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2 - How to write it

Great online storytelling

A great storyteller makes the story. We've collected some general principles and tips that will enable you to tell your stories online like a pro.

Find a writing process that works, here are some suggestions that work well for us:

1. Outline, then write
Since people consume information online, as opposed to the more leisurely feet-on-desk, chair-tilted-back experience we have with magazines, we need to get right to the point as quickly as possible, within the first or second sentences. So, outline first. Start with the reason(s) the reader should care about what you are writing--the thesis of your post--and then list the points or premises upon which your argument is built. This approach will tighten your writing up right away.

2. Write, right away
The best time to write is when you are inspired to share something. If you are, sit down and start writing your outline. If you don't have time to continue on to a draft or final version, you can always come back to it.

Create meaningful content, not advertorial:

3. Be humble
Don't just consider the positive aspects of the activities of your company. Talk about what falls short of expectations, and why. Nothing builds authenticity and trust better. Consumers expect you and your business to be honest, not perfect.

4. Use a conversational tone
Try presenting stories as though you are at a dinner party, asking for input, inviting a discussion. Focus on "why" rather than "what," when discussing experiences or accomplishments.

The following list is a great compilation of best practices from problogger.net:

5. Make your opinion known
People like blogs, they like blogs because they are written by people and not corporations. People want to know what people think, crazy as it sounds they want to know what you think. Tell them exactly what you think using the least amount of words possible. (Readers are going to want to get to know real people, not read official statements of your company.)

6. Link like crazy
Support your post with links to other web pages that are contextual to your post, especially those from blogs and news sites that you'd like to return the favor, if there is even an opportunity.

7. Keep it short
A long post is easier to forget and harder to get into. A short post is the opposite. 250 words is great for quick news bites, 750 is plenty for more in-depth stories.

8. Make Headlines snappy
Contain your whole argument or subject in your headline. Check out National newspapers to see how they do it.

9. Make your posts easy to scan
Every few paragraphs insert a sub heading. Make sentences and headlines short and to the point. Use lists, when appropriate. We all love them, and they structure info in an easily digestible format.

10. Be consistent with your style
People like to know what to expect, once you have settled on a style for your audience stick to it.

11. Litter the post with Keywords
Think about what keywords people would use to search for your post and include them in the body text and headers. Of course, make sure the keyword placement is natural and does not seem out of place.

12. Edit your post
Good writing is in the editing. Before you hit the submit button, re-read your post and cut out the stuff that you don’t need.

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