Key Takeaways
- • You don’t need 3,000-word articles to provide value – short, focused pieces work better
- • Skip the lengthy intro; put your key points at the very top where people actually read
- • Most readers never scroll past 40% of your page, so front-load the value
- • AI can help you write faster without sacrificing quality (if you use it right)
Why are you still paying premium rates for mediocre content?
Here’s what used to happen: you’d hire an expensive copywriter who claimed to be an “expert in everything.” You’d pay premium rates, wait weeks, and get back… well, just another article. Nothing special. Nothing that actually moved the needle for your business.
The truth? These so-called experts created complexity around writing to justify their fees. They convinced business owners that content creation was some kind of magic that only a chosen few could master. (I covered this exact phenomenon in this article about SEO contractors – same concept, different field.)
But here’s the good news: those times are over.
What changed about the content people actually want to read?
The kind of content people consume changed dramatically. Actually, what changed is who’s consuming it and how they’re doing it.
People want instant value the moment they land on your page. They’re not spending 15 minutes trying to decode your beautifully crafted introduction. Many don’t even read the article on your site – they copy-paste the URL into ChatGPT, Claude, or Gemini and ask for a summary.
So why spend hours creating an art piece when you could just deliver value directly on the page?
The reality is simple: if you don’t provide value in the first two screens, most visitors leave and never come back. That’s not a guess – people rarely scroll past 40% of your page length.
What’s the right structure for articles that actually get read?
Forget everything you learned about article structure. Here’s what works now:
- Key takeaways right at the top (just like this article)
- Short intro that sets context
- Article body with clear, question-based headers
- Brief summary at the end
Keep the entire thing between 4,000-5,000 characters. Short and focused beats long and elaborate every time.
The key is creating focused, snackable pieces full of actual value. One thought at a time. One point at a time. No fluff, no filler, no generic statements that could apply to any article in your industry.
Why do your section headers sound like everyone else’s?
Generic section headers throughout your article provide zero value. “Best Practices” or “Key Considerations” tells readers nothing and doesn’t help them scan.
Your headers need to represent the actual questions readers have in their mind. Not what sounds professional or impressive – what people are genuinely wondering when they’re looking for specific information within your article.
This applies to your online visibility efforts too. When someone searches for help, they’re asking a question. Your content should answer it directly, starting with the title.
How should you format articles for people who don’t actually read?
Most people don’t read – they scan. Your formatting needs to support this behavior.
Use bold text strategically to highlight key points, but don’t overdo it. Use bullet points when listing items, but not for every paragraph. The goal is balance. Make it easy to skim while still being readable for those who want more detail.
One critical rule: don’t start sentences with bold phrases. That’s the telltale sign of AI-generated content, and it makes everything harder to read.
What does the actual writing process look like now?
Here’s my current process:
I define what I want to talk about. I pick one main point to communicate. Then I jot down whatever comes to mind – no structure, no perfection, just thoughts. I run it through AI, spend a few minutes prompting to refine it, and I’m done.
The entire process, from draft to published article with formatting and everything, takes me about 30 minutes. It used to take 4 hours.
That’s not about cutting corners – it’s about focusing on what matters. The value is in your knowledge and perspective, not in spending hours perfecting sentence structure or agonizing over transitions.
Summary
Creating valuable content doesn’t require expensive writers or hours of work anymore. Put your key insights at the top where people will actually see them. Keep articles short and focused. Use AI to help with the writing process, but make sure your voice and expertise shine through. Most importantly, stop creating content the old way and start delivering immediate value to your readers.