In school, I was always very good at spelling and grammar. And I don't remember learning how to read. It felt natural when I started writing creatively.
For me, writing to create an emotional response is an entirely different form of writing than, for example, a 5 paragraph essay for your high school English teacher.
But as I immersed myself in digital marketing, I developed a capacity for switching between writing forms, styles, and voices. I slip into client voices; I craft content differently depending on its purpose.
Writing for digital content requires a very different set of rules than many of us were taught, and it may not feel natural. In this article, you’ll take away three key elements to writing for your organization’s digital audience — starting with understanding your audience’s needs.
Know Your Audience’s Needs
Every piece of content you write — every single one — needs to start with the same question: How can I make this piece valuable to my donors, program participants, or volunteers?
But to answer that question, you need to know your audience’s intent when they engage with your social media, emails, or blogs. Do they need information and resources? Are they comparing your services with other organizations? Could they be looking for ways to get involved?
Before you start writing, make sure your content outline addresses your audience’s intentions. It can be difficult to know for sure — but you can always write more content! For now, simply focus on one engaging post at a time.
Break Your English Teacher’s Rules
Do you still write your content with 4-6 sentences in every paragraph? Do you think it’s a crime to start a sentence with ‘and’ or ‘but’?
It’s okay — but it’s time to update your writing style for digital spaces.
In digital writing, spacing is more important than a definitive paragraph. Section headings matter a lot — for SEO reasons and for easy reading. We all know that we scan text and rarely read every word. Beat our decreasing attention spans by making it easy for your readers!
Check Readability and Accessibility
Finally, we need to talk about readability and making text accessible.
The average American reads at a 7th or 8th grade level. That means that a significant portion of your audience is at that average reading level. We can't make our audiences work to connect with our missions.
Many digital tools will review your draft and offer advice on how to reduce the reading level. A few places to start usually include making sentences shorter, breaking up paragraphs, or using smaller words.
Writing for Digital Content
Armed with these three tips, do you know how to determine what’s valuable to your readers? Do you know how to speak to their intention in engaging with your organization?
Will you break your content into more readable chunks? Will you break with your English teacher’s old school rules?
If the answer to these questions is yes, you’re ready to get started again. But if that answer is no, reach out to us at Sunrise Communication Strategy today. We’ll help get your digital content on track and reaching your audience.