{"id":16998,"date":"2021-03-28T10:53:09","date_gmt":"2021-03-28T14:53:09","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=16998"},"modified":"2024-01-16T11:03:32","modified_gmt":"2024-01-16T15:03:32","slug":"why-is-micro-content-important","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/","title":{"rendered":"Why is micro content important?"},"content":{"rendered":"<h2>Because &#8216;readers&#8217; don&#8217;t read<\/h2>\n<p>I\u2019m often amazed at the amount of energy writers put into perfecting the sentence structure in the fourth paragraph of their piece when those same folks toss off a headline in the 17 seconds before happy hour on a Friday afternoon.<\/p>\n<figure id=\"attachment_26261\" aria-describedby=\"caption-attachment-26261\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26261\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/why-is-micro-content-important-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" data-orig-size=\"441,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-is-micro-content-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your message\u2019s billboard&lt;\/strong&gt; Reach flippers, skimmers and other nonreaders with display copy. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blank-billboard-on-white-background-519272833&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Myimagine&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-300x204.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" alt=\"Micro content\" title=\"Micro content\" width=\"441\" height=\"300\" class=\"size-full wp-image-26261 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png 441w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-300x204.png 300w\" data-sizes=\"(max-width: 441px) 100vw, 441px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 441px; --smush-placeholder-aspect-ratio: 441\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26261\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/why-is-micro-content-important-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" data-orig-size=\"441,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-is-micro-content-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your message\u2019s billboard&lt;\/strong&gt; Reach flippers, skimmers and other nonreaders with display copy. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blank-billboard-on-white-background-519272833&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Myimagine&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-300x204.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\" alt=\"Micro content\" title=\"Micro content\" width=\"441\" height=\"300\" class=\"size-full wp-image-26261\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png 441w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-300x204.png 300w\" sizes=\"(max-width: 441px) 100vw, 441px\" \/><\/noscript><figcaption id=\"caption-attachment-26261\" class=\"wp-caption-text\"><strong>Your message\u2019s billboard<\/strong> Reach flippers, skimmers and other nonreaders with display copy. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/blank-billboard-on-white-background-519272833\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Myimagine<\/em><\/a><\/figcaption><\/figure>\n<p>The sad truth is, most of your readers will never read the fourth paragraph of your brilliant copy. But many more will\u00a0read your display copy.<\/p>\n<p>Here&#8217;s why:<\/p>\n<h3>1. They&#8217;re not reading; they&#8217;re looking.<\/h3>\n<p>Back in the day, web-usability guru Jakob Nielsen wrote <a href=\"https:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\" target=\"_blank\" rel=\"noopener noreferrer\">one of the first articles on writing for the web<\/a>. The headline:<\/p>\n<h5 class=\"standalone\">How users read on the web<\/h5>\n<p>The first paragraph:<\/p>\n<h5 class=\"standalone\">They don&#8217;t.<\/h5>\n<p>&#8220;People read paper,&#8221; writes T.J. Larkin, principal of Larkin Communications. &#8220;They use the web.&#8221;<\/p>\n<p>Indeed, <a href=\"https:\/\/www.nngroup.com\/articles\/the-3cs-of-critical-web-use-collect-compare-choose\/\" target=\"_blank\" rel=\"noopener noreferrer\">96% of the time people visit your website, they&#8217;re looking for something specific<\/a>, according to a Xerox PARC critical incident study.<\/p>\n<figure id=\"attachment_24289\" aria-describedby=\"caption-attachment-24289\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24289\" data-permalink=\"https:\/\/www.wyliecomm.com\/why-people-visit-website\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-people-visit-website\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your readers are search engines&lt;\/strong&gt; They\u2019re searching for something specific 96% of the time. Note: \u201cReading\u201d is not on the list.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-24289 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24289\" data-permalink=\"https:\/\/www.wyliecomm.com\/why-people-visit-website\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-people-visit-website\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your readers are search engines&lt;\/strong&gt; They\u2019re searching for something specific 96% of the time. Note: \u201cReading\u201d is not on the list.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-24289\" \/><\/noscript><figcaption id=\"caption-attachment-24289\" class=\"wp-caption-text\"><strong>Do you see <em>reading<\/em> on this list? <\/strong>They&#8217;re not reading, they&#8217;re looking \u2014 to collect a lot of information or to find one specific detail.<\/figcaption><\/figure>\n<p>They:<\/p>\n<ul>\n<li><strong>Collect 71% of the time.<\/strong> They&#8217;re gathering multiple pieces of information \u2014 researching a webinar or blog post, maybe, or trying to find the best refrigerator for their tiny house.<\/li>\n<li><strong>Find 25%. <\/strong>They&#8217;re looking for a specific piece of information, such as the address of a restaurant.<\/li>\n<li><strong>Explore 2%.<\/strong> We used to call this <em>surfing,<\/em> or just browsing around the web.<\/li>\n<li><strong>Monitor<\/strong> <strong>2%. <\/strong>They might return to BBC.com, for instance, to keep up with the latest news.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.nngroup.com\/reports\/mobile-website-and-application-usability\/\" target=\"_blank\" rel=\"noopener noreferrer\">That makes searching for information the No. 2 mobile task<\/a>, according to Raluca Budiu and Jakob Nielsen, in <em>User Experience for Mobile Applications and Websites<\/em>. (No. 1 mobile task: killing time.)<\/p>\n<p>What they&#8217;re not doing: reading. In fact, <a href=\"https:\/\/www.nngroup.com\/articles\/why-web-users-scan-instead-reading\/\" target=\"_blank\" rel=\"noopener noreferrer\">79% of web visitors scan<\/a>, according to Sun Microsystems research. Just 16% read word-by-word.<\/p>\n<figure id=\"attachment_23178\" aria-describedby=\"caption-attachment-23178\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23178\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/79-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"79%\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Call it the 79\/21 rule&lt;\/strong&gt; Some 79% of web visitors scan, according to Sun Microsystems research. If you&#8217;re writing just for readers, you may be reaching only 21% of your visitors.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-23178 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79-300x169.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23178\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/79-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"79%\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Call it the 79\/21 rule&lt;\/strong&gt; Some 79% of web visitors scan, according to Sun Microsystems research. If you&#8217;re writing just for readers, you may be reaching only 21% of your visitors.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-23178\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/79-300x169.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-23178\" class=\"wp-caption-text\"><strong>Call it the 79\/21 rule<\/strong> Some 79% of web visitors scan, according to Sun Microsystems research. If you&#8217;re writing just for readers, you may be reaching only 21% of your visitors.<\/figcaption><\/figure>\n<h3>2. They don&#8217;t spend much time on your message.<\/h3>\n<p>One way we know they&#8217;re not reading: They don&#8217;t spend enough time with your message to read it.<\/p>\n<p>How much time do they spend?<\/p>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/how-long-do-users-stay-on-web-pages\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>The average web page visit lasts a little less than a minute<\/strong><\/a>, according to 2011 research by the Nielsen Norman Group. (Often, visits last only 10-20 seconds.) That&#8217;s enough time, Nielsen figures, to read about 25% of each page.<\/p>\n<p>\u201cPeople spend less than a minute on content pages,&#8221; Nielsen writes, &#8220;even when they\u2019re looking at long articles or detailed product specs.\u201d<\/p>\n<p>That&#8217;s the good news.<\/p>\n<p><strong>Make that 15 seconds.<\/strong> Some <a href=\"http:\/\/time.com\/12933\/what-you-think-you-know-about-the-web-is-wrong\/\" target=\"_blank\" rel=\"noopener noreferrer\">55% of web visitors spent fewer than 15 seconds on the web pages they visited<\/a>, according to a 2014 Chartbeat analysis of 2 billion visits across the web.<\/p>\n<p>Filter purely for blog posts or article pages, and &#8220;only&#8221; 33% of web visitors spend less than 15 seconds on a page.<\/p>\n<p>Figuring that people read about 200 words per minute, at 15 seconds per visit, that&#8217;s about 50 words per web page.<\/p>\n<p><a href=\"https:\/\/dl.acm.org\/citation.cfm?doid=1326561.1326566\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Make that 20% of the words on the page<\/strong><\/a>, according to research by four professors from two German universities. For the study, the professors fitted 25 European computer scientists, psychologists, sociologists, engineers and other highly educated professionals\u00a0with eyetracking devices to use while they went about their daily lives.<\/p>\n<p>They collected 50,000 page views, which were then <a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyzed by the Nielsen Norman Group<\/a>. From that analysis NNG found that:<\/p>\n<figure id=\"attachment_23118\" aria-describedby=\"caption-attachment-23118\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23118\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/20-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"20%\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Oh my Lady Gaga! &lt;\/strong&gt;That&#8217;s the percentage of words people read on a web page. The longer the page, the lower the percentage.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-23118 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20-300x169.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23118\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/20-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"20%\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Oh my Lady Gaga! &lt;\/strong&gt;That&#8217;s the percentage of words people read on a web page. The longer the page, the lower the percentage.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png\" alt=\"\" width=\"600\" height=\"338\" class=\"size-full wp-image-23118\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/20-300x169.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-23118\" class=\"wp-caption-text\"><strong>Oh my Lady Gaga!<\/strong> That&#8217;s the percentage of words people read on a web page. The longer the page, the lower the percentage.<\/figcaption><\/figure>\n<ul>\n<li>On average, web\u00a0<strong>visitors read half the information on web pages with 111 words or less<\/strong>.<\/li>\n<li>As the word count goes up, so too does the amount of time visitors spend on a page. But\u00a0<strong>reading time doesn\u2019t keep up with the additional word count<\/strong>. Web visitors spend only 4.4 seconds more for each additional 100 words. Assuming an average reading time of 200 words per minute, that\u2019s only about 15% of the additional words.<\/li>\n<li>Web visitors spent enough time to read at most 28% of the words on a web page during an average visit. However, Nielsen says, they don\u2019t spend all that time reading. It\u2019s more likely, he estimates, that\u00a0<strong>visitors read only 20% of the words on the average web page<\/strong>.<\/li>\n<\/ul>\n<p>How much of <strong><em>your<\/em><\/strong> message are they really reading?<\/p>\n<h3>3. Their eyes are drawn to display copy<\/h3>\n<p>So which words are they reading?<\/p>\n<p><strong>People read the display copy.<\/strong> Eyes are drawn to:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/how-to-write-a-good-headline\/\" target=\"\" rel=\"noopener noreferrer\">Headlines<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/double-deck-headline\/\" target=\"\" rel=\"noopener noreferrer\">Decks<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/how-to-write-a-subheading\/\" target=\"\" rel=\"noopener noreferrer\">Subheads<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/how-to-write-a-caption\/\" target=\"\" rel=\"noopener noreferrer\">Captions<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/pull-quote\/\" target=\"\" rel=\"noopener noreferrer\">Callouts<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/link-writing\/\" target=\"\" rel=\"noopener noreferrer\">Links<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/types-of-articles\/how-to-write-a-bulleted-list\/\" target=\"\" rel=\"noopener noreferrer\">Lists<\/a><\/li>\n<li><a class=\"locked\" href=\"https:\/\/revvingupreadership.com\/writing\/how-to-create-micro-content\/bold-face-type\/\" target=\"_blank\" rel=\"noopener noreferrer\">Highlighted key words<\/a><\/li>\n<\/ul>\n<p>That&#8217;s right. Most of the impact you make on your readers comes, not from the paragraphs itself, but from the display copy.<\/p>\n<p><a href=\"https:\/\/www.poynter.org\/news\/eyetrack07-myth-short-attention-spans\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>People look first at photos, headlines and links<\/strong><\/a><strong>. <\/strong>Online,\u00a0readers look at\u00a0directional\u00a0devices, such as navigational bars, links and teasers, first, according to\u00a0The Poynter Institute\u2019s Eyetrack07 study.<\/p>\n<table class=\"pinktable\" style=\"width: 90%; background-color: #ffffff;\" border=\"1\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"text-align: center; font-weight: bold;\" colspan=\"4\">Where readers look first<\/td>\n<\/tr>\n<tr>\n<td width=\"40%\"><\/td>\n<td width=\"20%\"><strong>Broadsheet<\/strong><\/td>\n<td width=\"20%\"><strong>Tabloid<\/strong><\/td>\n<td width=\"20%\"><strong>Online<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"40%\"><strong>Headlines<\/strong><\/td>\n<td>53%<\/td>\n<td>7%<\/td>\n<td>8%<\/td>\n<\/tr>\n<tr>\n<td width=\"40%\"><strong>Photos<\/strong><\/td>\n<td>37%<\/td>\n<td>78%<\/td>\n<td>3%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"40%\"><strong>Navigation bars, links &amp; teasers<\/strong><\/td>\n<td>8%<\/td>\n<td>14%<\/td>\n<td>48%<\/td>\n<\/tr>\n<tr>\n<td width=\"40%\"><strong>Graphics<\/strong><\/td>\n<td>2%<\/td>\n<td>0%<\/td>\n<td>25%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"40%\"><strong>Ads<\/strong><\/td>\n<td>0%<\/td>\n<td>0%<\/td>\n<td>16%<\/td>\n<\/tr>\n<tr>\n<td style=\"width=100%; text-align: center;\" colspan=\"4\"><strong>Catch readers where their eyes are <\/strong>People look first at photos, headlines and links, according to\u00a0The Poynter Institute\u2019s Eyetrack07 study. What they don&#8217;t look at first, second, third, fourth or fifth in any medium or vehicle: paragraphs.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Readers of\u00a0broadsheets\u00a0(such as\u00a0<em>The New York Times<\/em>) look at headlines first. Readers of\u00a0tabloids\u00a0(such as the\u00a0<em>New York Daily News<\/em>) look at photos first.<\/p>\n<p>Note what doesn&#8217;t make the list: Paragraphs.<\/p>\n<p>How are using these primary entry points to pull readers into your message?<\/p>\n<p><strong>Display copy draws eyes in print.<\/strong> Here\u2019s what readers \u201cprocess,\u201d or see, in print, according to &#8220;Eyes On the News,&#8221; a study by\u00a0The Poynter Institute:<\/p>\n<ul>\n<li><strong>Artwork<\/strong>: 80%<\/li>\n<li><strong>Photos<\/strong>: 75%<\/li>\n<li><strong>Headlines<\/strong>: 56%<\/li>\n<li><strong>Briefs<\/strong>: 31%<\/li>\n<li><strong>Captions<\/strong>: 29%<\/li>\n<li><strong>Text<\/strong>: 25% (This number is actually high, the researchers said, because testing prototypes produce better numbers than real publications.)<\/li>\n<\/ul>\n<p>There&#8217;s no doubt about it: The biggest ROI you&#8217;re going to get on your writing time and effort in any medium is the work you put into your display copy.<\/p>\n<p><strong>Make the most of your display copy.<\/strong><\/p>\n<p>With well-written display copy, you can:<\/p>\n<ul>\n<li><strong>Draw readers in<\/strong> by pointing out interesting facts that can transform flippers and skimmers into readers.<\/li>\n<li><strong>Break copy up<\/strong>, making it <strong><em>look<\/em><\/strong> easier to read. And the easier it looks to read, the more likely people will read it.<\/li>\n<li><strong>Communicate to nonreaders <\/strong>by lifting your ideas off the page or screen.<\/li>\n<li><strong>Help readers remember.<\/strong> Average students remember more from reading pieces that include \u201csignaling\u201d devices like\u00a0display copy\u00a0than from those that don\u2019t, found reading researcher Bonnie J. F. Meyer in a 1979 study. Use this display copy superpower to cement your ideas in your readers&#8217; heads, as well.<\/li>\n<\/ul>\n<p style=\"text-align: center; font-weight: bold;\">Do you have a system for reaching nonreaders with display copy? If not, how are you reaching the 79% of your visitors who don&#8217;t read paragraphs?<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Because \u2018readers\u2019 don\u2019t read<\/p>\n","protected":false},"author":6,"featured_media":26261,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[65],"tags":[237,345,390,398],"class_list":{"0":"post-16998","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-microcontent","9":"tag-readers","10":"tag-web","11":"tag-writers","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why is micro content important?<\/title>\n<meta name=\"description\" content=\"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why is micro content important?\" \/>\n<meta property=\"og:description\" content=\"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ann.wylie.33\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-28T14:53:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-16T15:03:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-fb.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Wylie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Why is micro content important?\" \/>\n<meta name=\"twitter:description\" content=\"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-tw.png\" \/>\n<meta name=\"twitter:creator\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:site\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Wylie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\"},\"author\":{\"name\":\"Ann Wylie\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\"},\"headline\":\"Why is micro content important?\",\"datePublished\":\"2021-03-28T14:53:09+00:00\",\"dateModified\":\"2024-01-16T15:03:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\"},\"wordCount\":1158,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\",\"keywords\":[\"Microcontent\",\"readers\",\"web\",\"writers\"],\"articleSection\":[\"Display copy\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\",\"url\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\",\"name\":\"Why is micro content important?\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\",\"datePublished\":\"2021-03-28T14:53:09+00:00\",\"dateModified\":\"2024-01-16T15:03:32+00:00\",\"description\":\"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png\",\"width\":441,\"height\":300,\"caption\":\"Your message\u2019s billboard Reach flippers, skimmers and other nonreaders with display copy. Image by Myimagine\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.wyliecomm.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Writing and editing\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Display copy\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/display-copy\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Why is micro content important?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wyliecomm.com\/#website\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"name\":\"Wylie Communications, Inc.\",\"description\":\"Writing workshops, communication consulting and writing services\",\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wyliecomm.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\",\"name\":\"Wylie Communications Inc.\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"width\":300,\"height\":300,\"caption\":\"Wylie Communications Inc.\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/WylieCommunications\",\"https:\/\/x.com\/AnnWylie\",\"https:\/\/www.instagram.com\/wyliecomm\/\",\"https:\/\/www.linkedin.com\/company\/wylie-communications-inc-\",\"https:\/\/www.pinterest.com\/wyliecomminc\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\",\"name\":\"Ann Wylie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"caption\":\"Ann Wylie\"},\"description\":\"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.\",\"sameAs\":[\"https:\/\/www.facebook.com\/ann.wylie.33\",\"https:\/\/x.com\/AnnWylie\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why is micro content important?","description":"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/","og_locale":"en_US","og_type":"article","og_title":"Why is micro content important?","og_description":"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.","og_url":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/","og_site_name":"Wylie Communications, Inc.","article_publisher":"https:\/\/www.facebook.com\/WylieCommunications","article_author":"https:\/\/www.facebook.com\/ann.wylie.33","article_published_time":"2021-03-28T14:53:09+00:00","article_modified_time":"2024-01-16T15:03:32+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-fb.png","type":"image\/png"}],"author":"Ann Wylie","twitter_card":"summary_large_image","twitter_title":"Why is micro content important?","twitter_description":"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.","twitter_image":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important-tw.png","twitter_creator":"@AnnWylie","twitter_site":"@AnnWylie","twitter_misc":{"Written by":"Ann Wylie","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#article","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/"},"author":{"name":"Ann Wylie","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e"},"headline":"Why is micro content important?","datePublished":"2021-03-28T14:53:09+00:00","dateModified":"2024-01-16T15:03:32+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/"},"wordCount":1158,"commentCount":2,"publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png","keywords":["Microcontent","readers","web","writers"],"articleSection":["Display copy"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/","url":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/","name":"Why is micro content important?","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png","datePublished":"2021-03-28T14:53:09+00:00","dateModified":"2024-01-16T15:03:32+00:00","description":"Your message\u2019s billboard: Reach flippers, skimmers and other nonreaders with display copy.","breadcrumb":{"@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#primaryimage","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png","width":441,"height":300,"caption":"Your message\u2019s billboard Reach flippers, skimmers and other nonreaders with display copy. Image by Myimagine"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wyliecomm.com\/2021\/03\/why-is-micro-content-important\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.wyliecomm.com\/"},{"@type":"ListItem","position":2,"name":"Writing and editing","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/"},{"@type":"ListItem","position":3,"name":"Display copy","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/display-copy\/"},{"@type":"ListItem","position":4,"name":"Why is micro content important?"}]},{"@type":"WebSite","@id":"https:\/\/www.wyliecomm.com\/#website","url":"https:\/\/www.wyliecomm.com\/","name":"Wylie Communications, Inc.","description":"Writing workshops, communication consulting and writing services","publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wyliecomm.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wyliecomm.com\/#organization","name":"Wylie Communications Inc.","url":"https:\/\/www.wyliecomm.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","width":300,"height":300,"caption":"Wylie Communications Inc."},"image":{"@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/WylieCommunications","https:\/\/x.com\/AnnWylie","https:\/\/www.instagram.com\/wyliecomm\/","https:\/\/www.linkedin.com\/company\/wylie-communications-inc-","https:\/\/www.pinterest.com\/wyliecomminc\/"]},{"@type":"Person","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e","name":"Ann Wylie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","caption":"Ann Wylie"},"description":"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.","sameAs":["https:\/\/www.facebook.com\/ann.wylie.33","https:\/\/x.com\/AnnWylie"]}]}},"jetpack_featured_media_url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/why-is-micro-content-important.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4rlSw-4qa","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/16998"}],"collection":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/comments?post=16998"}],"version-history":[{"count":0,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/16998\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media\/26261"}],"wp:attachment":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media?parent=16998"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/categories?post=16998"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/tags?post=16998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}