; it falls into basically three components. Language, Message, and Clarity.

Language

Whilst the English language is one of the primary languages used on the net, in this case I am talking more about the use of the language. User focused content steers clear of technical, jargon or ‘in house’ languages. Keeping your message simple and straight forward means that anyone from any education background can understand you. The more technical you get, the more readers you will lose.

Message

Having a message that the reader will find valuable. This may a problem solving message, or a list valuable of information, or for some, an account of the daily activities. What is important is that your reader needs something. Help; entertainment; to be a part of a debate. There are many different styles of message.

Clarity

Clarity is providing your message in a straightforward language in bite size pieces. Keeping the paragraphs short certainly helps. Using bold to highlight important components also helps. My first word processing teacher many, many years ago, suggested that in a short message, simply reading down the bolded words should summarize that message. It is an interesting concept and would certainly provide your reader with a quick fix.

The term user focused boils down to – wait for it – focusing on your user. Providing them with content that satisfies a need; even if that need is entertainment; and providing that content in a clear and concise way. if you can provide that content on a regular basis you find yourself developing a loyal group of readers.