Best Practices: Writing for Online PublicationPeople don’t read on the internet (they skim)
Users…aka your web visitors‘Users are JacokNielsenselfish,lazy, andruthless.’
How do people read on the internet?• Web is an active medium• People are on a mission• Users spend 80% of their time “above the fold”
9 tricks – Writing for webTrick 1: Write relevant content
9 tricks – Writing for webTrick 2: Get to the point. Immediately!
9 tricks – Writing for webTrick 3: One idea per paragraph
9 tricks – Writing for webTrick 4: Lists are great!• But please• No more• Than• Seven• Items• Per• list
9 tricks – Writing for webTrick 5: Use active writing Active voice example: Samantha loves cats. Passive voice example: Cats are loved by Samantha
9 tricks – Writing for webTrick 6: Short. Sentences. Please
9 tricks – Writing for webTrick 7: Internal sub headings
9 tricks – Writing for webTrick 8: Link your copy to more info
9 tricks – Writing for webPROOF READ
Blog writing that works
Blog writing: titles - Will the FBI Turn Off the Internet on March 8, 2012? - Hairstyles for Bridesmaids: 3 Different Styles, 3 Easy Steps! - Why IT Should Step Away From Adobe Flash - What Are The Top 10 Baseball Movies? - Is Cloud Computing Right for Your Company? - Beyonce Losing the Baby Weight: Secrets Revealed!
From BBC: Clearest titles ever • Italy buries first quake victims • Romania blamed over Moldova riots • Ten arrested in UK anti-terrorism raids • Villagers hurt in West Bank clash • Mass Thai protest over leadership • Iran accuses journalist of spying
Blog writing: length• People aren’t going to spend long on your page. Make your point and make it quickly.• They want quick, easy access to info• Can you get your point across in 200 words? Or 1,000?• Content is king
Blog writing: in linkingIt’s selfish, butwe like tokeep peopleon our site.
Blog writing: in-linking- Use highly relevant links- Link back to your cornerstone content- This matters for search engines rankings- Makes content easier to scan
Successful Blogging Trends• Write from the heart• Be insanely useful• Think of your audience• Interact with readers• Give them a reason to come back (anticipation)