A sample of P-I-C-K elements that can increase engagement with and learning of digital content.
FIRST, EXPLANATORY* HEADLINES instantly inform ALL three types of users.
Traditional titles, descriptive or "teasing" headlines retain only readers who have time and interest to learn the meaning. How many MORE users would engage if they obtained specifics from the headline or tweet?
BEGIN AND END WITH TEXT
Generic photos or long videos may attract attention initially, but compelling text retains more users.
These users are online with no specific motivations. Scanners exhibit "situational interest" meaning whatever catches their attention. < CLICK FOR MORE >
These users seek / search for something specific - such as a sports score- but they spend little to no time on other content. < CLICK FOR MORE >
These are the user with the time and individual interest (meaning longer-term motivation) to read pages of text and engage with other content. < CLICK FOR MORE >
EMBED AN EXPLANATORY* PHOTO IN THE FIRST PARAGRAPH.
This is more engaging than starting with a generic photo or a long video.
EXPLANATORY* SUBHEADS (OR BULLET POINTS LISTS) ASSIST SCANNERS AND SEEKERSThink of these as one comprehensive outline of the main points similar to bold text on this page.
STRATEGICALLY COMBINE EXPLANATORY* PHOTOS, GRAPHICS AND SHORT VIDEO CLIPS WITH TEXT
This sounds easier than it is. Multimedia is current. Multiple media cognitively overwhelms.
* EXPLANATORY CONTENT REQUIRES ADDITIONAL TIME AND ATTENTION TO PRODUCE.