4 Rules for Writing Short-form Content That Delivers Maximum Impact

Publishing high-quality content on your website is crucial to make your business stand out. So you have to make sure that every piece of content created for your business delivers the maximum impact.

Making it shareable can also help because it allows you to earn quality backlinks. As a result, more people will trust your company.

But creating this kind of content is not as easy as you think. It entails a considerable amount of time and effort. Also, you have to make sure that it is brief and concise so readers will read it until the very end.

To help you out, here are four rules to follow when writing short-form content to ensure that it creates a huge impact.

Rule #1: Be inclusive and objective

People will look into your website or read posts related to your business because they have a need or want that should be satisfied. And only well-researched web copy can provide the most dependable solutions for what they are looking for.

Readers must feel that they were educated after reading your content. They must see you as someone who has an in-depth understanding of the industry, not just a company that sells products and services.

Basically, your content must catch the attention of the right audience, and inform and engage them. Aim to write an objective article and not a sales brochure. Most importantly, it should be convincing, in the sense that the readers will consider your organization as a go-to solution for their problems.

Rule #2: Follow the 3-30-3 principle

The 3-30-3 principle is important when creating short-form content. This applies to web copies, banner advertising, press releases, brochures and magazine articles.

How it works

  • You need to catch a reader’s attention within the first three seconds of looking at your piece of content. So make sure to portray yourself as a reliable source and that your content is informative. Come up with a title that encourages people to read more. Ideally, it should mention the benefits readers can get from it.

  • For the next 30 seconds, the reader will decide if your content deserves their time by checking out the first few paragraphs. Thus, you have to make sure that your introduction connects with your readers, conveying what they can gain from a precise yet manageable action.

  • An on-target introduction will make the readers grant you another three minutes to check what your content wants to say or prove. This is where you should build your case, regardless of how difficult the business issue is or how excellent your offerings are. For instance, share the benefits of solving the problem now, and don’t forget to divide the body of your post using subheadings that indicate the main point of the paragraphs below it.

Rule #3: Use the language of the reader when writing

To make sure that you are writing in the language of your readers, you have to identify who your target audience is. In case you will have two different audiences, you must write your content considering these two audiences by using different words in the subheadings and making sure that some parts of the copy relate to the pain points of each audience.

Regardless of who your audience is, make sure to prioritize giving numbers, facts and statistics instead of adjectives. And don’t forget to mention where you got these numbers, whether it is from an independent research, third-party sources, or your own research.

Rule #4: Let a specialist create your content

Companies often let their product managers, tech professionals or engineers create their content. Although these people have an in-depth knowledge of your products and how they work, nothing beats the knowledge and expertise of a content specialist when it comes to enticing and engaging your target audience.

Well-written web copy will increase your company’s credibility. It helps to position your business as an industry expert because it provides information that solves problems that are meaningful to your readers.

Letting a freelance copywriter create your content is your best option. This professional will help your brand communicate effectively with your target audience by persuading them that your company has the right know-how and expertise to solve their problem, without being too promotional.


Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s expe­rience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analyt­ical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.