How to Write Microcontent

What’s the difference between writing for the web and writing for a magazine? There’s at least five main differences. Two of the most critical relate to scanning and heatmaps. Why readers scan (not read) webpages? On the web, we scan pages, posts, and tweets. We don’t read every line word by word, unless the writer […]

How The Huffington Post uses Real-time Testing to Write Better Headlines

Zachary M. Seward niemanlab.org writes that The Huffington Post applies A/B testing to some of its headlines. Readers are randomly shown one of two headlines for the same story. After five minutes, which is enough time for such a high-traffic site, the version with the most clicks becomes the wood that everyone sees. Put the […]

BBC Style Guide Online

I have three style guides in the office and have now added this from the BBC. The BBC Style Guide represents some of John Allen’s extraordinary wisdom surrounding the use of English in written and spoken communications. BBC Style Guide This is not a “do and don’t” list but a guide that invites you to […]