Specificity is more than just a five-syllable word (which is hard to say five times fast).It’s one of the deciding factors that get people to read your content. Think about it this way.What makes you search for stuff on Google?Odds are you’ve got a question you need answered or a challenge you’re trying to solve. So, the thing you’re going to read is the one that most directly promises to address your query. And consider the kind of content that grabs your attention.What makes you click on an article when you’re cruising your favorite blog? Or click a link when you’re scrolling through a newsletter?If you’re anything like me, it’s probably a curiosity-piquing topic that promises to satisfy your curiosity in exchange for a few minutes of your time.And there’s nothing wrong with long-form content, but...While big, broad whitepapers have an important purpose, I believe the average reader wants quick value with minimal interruption to their busy workdays. Personally, when I’m consuming content, I want near-instant gratification. Maximum value for minimal time investment so I can move on with my day.Guilty as charged.But here’s the thing…Your members are probably the same. So, it’s your job to give them what they want. Here’s an example...Don’t try to write a massive article about How To Do Social Media that crams every idea imaginable into a single piece of content. Instead, take that big idea and address all the facets of it individually, like…

• How to Use Instagram Reels to Market Your Business for Free
• 10 Tips to Get Your Posts Noticed by Using Hashtags Properly
• Creating Lead-Generating LinkedIn Ads in 5 Simple Steps

Remember... Vague, ambiguous content generally leaves people with more questions than answers--and that’s counterproductive. But being specific makes your article much more likely to get clicked--and to be worth your reader’s time and attention.