Content writing.
Writing content has its own style; not out of vanity, but practicality. Standards are set for all writers to stick to and techniques are used to give content its own personality and tone.
We’re all used to writing something, whether it’s a text message (SMS) to a friend, email to a colleague, or report for publication. Each of these has its own style, and we’re used to which is which, switching appropriately as we need to. Writing content is no different, it too has a defining style and should be used when needed.
Too often, the importance of writing content is overlooked. Because people write in other forms regularly, they assume they can write content using these other styles and standards. However, supposed you were asked to write a romantic comedy novel? Or turn an industry technical document into marketing blurb? Would you be as confident if you’re only used to texting friends, or emailing colleagues?
Content writing is niche. It’s written and presented in particular ways to capture a reader’s eye and convey clear instructions. It uses a set of styles and techniques to make it easy for the audience to read and understand.
Editorial.
The beauty of language, particularly the English language, is the same thing can be written in many ways. This gives the writer freedom to express themselves how they wish. However, this can have its downside if you’re trying to maintain consistency.
A novel commonly has one author. Flick to any page in any chapter and the style and language used is the same as any other. This is because the same person wrote it and instinctively knew what they were trying to achieve.
However, do the same with a newspaper. Flick to any article on any page and see if it’s written in the same style as any other. Oh, hang on, it does! Why? Out of luck? Of course not, it’s down to planning.
Newspapers and magazines have long since used an editorial style guide to set a consistent standard. Unlike one author writing an entire book, papers have lots of contributors. To avoid a mishmash of styles, each is asked to write in the paper’s style, not their own.
This approach translates well to online content. Often, many writers are contributing copy for pages. Depending upon their background they’re bound to write it in a different style. To clear up any ambiguities, an editorial style guide can be used. It covers all the possible permutations you as an organization can have, and enforces one consistent approach for everyone to follow.
Now, it’s not possible to say that every organization’s style should be the same. Instead this should be individual to you. It’s part of what gives you and your content its personality. But there are some common areas a style guide would normally address for everyone.
Language
The language you use depends entirely on the audience you are targeting. 'Everyday' people need 'everyday' words, so in this case keep it simple. However, fellow professionals or industries-insiders will share an understanding of your jargon and terminology. Where you have a mix, it's probably not a good idea to alienate one group, so opt for an inclusive language.Tone
The tone of your writing should reflect how you want your organization to be perceived. Uptight and formal, or hanging with the kids? Are you intellectual, funny, witty, formal, chatty or engaging? Are you speaking to your audience as equals and friends on a first-name basis. Or are you more professional, preferring to use sir, madam and their last name? Your tone is often enforced by your overall brand. But don't let any perceived tones dictate how you think you should write. Does insurance have to be written in legalize? Being different might stand you out from the crowd!Voice
You can achieve a voice through your writing by constructing sentences to suit how you speak, not how you generally write. Talk aloud and see if it sounds natural. If not, change it so you speak more comfortably. Also, talk directly to your audience in the first person (I say this to you). It's better than in the third person style - business x helps its customers.Spelling
Spelling mostly isn't up for debate. Words are written in a particular way and they are either correct or not. Although, as the internet crosses continents and languages, not everyone spells the same. If you're based in England aiming at an English audience, your copy should most probably avoid Americanisms. Although, what if you're a global organisation? You may want to pick one preferable style. Plus, consider acronyms. Are they capitalised or lowercase? Do you write them fully first or expect the reader to know without explanation?Design
Most traditional print editorial guides also cover design relating to the page layout. Online this is slightly different. Much of a page's look is often controlled by an overarching style sheet, dictating colour, font, size, positioning, justification etc. As a writer, you shouldn't play with these settings, merely deploy them within your piece as necessary. Headers come in various sizes, determined by a H1, H2, H3 etc tag. Text can be selected as a paragraph, it can be bold, italic, underlined. It can be 'pulled out' or 'indented' within a page. Dictate how and when each should be used.Presentation
Look past the words written to the overarching presentation style. Headlines can be 'Title Case' or 'Sentence case'. The day, date & time has a multitude combinations, and online, links can be be the actual web URL, or key words hyperlinked. Adopting a consistent presentation will mean each page looks and feels the same.
Style.
While there is always room for individual interpretation on style, an overarching best practice guide sets the general direction you should take when applying an online style to your writing.
Headlines
Headlines should be descriptive yet concise. They should summarize what someone's about to read. Puns don't work online, and I question if questions are suitable either. Headlines also help with search optimisation.Sub-headers
Sub-headings are short headings positioned throughout the body of text. They help capture a reader's attention for the whole article by summarizing what the preceding paragraphs cover. Sub headings also help with search optimization.Links
The web is founded on linking, so adding them is integral. The style links use can differ, by either writing out the web url, www.thisisaweblink.com, or hyperlinking the key words, This is a weblink. What style is down to you, but it's best to pick one and stick to it.Sentences
Sentences should be short. It's easier to digest and scan this way. It's best to have one or two points each time, rather than ramble on and on. Cut out the waffle. The more concise the sentence, the better.Paragraphs
Paragraphs should only be a few sentences long. This helps to visually break up large block of text. Long paragraphs are daunting to read and harder to scan.Lists
Lists are a good way to get points across where you have a large amount of body text.- they are eye-catching
- they stand out from the body text
- they are short and concise
- they can be scanned easily
Techniques.
What makes online content truly different than other written forms? It’s still using all the same words after all. The difference is it considers its surroundings and adjusts itself accordingly. This in itself is not unique, newspapers, television, radio and novels all do this too, only their techniques are not online techniques.
Online, getting and keeping the attention of an audience is very difficult. Reading on a screen is still more straining on the eyes than on paper. Plus the clickable nature of the web means someone can come and go in a fleeting second, if they didn’t find the answer they were looking for.
Grabbing someone’s attention and keeping it, giving them quick, easy, clear information and instructions are the name of the game. Here’s how to do it.
Engaging
Grab people's attention. Not aimlessly, but by highlighting your the key points or features that will instinctively engage. The web is an active medium. Users click, scroll and interact. They arrive at information of their own doing, and just as easily disappear from it. Text needs to grab attention to keep people reading.Scannable
Screens are hard to read from, especially smaller smartphones. As well, web pages often have lots going on to distract; other links to click and advertising flashing for attention. To compensate, text needs to be scannable and easy to read at a glance. Use clear headers, short sentences and neatly laid-out pages to help.Concise
Say what you mean from the off. Don't use flowery adjectives when they're not needed. All too often online copy contains pointless blurb that really isn't necessary. 'This page contains information about...' - do we really care? Cut to the chase, we've arrived on this page, tell us what we want to know, NOW!Consistent
The editorial guide above covers ways to keep writing consistent. It's important to follow to build comfort and trust with your audience. We all know how frustrating it is when a supermarket moves items on the shelves within the store. The same applies to online content; not only from where it's located, but how it's written and presented. Have one voice at all times.Pyramid style
While we'd like to think someone reads every word on every page, the fact is, they don't. They'll start at the top and work down. They'll pick out any sub-headers and see if it appeals, and if not, they're gone. To combat, we use a pyramid writing style. Put simply, this mirrors people's actions. It takes the most important point and puts it at the top, prioritizing other points in order down the page.Calls to action
As the online world is a active medium, it requires the audience to do things. To read another page, you need to click, to pay for a purchase, you need to click, and so on. Drawing these options and tasks out and highlighting them is helpful and beneficial. To doing so we use 'calls to action'. These are words that invite you to do something and make it clear what they're offering. 'Transfer your money', or 'Buy this item now'.
