The basic premise of, and intended use for, content marketing should be to make your users interested in your message. In turn, even from a strict content marketing perspective, engagement with scientific content simply requires more work.
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Thought leaders themselves consume information through identical channels and in near-identical ways – and mind jargon just as much. It may feel logical to assume otherwise, but expertise in any given field is just that expertise in one field. In turn, scientific content writers sacrificing readability for “value” simply inhibits communication further, as impatient audiences won’t invest due time.Įxperts in any given area are no less prone to this behaviour than non-scientifically-inclined audiences. Google finds general audiences have become increasingly impatient with page load speeds, with mobile users particularly prone to this trend. Perhaps, in turn, trust declines, engagement falters and communication suffers.įor one, the reader has indeed changed. Thus, a figuratively bloody battle for attention and credibility ensues, where flashy visuals meet jargon – and often miss the reader. Attention spans shrink, social media feeds bloat and buzz ever more, and alternative information lies a click or tap away. Obscenely higher information consumption rates may leave them less attentive, it seems. To start with, for all of digital transformation’s benefits, the digital era has inadvertently changed the average reader as well. Why scientific content writing optimizations matterįirst, let us establish the need for this investigation – and the pursuits that should likely follow.