This isn’t a post about why writing for the Internet is better, easier, or more profitable but rather an article about the difference between print writing and writing for the web – the difference is less than you may think.
Headline – Take a look at any captivating magazine headline and you’re also looking at a great online headline. I’m looking at the O at Home winter issue and the headlines are:
- The Cheapskate’s Guide to Home Renovation
- The Easiest Dinner Party You’ll Ever Host
- 21 Fresh, Can’t-Fail Paint Pallettes
- Shrink your heating bill – 10 tips that can save you big-time
Each headline, though written for a magazine, is a perfect online headline. They contain search-able keywords like Home Renovation, Dinner Party, Heating Bill. They also offer tips and how to advice – again ideal content for online consumption.
Structure – A good online article or blog post will have the same basic structure a print article will have. That includes an introductory paragraph which outlines the theme or topic of the article. You’ll also have at least three body paragraphs which support the main introductory paragraph and a conclusion. However, an internet article differs in the formatting. Because online reading is a bit more brief that say sitting down and reading the newspaper or a magazine article – it needs to be formatted for the medium.
That means short paragraphs, bullet-ed lists, and bold font for thoughts and ideas you want to draw attention to. It also means subheadings both for Search Engine Optimization as well as easy reading.
Substance - Internet content gets a bad rap for lacking substance. No facts, no quotes, no proof. That of course depends on what the article’s intentions are. If it’s to share information about how to knit a scarf then quotes and facts are largely unnecessary. If it’s an article about how to cut your personal debt in half then quotes and facts are quite necessary.
That being said, Internet content allows for a much more personal connection with the reader. Yes, some columns found in magazines and newspapers are very personal and those writers are exceptional writers, however because Internet content is so easily consumed a personal connection is a fantastic way to enhance content.
When it’s all said and done, writing for the Internet is more about communicating with people in a transparent and authentic manner. Yes, information must be shared and readers are reading Internet content for the same reasons they read print content – to learn and be entertained – however the personal connection is much more important. The majority of Internet content is made available to generate a following, an audience, and many times customers or advertising profits. Authenticity and transparency in a world of competing content and too much fluff is essential.
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