Writing content for the internet is nowhere near the same as creating content for any other medium. But why? The answer is simple: People digest information differently online.
Good writing is good writing, but you still need to tell a story that entertains your target audience and is right for the medium. Most people scan web pages for information whereas print readers are more inclined to read articles from top to bottom. This is the main reason so many successful print writers have difficulty adapting to writing for the web. The biggest difference between reading content online and in print lies within the complexity of researching alternative sources. For instance, if you buy a magazine, chances are, you will throw it away if it gets boring. I'm not going to go back to the shop and continually buy different ones hoping to find what I want. On the other hand, if I am reading online, I behave quite differently. I have no problem scanning a website and going to another if I don't find what I am looking for.
Unfortunately, most people don't realize that no matter how talented they are, creating quality content for the internet is about knowing how to engage with their target audience. If writers don't take the time to research who is reading their content, where they are from, and why they are visiting their page, they're unable to maintain a steady flow of visitors.
Although it may be a real downer, particularly for those who love writing, most of your website visitors aren't that interested in reading your content. They are interested in your products or services and want to extract any useful information you have to offer. If people can't quickly find what they are looking for, chances are they'll leave and look at other websites to find what they want. If you want to build a following, you need to speak their language. Writing in short paragraphs with short sentences works well. Readers don't want to scroll up and down to find what they need. They want it served to them on fine china without having wade through the extraneous waters of fluff to get there. Any content marketing agency will tell you that creating content that includes a lot of headers and inverted pyramids of information is what piques interest.
Your headline is the first thing readers see and just like a blind date, first impressions are everything. Since approximately only two out of ten people will read your article past the headline, the better the headline, the better you chance of converting a prospect into a customer. Creating compelling headlines is critical for your success. There are different formulas you can use to come up with a great headline. Numbers, interesting adjectives, and unique rationale will all work in your favor. Above all else, educate yourself in SEO. If you don't take it seriously in your content or marketing plan, odds are, you won't see a lot of traffic. To get the most out of your SEO efforts, logically insert the right keywords into your content. You can easily find them via Google's AdWords Keyword Planner.
So, what are you waiting for? Put your fears aside and start writing killer content!