The following resource was developed by RESYST for a research uptake and digital communications workshop held in Bangkok, Thailand. In this resource: - Understand how users read on the web - Basic principles of writing for the web - Review different types of written web content including blogs - Blog writing structure Find more: http://resyst.lshtm.ac.uk/resources/resource-bank-research-uptake

1. Writing for the web
Becky Wolfe and Sephy Valuks
11-13 February 2018
Bangkok, Thailand
http://resyst.lshtm.ac.uk
@RESYSTresearch

2. Day 2: Objectives
- Understand how users read on the web and basic principles of
writing for the web
- Review different types of written web content including blogs
- Write a blog
- Produce a chart/graphic for your blog using Infogram
- Edit a photo/image to include in your blog using Pablo

3. How users read on the web
- Rarely read word by word (16% of people) – instead they scan the
page, picking out individual words and sentences
- Short attention spans – research found that on average webpage
users only read 20% of content
F shaped pattern
- Favour LHS
- First line
- Headlines

4. Principles of writing for the web
1. Write scannable content:
- Highlight keywords – could be through a hyperlink, or bold
- Use headings, sub-headings, photos, quotes to break the page
- Use bullet points and numbered lists
- Keep paragraphs short using plenty of white space
- Use simple language

5. Principles of writing for the web
2. Frontload the information
Academic writing style Web writing style
Conclusion and essential
information
Supporting
information
Details;
related
infoConclusion
Background and
arguments
Introduction

6. Principles of writing for the web
3. Make copy easy to read
- One paragraph per idea (it’s ok to use a single sentence paragraph)
- Short words in short sentences (15-20 words)
- Simple, everyday language
- Avoid jargon or overly technical phrases
- Spell out and explain acronyms and abbreviations
- Write using an active voice

10. SciDev.net
- ‘Speed read’ – 3 bullet points
- Hyperlinks – work as
highlights
- Short paragraphs
- Most important information in
1st paragraph
- Quote helps to break up text

11. Resource
summary
• Brief description of a research output
e.g. journal article, brief
• Link to full resource
• 150-250 words
Event
information
• Details about an upcoming event
• Intended audience, date, venue
• Background information – e.g. About
the speakers
News item • Share important piece of relevant
news
• Short <300 words
• Must be timely
• Short expiration date
Types of written content

12. Webpage
content
• Background information about
research projects, programme,
organisation
• Static information
Case study • Real life stories (of impact)
• 500 words
• Background, overview of impact, links
to resources and references
Research
summary
• Information about research project
• Background, purpose of the research
• Study methods
• Researchers involved
Types of written content

13. Types of written content
Lists Resource lists
§ E.g. 5 things…
§ Popular and easy to
follow
Resource lists
§ Outline of key
reading materials
(with links) on a
subject matter
§ Annotated
bibliography
contains summaries
of each document

14. Interviews,
Q&A
• Background information about
research projects, programme,
organisation
• Static information
How to guides • E.g.How to conduct gender analysis,
how to write for the web
• Guidelines/PPT presentations aimed at
capacity building
• For other researchers / students
Profile posts • Focusing on a specific person
• Background, what they are working
• Interesting information
Types of written content

15. Types of written content - blogs
“A regularly updated website or webpage, typically run by an
individual or small group that is written in an informal or
conversational style”
- Allows for interaction, collaboration, co-creation

16. Blog - comments

17. Difference between a blog and a journal article
Source: Mollett et al (2017)
Blog Journal article
Length 800-1,000 words 8,000 words
Frequency Weekly, monthly Yearly
Time to
publication
Days Months/years
Multimedia Colour, audio, visual Black and white charts
Audience
numbers
Potentially thousands Hundreds, thousands
Availability Paywall unless open
access
Open access

18. • Give researchers space to write and share new ideas, views and
opinions more freely than journal publications or research papers
• Highlight research: Blog based on a research article boosts
publications of core article itself
• Reach wider audiences beyond academia including journalists,
policymakers and general public
• Can influence the media and steer narratives
• Policy discussions: USA – blogs used as evidence by legislators
• UK - Academic blogs a growing source of information for
policymakers and civil servants
Benefits of a blog for researchers

19. Impact of blogging on article views and downloads

20. Academic blogs
Research institutions
London School of Economics
- 10 academic blogs
- LSE staff, students, external
contributors
- 70,000 users every week
- Academic insights aimed at
citizens, journalists and
policymakers
- Book reviews, analysis, lists,

21. Academic blogs
Research programmes
RESYST
- 1 blog post a month
- Contributions from RESYST
including researchers,
communications specialists
- Highlight new research and
resources
- Link research to current
events
- Experiences at workshops

22. Academic blogs
Academic journals
PLOS blogs
- International blog on key
knowledge and implementation
gaps in global health
- Written by staff and external
contributors
- Latest scientific evidence, policy
and population health impact
- Requests for posts on specific
health topics

23. Blogs linking journalism and academia
- Media outlines using blogs
from the academic and
research community as
content
The Conversation:
www.theconversation.com
- Online and print outputs
- Monthly online audience of
5.2 million users onsite and
35m through CC
republication
- 400,000 academic authors

24. How to write a blog
Before you start:
§ What will you write about?
§ Who are the target audiences?
§ Where will you post the blog?
§ Blog structure
- Title
- Introductory paragraph
- Main body of the blog post
- Supporting info
Interesting title
Introductory
paragraph
Body of text
Figures/photos
Author bio
Supporting info

25. What to write about
- About your research
- Background and aim of the research to introduce readers to a new
project
- Research findings
- Research updates / diary
- e.g. thoughts on how to tackle a research question
- Commentary
- Based on current events with a direct hook linking to your research in
some way
- Topics might include: Issues that have a major impact, involvement of
high profile organisations, controversial topics, unusual topics, stories
with a human element
- Conference report

26. Turning research outputs into a blog
- Journal article
- Key findings written up as a blog article
- Link policy implications to current event or
news story
- List of resources on a topic from a literature
review
- Research protocol
- Background to the research and why it is
important – link to current event
- Innovative research approach
- Conference or meeting notes

27. Blog structure
Title
- Try to tell the readers clearly and simply what you found out
- Less than 140 characters
- Include key words that others are likely to search for
- Could be in the form of a question

28. Blog structure
Short introductory paragraph
- 1-2 sentences outlines the main message for the reader to take
away
- Should encapsulate what the story is about, why it is interesting

29. Blog structure
Main body of the blog post
1. Start high-impact: e.g. startling fact, quote, key statistic
2. Context
- Background to current event you’re commenting on
- A problem or question you set out to solve
- Details about the event or conference you attended
3. Explain the core of your message
- What did your research efforts discover or conclude
- What do you make of your key findings or conclusions
4. Unpack the message
- Highlighting up to 3 specific aspects
5. End in a decisive and interesting way
- Sum up your argument
- Next steps or future developments

30. Blog structure
Supporting information
- Title of your long article with a clear
link to it (hyperlink)
- List of related information that the
reader may find interesting
- Author ‘bio’
- Organisational position
- Link to social media/email
- Recent publications

31. Style and tone
- Obey the principles of good writing and writing for the web
- Write with your audience in mind
- Language – UK/US english
- Generalist, international audience
- Formal/informal style
- Keep jargon to a minimum
- Length: aim for 1,000 words or less
- Sub-headings to divide the content into manageable chunks
- Use visual aids: e.g. tables, charts, photos

32. Activity: start writing your blog
- Start writing a draft of a blog
- See template in handout pack
- 12 pm - swap your draft with a colleague
- Read your colleague’s work and give them feedback

33. Acknowledgements
§ Mollett et al Communicating your research with social media: A practical guide to using blogs,
podcasts, data visualisations and video.
§ How to write a blogpost from your journal article in eleven easy steps.