Writing for digital in comparison to press

Having content that can be repurposed and utilised across a number of different marketing touchpoints is a good approach. However, marketing teams need to be very aware that the way in which content is presented for online and for traditional press are very different.

If content creators give ample consideration to the following elements of their digital content, they won’t go too far wrong.


When it comes to the structure of your content on a webpage, it needs to be presented in a way that makes it easily scannable.

Eye-tracking study results from the Nielsen Norman Group show that content is now read in an F pattern. The study revealed that the first lines of text on a page receive more attention along with the first few words on the left of each line of text.

The E shape is also worth considering as readers jump towards the end of the content for summary and/or conclusions.

Readers of online content are more likely to be scrollers with short attention spans and therefore captivating them and delivering your message in as quick a time-frame as possible is the challenge.

Therefore, keep the content concise and to the point and ensure as they move through the piece, it avoids being repetitive or labouring a particular point.

To read more about the difference between writing for digital and for press, check out our latest AgriLand article here

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