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Anyone near the world of content marketing understands the importance of writing. Well-chosen words strung together with care are the heart of any modern SEO strategy.

Current and topical writing in blog posts help businesses become relevant for current and prospective customers. 

If you are one of those people, you probably also understand one other hard truth: A lot of the stuff we write doesn't really get read. People are busy, and it's hard to pay attention to a whole blog post and certainly a whole book with everything else clamoring for attention.

But what if a reader could read, and totally comprehend, a 300-word post in 30 seconds? Before that truck commercial is over, the whole blog is read.

Imagine readers could invest only two minutes, and take in all of a 1,200-word blog? They wouldn't be skimming, they'd see and comprehend every word. They'd know if you were padding, too.

Think about it. Let it soak in. A lot of people might actually read that business blog. They might download an Ebook and want to read every word, not just look at the illustrations and file it away. 

That's a little scary to lots of people. Now your writing has to flow. You won't be able to just goof around with words. You need to have something worthwhile to say. 

All that is just hypothetical, you may be saying to yourself. There’s no chance that the average reader is going to see a fourfold increase in reading speed.

Introducing... Spritz

It’s not typically good advice to tell the reader to go look at another page in the midst of a post, but go ahead and look, and then come back. Once you realize that just about anyone will be able to read at 1,000 words per minute, everything changes. Everything.

This is not science fiction. If you clicked over there you saw that thing and probably got to 1,000 words per minute with ease. 

That tool works right now. 

Spritz is not a 'content summarizer.' We’ve seen those come and go. It is a tool to get ALL of the words into your head with better comprehension at least four times faster, using technology and an understanding of the way the brain and the eyes interact with the units we know as 'words.' And it can all be done with a widget.

You may remember a time when there were zero blogs with a 'likes' widget on the page, and then suddenly every blog had some sort of widget.

Now imagine that every blog post has a widget that invites readers to read the text with Spritz technology, perhaps perhaps on a mobile device or on Google Glass. You don’t see that at all right now. A year from now will that be the case? Two years?

There’s an expression derived from the American West, 'Time to Cowboy Up.' It means that it’s time to get serious about the task at hand using all of the best people you have at your disposal. Business operators use a variation when a contractual conflict becomes intractable, 'Time to Lawyer Up.'

Well, there’s a new version I’m introducing today. 'It’s time to Writer Up.' 

If you had a content strategy before that consisted of trying to get a post or two a month up on a business blog, it’s time to 'Writer Up'. 

If you were doing OK before by purchasing a raft of copy, probably produced in some offshore sweatshop, it’s definitely time for you to Writer Up. Crappy, thin copy with no flow and no real added value will soon be as obvious on your site as a GIF that doesn’t load.

Agencies staffed with marketing and graphics experts who are trying to force non-writers into their discomfort zone by making them write… It’s time to Writer Up.

If you are big enough, you need to create a position of Editor in Chief or Chief Content Officer, and it needs to be someone who knows the difference between the subjunctive and the subject.

You need someone who can spot an active verb from across a dimly lit tavern. Luckily there’s lots of talent out there, mostly underemployed. You’ll have to learn to speak their language, to work with them on their own terms. If you do, the payoff will be huge.

If you are still small enough that outsourcing makes sense, you better know your service provider, and make sure that they are doing all they can to keep the quality of writing high while also making sure that they have the capacity to handle your writing needs as they grow and grow.

Of course… You could wait until Spritz is everywhere, realize that all your competitors are already creating content of a quality and quantity that you can now read with stunning speed and THEN think that you need to do something about it, but… Well, we’ve all seen that movie. It doesn’t end well.

The speed of change in business just keeps accelerating, and now technology is going to pour some more gas on that fire. 

It’s time to Writer Up.

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Published 7 March, 2014 by Scott Yates

is a writer turned founder of the blog writing service BlogMutt and a contributor to Econsultancy. He lives in the US state of Colorado, but is not a cowboy. He can be found on Google Plus, Facebook, Twitter and LinkedIn. He also blogs here

2 more posts from this author

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Carol Rucker

This sounds great. I avoid reading documents and books on my smartphone because I hate the logistics of reading all of those words on such a tiny screen. I can see Spritzing as the next big thing in content.

over 2 years ago

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Monica Bullock

OMG! As a lifelong speed reader, this was so much easier on my eyes. I am really excited about his technology, not just as a reader but as a writer as well. This is simply brilliant! Thanks for the write up.
I'm ready to "writer up!"

over 2 years ago

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Manoj Kusshwaha

Nice article you give a new idea for blogging and u=it seems very effective

over 2 years ago

Pete Austin

Pete Austin, CTO at Fresh Relevance

Interesting piece. I have an Expermiental Psychology degree and already do leisure reading at 1000+ WPM. I can also scan things like legal documents or technical specs at faster than this, which is basically a party trick but sometimes useful. So I am aware of the issues. But here's the thing...

When reading for work, I am never just reading. It's always mixed with thinking. I'll rush along until I get to something interesting, but then I need to stop for a bit to digest the implications, before I continue.

Unless I can pause spitz, then resume slightly before the place I paused, and do so easily and naturally, then it would be useless to me. And I assume also useless to the other business people that I'm interested in communicating with. But this post don't mention pausing.

================================

Here's a comment on this subject, from "Vigilant Gambit" who has tried spritz...

I've been reading A Study in Scarlet using the Readline extension. I've noticed that the extension seems a little less refined than the demos. It can't deal with certain kinds of punctuation well, for example, and the positioning is a little off.

But you can customize the read speed. You don't need the words to fly by at 500 wpm if you can't handle it. I've been trying to stay at 400 and I still notice that I'm missing a few words here and there. It also doesn't pause for periods long enough.

I feel like the biggest determining factor of the usefulness of this thing in general is your understanding of the words anyway. If there are a ton of words that you don't encounter very often, that you might need an extra instant to comprehend, you end up losing it if you don't pause.

http://www.neogaf.com/forum/showthread.php?t=780215

over 2 years ago

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Anthony Leaton

This tech is actually very old-hat and Spritz just have very good PR and that's it. Many speed reading products have a HUGE userbase.

If Scott Yates had researched the article he'd have found there's lots of older alternatives that have been on the market sometime.

The differences are cost, red dot and word positioning. Otherwise, Spritz offers a repacketed shiny technology.

Examples include Spreeder http://www.spreeder.com/index.php and EyeQ https://www.youtube.com/watch?v=2UZVhwB4iY4.

over 2 years ago

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Scott Yates, Founder at BlogMutt

I'm not sure why there's so much animas about this. I do understand that Spritz didn't invent speed-reading, but it seems to be the first company that's created something that could be turned into a widget and used widely by any blog.

Technology is meaningless if not available to be used just as a painting may be beautiful but if it's in a shed what good is that?

I also understand that the first version may not be perfect, but in the tech community there's an expression: If you aren't embarrassed by what you are putting out to the public you waited too long to release it.

My view is that getting this thing used by lots of people in lots of ways is the best way to improve it.

over 2 years ago

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cameron burns

...How does this turbocharge content marketing?

over 2 years ago

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