Return on Engagement, 2nd Edition

Chapter SixWriting for the Web

The secret to creating consistently good writing is constraints. You want all your inspiration and innovation to go to creating irresistible information and entertainment, not to dithering over voice and structure.

In this chapter, we cover how to create a set of practical web writing guidelines that everyone in your organization can use to create stellar content.

Cross-Content Guidelines

Here are some guidelines that may be applied to all types of content you create: web, blog, social media, etc.

Start with Strategy

First things first: who are you writing for and what do you want them to do? Always start with a quick review of your strategy to make sure goal and target audience drive the process of content creation. ...