F shape - people scan horizontally across the top partthen horizontally a little lowerand finish by scrolling vertically down the left side
Headlines – information carrying, specific, information scentSubheadings – bold, breaks up textBullets or numbered lists – most popular blog post (lists)
Short paragraphs and sentences5 lines maxUse punctuation, esp parentheses, sparinglyLeft justifyBlock quotesClarity, brief, get to the point quickly – first 2 paragraphs
VoiceConversational – leads someone to replyActive , not passive voiceInformal conversational Sarcasm - doesn’t translate wellRead it aloud, how does it sound? Edit for conversational tone.
Conversation promptsBe topical, timely. End with a question, not yes/no answerSolicit stories, anecdotes, examplesRespond to all comments
Negativity happens despite our best efforts. Criticism vs. getting personal, or being offensive – refer to guidelinesSelf-promotion or spamhttp://www.flickr.com/photos/roboppy/2191761216/http://www.flickr.com/photos/school_of_witt/4735205238/
way to keep creator’s copyright while allowing certain uses of their work — a “some rights reserved” approach to copyright, results in pool of content that can be copied, distributed, edited, remixed and built upon, all within the boundaries of copyright law.
Writing for the Web Deirdre Reid March 3, 2011 Institute of Food Technologists