In this series, we will cover some of the first 60 days of integrating social media into your overall business strategy.
Day Three – Writing for the Web and Eye Rests
Objective: To begin to write specifically for the web-based reader and their reading and sharing habits.
Tools: Your new blogware platform (WordPress? Typepad? Blogger?). Notice I didn't say MS Word.
Writing for the Web
Writing for the web is different. Different from most print journalism. Probably much different than what your English teacher taught you back in the day.
One reason is because the readers read differently. Another is the dynamic nature of web pages with hyperlinks, moving parts, and back buttons. If we are to write with the reader in mind (and who and how they might share what you've written), we must be aware of their reading habits.
A post I always require my students to read is Blog Posting – Give Them Eye Rests.
Slow Down Their Scroll
Readers on the web are scanners and surfers. They scroll and move on in the fast lane. Even if you writing is great, they still may not slow down. Help them navigate safely by providing rest stops along the super-information highway. These "speed bumps" might include:
- Bold text your take-away phrases (a 7-10 word phrase is better than a single keyword)
- An image that helps tell the story (preferably positioned on the right of the text)
- A list, either bullets or numbered (you don't have to love these, but know that readers do)
- Hyperlink text (instead of spelling out the 5 W's & H, link to them — contextually)
By giving these "gifts" to the reader, they are more likely to remember what you've written (at least the bold take-away), and they are more likely to share it with others (it's good AND easy-to-read)
Readers will stick with you if you are considerate of their habits. Think about how you read on the web. Do you scroll and scan or read every line?
See what I mean?
Note that during these 60 days, I would have about 20 face-to-face or live conversations (Skype or other form of video/screen sharing). The other days are self-paced — though plenty of homework.
You can get this series emailed to you in a gradual release format (one-a-day for 60 days). FInd out how you can get started today.
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Find Your Social Media ROI
I hear it from a lot of business owners: “Where is the ROI with all this Social Media?“ If this is a question you ask yourself, maybe we should work together a bit more. We can work together solo, or via a professional learning community. Find and increase your ROI. There is a “there” there.
