The Blog on Branding

Not All Writing is Equal – Writing for the Web vs. Print

Starting as a a tool for Generation Y’s self-expression, blogging has boomed over the past decade as an arena for grassroots political and social commentary and debate, for sharing celebrity buzz (Perez Hilton, anyone?) and for marketing powerfully.

Because of the massive amount of information available on the web, readers read less and spend less time on individual portions of web content (blogs, articles, video) than they would on print content.

“Blogging is the tool of Generation Y—and it’s booming.”


What this means for bloggers is that they must make their blog clear, concise and fresh in order to provide the information that readers are seeking and keep them coming back for more.

Here are the top tips for effective blog entry writing:

1. Tailor your writing to web users’ reading patterns
2. Write clearly and concisely
3. Make writing blog entries enjoyable

A study by Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer shows that readers read, on average, 28% of the words on a webpage.

However, as little as 20% is more likely – that’s like reading Moby Dick in 200 pages. Web users don’t want to mess around with fluff.

Nielsen Norman Group recently conducted eyetracking studies that showed that users experience web articles in an F shape, reading intently the introduction and first sentences of each paragraph, then losing interest over the course of the article.

Therefore, the goal of the blogger is to tailor their writing for how readers experience the web.

Here’s how to tailor it:

• Put the most important information at the top of the page and in the first sentences of each paragraph.
  • The introduction should clearly state the point in the entry
  • The first sentence of each paragraph should serve as a mini introduction, stating the one idea to be discussed in the paragraph.

This lets the reader know what is about to be discussed, and if they are interested by the introductions, will be more likely to continue reading the supporting information.

“No one wants to read Moby Dick online, so keep your posts concise.”



Also, consider putting actionable words (verbs) at the beginning of sentences and phrases – this will help readers get to the point.

While writing quality in scholarly works may require the author to fully engage the topic at hand and use a large vocabulary, writing quality on the web calls instead for concise presentation of only the most useful information using clear, easy to understand language and structure.

Quality writing online is about successfully conveying a message – this calls for not losing the reader’s attention.

When confronted with huge chunks of text, web users often:

• Become intimidated
• Lose their place
• Get eye strain

In addition, electronic text takes 25% longer to read than printed text. As a result, readers do not read web content as thoroughly as print.

Therefore, it is important to create content that is:

• Clear
• Useful
• Succinct

Successful web authors use scannable text to keep readers interested.

Scannable text uses the following:

1. Keyword in special fonts, colors, or with a hyperlink
2. Bulleted lists
3. One idea per paragraph
4. Fewer words
5. Starting with the main point and following up with supporting content

“Make your text scannable… and easy on the eyeballs.”

Keep readers from halting by using common words – don’t use “big” words.

Instead of saying:

“A new study is indicative of a positive correlation between alcohol intake and cigarette consumption.”

Say:

“A new study may show that people who drink more alcohol tend to smoke more cigarettes.”

Basically, write like you would run a business – efficiently.

In this business, each word is like a dollar in a budget, and like how a business must make each dollar count, every word must count.

• Write about things that interest both you and your target audience, welcoming discussion and input.
• Keep the content fresh.
  • Readers who return to your blog and see the same content will be less likely to make a third visit.)
• Bring some of your personality to the table.
  • Readers come to blogs expecting something different than what they encounter in print media.
  • Inputting some of your own personality and opinions can make even the most boring subject an interesting read.

By making writing enjoyable, keeping your blog up to date and letting some personality shine through, your readers will enjoy their visit more.

Cassie Wallace Cassie Wallace would never use the word antidisestablishmentarianism in an article. Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.