When it comes to online media - like Web content, blog posts, landing pages and even email copy - there are two things to keep in mind:

1. The main goal is to keep your human readers satisfied with readable, relevant content. 
2. Equally important is to ensure that your human readers can find your content.

Writing content that is effective for the reader and the search engine can be challenging, but the rewards are well worth the effort. Good online content reassures readers that they've arrived at the right destination, and provides search engines with the information they need to send highly targeted traffic to your site.  When it comes to writing for online purposes, here are a few practical tips:

• Make it short and sweet: Keep content succinct by using short, easy-to-scan sentences and paragraphs.
• Keep it scan-friendly: Make it easy for readers to find what they're looking for by using formatting techniques that create clear, accessible content, e.g.: 

Subtitles in combination with heading tags

Bold or italicized text to highlight key points

Bullet points or numbered lists

• Create an enriching experience: Include hyperlinks and, if applicable, multimedia within your text.  Use both as a way to provide a richer user experience and to support your claims with complimentary data.
• Stay on topic:  Don't jump all over the place - keep your theme concise and relevant.
• Use keywords wisely: Identify the keywords and keyword phrases that drive your best traffic, then incorporate them throughout your text - without overdoing it.

Creating Authentic Content

One of the challenges of creating online content is conquering the 'what should we write' factor.  If you're uncertain what topics you could or should write about, you’re not alone.  Creating 'authentic' content--content that supports search engine optimization (SEO), the user experience and your organization's perspective on issues--can seem like a daunting task.

So what do you write?  Examine your top keyword searches and write content that explains your company's unique perspective or controversial viewpoint on that particular subject. Gather your customers' most common questions and write landing pages that provide answers.  Look at your competitors' Web sites and see what information they've covered that your Web site is lacking.

Bringing Traditional Media Lessons Online

When writing for 'new' media, are there things that we can learn from more traditional media outlets like newspapers?  There certainly are.  Creating a sense of credibility - by performing diligent research and citing sources when appropriate - is the most profound lesson. 

As you write your Web site, blog post or other online copy, keep in mind the question, 'Why should I believe you?' and then strive to address that question in your content without it ever needing to be asked.  For example, if you say your service is considered number one, cite the organization that gave you the award, or provide a link to glowing customer testimonials. 

Credibility is important, but there are other factors to consider:

• Don't sacrifice quality for brevity:  When trying to create succinct, easy-to-read content, resist the temptation to cut corners on the content quality or accuracy.  It doesn't matter how short and punchy it is if it's poorly written or contains misinformation - in fact, this kind of content will harm your brand more than it would ever help it.
• Create and maintain accurate content: One misstated fact or typo in the middle of a sentence can call into question the veracity of every other word on your site - it creates psychological noise because it begs the question, 'If they got this wrong, what else did they get wrong that I just haven't noticed?'  Invest in the services of a skilled fact checker and editor to ensure that the content you've created is both meaningful and accurate.

Creating content that serves your SEO goals while also providing your human readers with the information they need can be challenging - but it’s not impossible.  By making content easy to scan, identifying 'authentic' topics and ensuring credibility, you'll be well on your way to generating higher search engine rankings, as well as satisfying and informing your readers.

For more information on writing for specific types of 'new' media, check out these additional resources:

• Writing Web Content That Delivers Results
• Creating Messages for PDA Readers
• Crafting a Compelling Text Message
• Email Subject Lines: 15 Rules to Write Them Right
• 20 Tips for Better B2B Newsletter Content 
• 8 Tips for a Stronger Call to Action 
• Optimized for Readership: Bots are Important - But So Are Your Readers

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