BlogWorld & New Media Expo Blog, June 21, 2011
I have less than 30 seconds to capture your attention with this post, so here goes: if you read some, most or all of the next 750 words or so, you will know how to write Web copy that is more useful to readers of your blog.
Online Readers Are Different
Seems pretty obvious, right? But the fact is, many of us still write the same way online as we do for books, magazine articles and other long-form and traditional print mediums. The fact is, recent research shows that online readers use vastly different sections of the brain than offline readers. In short, the brain is conditioned to skip around when online reading, as clicking on a link that will reward the brain with new images and content.
With offline readers, we can take our time and develop points with long blocks of text and narrative, and with fewer visual elements. Offline reading rewards the brain that slips into a state of deeper concentration.