{"id":15949,"date":"2017-11-16T08:09:52","date_gmt":"2017-11-16T14:09:52","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=15949"},"modified":"2025-06-17T09:49:42","modified_gmt":"2025-06-17T14:49:42","slug":"key-writing-online-content","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/key-writing-online-content\/","title":{"rendered":"What\u2019s the Key to Writing Online Content? It\u2019s KISS \u2013 with a Twist"},"content":{"rendered":"
\"Writing<\/a>
kenary820\/shutterstock.com<\/figcaption><\/figure>\n

WARNING! When writing online content<\/a>,\u00a0you must resist the temptation to write lengthy marketing copy for the sake of filling up the infinite space of the internet.<\/p>\n

In other words, Keep It Simple \u2013 and Short<\/em>.<\/p>\n

There\u2019s a reason the \u201ctl;dr\u201d concept was created. \u201cToo long, didn\u2019t read\u201d is a snarky response to people rambling on and on, whether it\u2019s a blog or social media post or some other online content.<\/p>\n

When Writing Online Content, Remember to KISS<\/h2>\n

Traditionally, when you read the acronym KISS, the phrase keep it simple, stupid <\/em>probably comes to mind. Well, that\u2019s a little harsh. For today\u2019s lesson, let\u2019s remember this \u2013\u00a0keep it simple, short<\/em><\/a>.<\/p>\n

Why? Because you have an increasingly short amount of time \u2013 some people believe it\u2019s now as little as two to five seconds \u2013 before someone clicks away.<\/p>\n

Between shrinking attention spans, people using multiple screens at once (my record is five: desktop, two laptops, phone and tablet), and our general FOMO (Fear of Missing Out), there\u2019s one surefire way to increase the chances of your online content being read: Brevity<\/em>.<\/p>\n

\u00a0A Short-Course on the Components of Writing Online Content<\/h3>\n

So here\u2019s how to keep your writing simple \u2013 and short \u2013 for today\u2019s online realities:<\/p>\n

Website<\/span><\/p>\n

This is probably your most important online content<\/a>. It needs to be comprehensive, since this is where people will go to learn about your business. But it doesn\u2019t need to be long and boring.<\/p>\n

Short, impactful sentences help your readers get through your content faster. Keep long, explanatory copy limited to sub-pages, or even to downloadable PDFs (especially for things like product brochures).<\/p>\n

Be clear, to-the-point, and customer-focused. Show them why your company\/product\/service is worth another click, and another click, and then hopefully their business.<\/p>\n

PRO TIP:<\/em><\/strong> Keep your paragraphs short, too. One to two sentences, in most cases. This isn\u2019t that academic writing you did in high school or college. It should be reader-friendly, since it\u2019s a crucial part of engaging people on the customer journey.<\/em><\/p>\n

Emails<\/span><\/p>\n

You\u2019re in someone\u2019s inbox \u2013 you\u2019ve got \u2019em! You\u2019ll be tempted to bombard them with all kinds of great things about all you have to offer.<\/p>\n

Don\u2019t.<\/p>\n

Your emails should actually be super-short<\/a>. Be respectful of your reader\u2019s time and email clutter.<\/p>\n

Your open rate \u00ad\u00ad\u2013 the percentage of people who actually click to open\/read your email \u2013 is often crazy-low. So if you DO get someone to open your message, get right to the point.<\/p>\n

Address them in a friendly way, and tell them how your product\/service can help them. Then hit them with the Call to Action (CTA).<\/p>\n

PRO TIP: <\/em><\/strong>The faster you get to the point, the more likely they are to click through to wherever it is you want to send them. And the more valuable they find your emails, the less likely they are to unsubscribe.<\/em><\/p>\n

Blogs<\/span><\/p>\n

On the interwebz, you\u2019ll find all kinds of \u201chelpful\u201d insights on blog writing, with titles such as How to Launch Your Business Blog With 4 Quick Posts<\/em>, The ABCs of Writing Website Content That Won\u2019t Bore People<\/em>, 6 Ways To Nail Your Blog Promotion Using SM<\/em>, and so on.<\/p>\n

In general, most of the above applies \u2013 use a strong customer focus, short sentences, etc. Remember that your blog is pretty much the friendly \u201cvoice\u201d that represents your business. And your voice shouldn\u2019t be boring or long-winded!<\/p>\n

And breaking up your blog posts<\/a> into sections can improve your reader\u2019s experience, too.<\/p>\n

PRO TIP:<\/em><\/strong> Some folks feel that there\u2019s value in extra-long blog posts, and that search engines reward you for bigger word counts. That may be true, but I\u2019m about quality over quantity when it comes to blogs. I try to stick to a word count range of 300 to 800 words. But don\u2019t freak out if you go over, especially if it\u2019s interesting\/valuable content for your readers!<\/em><\/p>\n

Social Media<\/span><\/p>\n

A quick run-through of writing for the \u201cbig three\u201d social media<\/a> channels:<\/p>\n