Writing for online readers is very different from writing for an offline audience. A good article won’t necessarily be suitable for internet users. In the same way, a “successful” online article may not be that compelling when taken off the web. There are innate characteristics you should take into consideration when writing for an online audience. Keeping the principles of web marketing in mind is important. Below are some tips that will enable you to write articles that are more relevant to the target audience:
Know the Reader
Write and edit with the readers’ internet behaviour in mind. For example, usability tests reveal that readers tend to scan rather than read web pages. Because so much information is available, people who use the internet often tend to dig deeper to find information. This is unlike television viewers and print readers who passively take the information presented in front of them.
Think Different, Be Different
Literally all kinds of information are available on the internet these days. So think different. What will make you stand out? Find out the best story to tell and think of a compelling way to tell that story. Include videos, audios, graphics, links, etc. when appropriate. If necessary, collaborate with graphic artists and video producers to stress your point.
Customise News Gathering
Ask yourself, “What kind of website am I running?” TV reporters tend to look for sound bites and videos that capture emotion on camera. Journalists conduct research and interviews to find information. As a website owner, determine which type of medium will suit the audience best. It can come in the form of videos, audios, articles, or a combination of two or more of these methods.
Write Tightly
It is always best to write in active form when you’re talking to an online audience. The content should be tighter than print materials while at the same time it should be more detailed than short news reports. Use simple and declarative narration to avoid long clauses. Each conveyed idea should flow logically to the next. Keep in mind that it is important to use strong nouns and verbs to write a lively prose.
Take the Time to Explain
With other website owners scrambling to post the latest news on their website, you may feel pressure-bound to do the same. Yet, this 24/7 mentality might not get you anywhere. Speed is important but an even more critical factor is for readers to understand what’s going on. People want to know not only what happened but also why it matters to them.
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