Writing for Online Audiences

More often than not, content writers and creators, stumble across the dilemma regarding the content length for an online audience. Who hasn´t encountered one of those awkward situations where you created some online content that you thought was brilliant, a game-changer, or a creative masterpiece and you end up observing how your potential audience (at best) simply scan through your content?

Offline versus Online: The Endless dilemma

We must bear in mind, that online content should differ from its offline counterpart. There is a special pleasure that comes from reading a book on the train or at the beach that you will never encounter when reading online content. First, offline content is usually warmer, easier on the eye, and invites analysis and reflection. 

Online content on the other hand is aimed at distracted readers who are looking for a specific benefit. Online readers are constantly flooded with information, so the need to multitask and consume online data quickly and efficiently leaves them with shorter attention spans. Efficiency and time are of the essence here.

Best Practices for Online Content Creation

Keeping this in mind, here are a few best practices for successful content writing:

Start with a Bang 

Killer opening sentences and eye-catching headers are golden for you. All’s well that ends well might sound good, but here make sure you create impact from the very beginning.

Know your audience

Before you create any content, make sure you are aware of the queries your audience has, which keywords generate high search volumes for the topics you want to write about, and ensure these fit in organically in your text

3-2-1 Action! 

Call to Action (CTA’s) strategically placed around your site is what your audience is looking for. They will find your content interesting and well crafted, (no doubt), but they´re reached your landing page in search of something concrete (buy a T-Shirt, fill in a contact form, etc.).  If the user does not find it easy to interact with your site, chances are they will sooner than later abandon. 

One voice

 keep a steady writing style being true to your tone of voice and attitude. An erratic content style conveys a lack of direction and erodes trust. 

Be honest

Don’t try to be what you are not. You are not Kerouac or Bukowski so don’t write online content trying to imitate them (or your favored author). Accept the online audience for what it is. 

Make us rich

Unless you write for a non-profit blog, you are creating, editing, and publishing content for a company. Everyone from start-ups to multinationals has a website because they want to use it as a source of income. Make sure both you as well as your content are aligned with the business needs of your organization. If not, think why? And act upon it. 

Don’t overdo it

Remember to stick to the adequate length. It should be consistent with SEO good practices (800 words recommended) and address user experience at the same time (be brief, stick to the point and remove superfluous information)

Things to Remember with Online Content 

To sum, up When creating online content, ensure this is aligned with your company’s goals,  it facilitates conversions, matches real queries from real-life users, and is relevant.