Daily Archives: March 24, 2011

The Checklist: How to Write and Format Web Content | Search Engine Journal

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Writing for the Web is not like writing a college paper (thank goodness), which means you probably don’t have a lot of practice at ideal formatting. Unlike the world of academia where literally millennia have gone into developing forms and formats, webpages have only had a couple brief decades to find their bearings. To help those still in the early phases of writing web content (a.k.a. the phase of confusion and panic), here is a basic checklist to go through before publishing work.

Are My Sentences Too Long?

Every sentence will express a very different thought, so variation is natural and even good in writing. However, sentences that extend too long will simply confuse and infuriate readers. Try to keep your sentences no longer than about 40 words, which equates to about two lines in average web publications.

Are My Paragraphs Too Long?

Advice varies on how long paragraphs should be, but the general consensus is they should be “edible.” What this means for the standard user is typically somewhere around three to five lines of text, or roughly 50 to 100 words. Variation is certainly acceptable, but it shouldn’t extend too far beyond the crunch three to five lines.

Are My Sentences Too Complex?

Are you using several independent clauses, all joined together, one after another, in a series of commas that seems to never end, running on forever like it’s being chased, kind of like I’m doing now; perhaps it doesn’t even end with a typical period but instead continues, frivolously, self-interjecting, whisking around – like it’s beating brownie batter! – and, in the end, doing nothing more than confusing all your readers. There can be something elegant and beautiful about complex sentences, but they diminish reader comprehension and patience.

As a general standard, try not to have more than two independent clauses in a sentence (that will usually mean no more than one comma) and use abnormal punctuation sparingly. Sentences that are currently too complex can easily be re-cast into multiple sentences or slightly new phrasing.

Are My Headlines Active?

Drawing readers in is even more important on the Web, where the article title may be all some potential visitors have to go off of. Make your headlines interesting and active by including numbers (such as 6Plot Threads Famous Movies Forgot to Resolve), clear indications of the use of the information (such as the “how to” mentioned in the title of this article), and energetic adjectives (such as The World’s Creepiest Plants).

Is My Headline Too Long?

The headline should only take up one line of text, which means that it shouldn’t exceed about 50 characters (assuming you’re using a standard H1 tag size). That’s roughly six to eight words of content, varying pretty broadly dependent on how long the words you use are.

Do I Have an Introduction?

Even with the best headline in the world, you will want to introduce the content to come. This can be anything from a two line summary of what you’re about to say to a five line background on how the industry was started. The point is that you should prepare readers so that your direction and organization are both clear before you present your data, arguments, or other content.

Have I Proofread This Piece?

Nothing says “I don’t care” quite like a blatant tiepoh in the middle of your piece. Most people require at least a couple proofings before they catch all the errors, and even then some are bound to slip through. Make sure you’re taking the necessary precautions by doing your due diligence even after the final paragraph is written; just because you’ve finished writing doesn’t mean the article is complete.

Am I Inviting Feedback?

While it won’t always make sense to do so, most places where you are publishing web content probably allow for reader comments. Capitalize on this by inviting users to leave comments. The most effective approach tends to be providing one or two specific questions to stir conversation and get the ball rolling.

Keep in mind, as a rule, that rules should regularly be broken. What about you? Which of the above rules is it nearly impossible for you to prevent yourself from bending in each article?

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11 Pro Tips for Better Business Blogging

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word imageScott Gerber is a serial entrepreneur, syndicated columnist, public speaker and author of Never Get a “Real” Job. The content of this post was sourced from the Young Entrepreneur Council, a non-profit led by the world’s top young entrepreneurs. You can submit your questions to this group on YoungEntrepreneurCouncil.com.

Blogging isn’t easy — and certainly not for individuals who don’t have the capacity or desire to commit their minds and time to a long-term cause. In an age where everyone and their mother has access to Blogger, Tumblr, Posterous or other flavor-of-the-year services, getting your blog to be well-trafficked, highly syndicated and massively popular is no easy task.

Know this before you consider blogging as a marketing option for your business: Even though you can write a blog, doesn’t mean you should. Not every business needs one, no matter what the “one-size-fits-all” startup books and “experts” say. In fact, for most businesses, it will be an utter waste of precious selling time that will not meet your expectations. Cutting corners or half-assing this exercise will do nothing more than lead you to produce advertorial dribble.

Should you decide that blogging is the right marketing vehicle for you and/or your business, know that there are many tried-and-true ways to organically build traction, create awareness over time and achieve value for your small business. I asked a panel of successful young entrepreneurs how to ensure that your blogging efforts remain on point, effective and primed for success.

1. Become an Industry Expert

stefanie imageUse the blog to position yourself as an industry expert. Write about what’s going on at your company, but also consolidate important and interesting industry happenings so that others will look to you as a resource and expert in the field. Make your blog worth reading by collecting valuable content and making it easier to stay on top of for readers.

– Stephanie Kaplan

Company: HerCampus.com

Twitter: @StephanieKaplan

Facebook: Stephanie Kaplan

2. Always Be Adding Value

Devesh imageAbsolutely don’t create a advertorial time drain … We have plenty of those around! Write something that adds value instead. Write something that educates, inspires, and informs your audience. Real life stories written by readers are the best way to keep the content engaging. Success stories in your genre/industry could be a great start to involve masses at both ends, creating and consuming content.

– Devesh Dwivedi

Company: BreakingThe9to5Jail.com

Twitter: @Break9to5Jail

Facebook: BreakingThe0to5Jail

3. Blogging Is a Big Commitment

Matt imageIf you’re not willing to put the hard and persistent effort into building an audience over a prolonged period of time, your best bet might be to look at guest writing opportunities on existing blogs, websites, email newsletters or even in print publications which have large and established readerships. Every publisher and media company is always looking for quality contributors who deliver value.

– Matt Mickiewicz

Company: 99designs.com

Twitter: @sitepointmatt

4. Reader Loyalty Cannot Be Bought

kent imageThere is no overnight method to create a respected and popular blog. Remember, general “hits” are insignificant compared to loyal readers — and there is no way to build loyalty immediately. Focus on providing excellent content by balancing both company insights and personality. A good blog to model for you may be 37 Signals‘. Then use social media platforms to share your posts wherever possible.

– Kent Healy

Company: TheUncommonLife.com

Twitter: @Kent_Healy

Facebook: Kent Healy

5. Network, Share and Repeat

Ashley image“If you build it, they will come” is not how it works with blogs and websites. You need to focus on creating unique content, and when you do post something, be sure to share it with everyone in your network. Never underestimate those in your network because they may just be the people who become your voices.

– Ashley Bodi

Company: BusinessBeware.biz

Twitter: @businessbeware

Facebook: Ashley Bodi

6. Be Passionate, and Show Your Readers Some Love

Adam imageAs we know, anyone can set up a blog in a day or so, but it takes quite a bit more work to be a superb blogger and start realizing the real benefits of blogging. Creating entertaining and informative posts based on specific experiences and statistics is a fast track way to grow a loyal readership. Show your readers that their comments are appreciated, make sure you respond to them!

– Adam Toren

Company: YoungEntrepreneur.com

Twitter: @thebizguy

Facebook: Young Entrepreneurs

7. Solve Your Readers’ Problems

Natalie imageToo many companies focus the company blog on promoting a product line and trying to make more sales rather than focusing on solving readers’ problems. Think of questions and concerns your audience has or better yet, ask them. Then address those concerns on the blog. For example, a mechanic shop can discuss car maintenance tips and tell readers what they need to know before buying a new car.

– Natalie MacNeil

Company: She Takes on the World

Twitter: @nataliemacneil

Facebook: She Takes on the World

8. Don’t Start a Blog, Just Write for Other Blogs

Eric imageIf you aren’t willing to commit to developing a high quality blog (it’s hard), then don’t start one. Instead, develop relationships with other successful bloggers in your industry. Ask whether you can write an occasional blog post for them and point back to your company website. This is a great way to optimize your exposure and stay non-committal about writing a regular blog post.

– Eric Bahn

Company: BeatTheGMAT.com

Twitter: @beatthegmat

Facebook: BeatTheGMAT

9. Know Thy Audience

Elizabeth imageYour blog content should appeal first and foremost to your customers and potential customers. Think about what they would want to read and form your content around meeting their needs in a unique way. To increase readership, you can include links to these articles in your company email newsletter.

– Elizabeth Saunders

Company: Real Life E®

Twitter: @RealLifeE

Facebook: TimeCoaching

10. Remember the Two Month Rule

Ryan imageBlogging won’t be a successful marketing avenue for you overnight. It might never be. Here’s a good test: The first two months of starting a blog are the most difficult because it feels like nobody is reading. If you can keep yourself focused on a topic and remain consistent over that first two month period then you probably have what it takes to run a successful blog. If you can’t, just stop.

– Ryan Paugh

Company: Brazen Careerist

Twitter: @ryanpaugh

Facebook: Ryan Paugh

11. Interview the Big Dogs

Jared imageInterviews are a great source of content and allow you to tap into others networks. Find the experts in your industry and especially the experts with an online presence who will mention the interview.

– Jared O’Toole

Company: Under30CEO.com

Twitter: @JaredOToole

Interested in more Business resources? Check out Mashable Explore, a new way to discover information on your favorite Mashable topics.

Image courtesy of Flickr, aaaMaria Reyes-McDavis

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