Today’s post is not a video. I chose to create a written blog because today’s “Hot Topics Wednesdays” post deals with writing for the web.
Writing for web-based courses is DIFFERENT than writing for traditional courses.
Therefore, in order to get your students’ and trainees’ attention online, you need to forget everything you have learned about how to be an effective writer.
You need to understand the psychology of online readers and adjust your writing accordingly.
This post provides you with practical strategies on how to create online content that gets read. It is based on eye movement and other research in psychology and distance learning.
In order to create content that “sticks,” you need to utilize these 7 strategies:
1. Make it positive
This statement seems counter-intuitive since we’re used to seeing negative news everywhere. Negativity does attract attention. However, research shows that it does not sustain attention as long as positive messages. So, make your content uplifting.
2. Make it emotional
Content that arouses strong emotions (positive or negative) gets more attention that content without emotions. When you write a post, think of how you can provoke fascination, anger, anxiety, awe, etc. in your readers and you will get their attention!
3. Break it into small chunks
How much do people read online? They don’t! Or they almost don’t… Research shows that people read less than 20% (!) of all written materials online. I know, this sounds harsh. So how can you ensure that the most important information gets noticed?
Start with the most important things first. Break your longer paragraphs into smaller chunks. (I know this goes against your academic upbringing, but wouldn’t you rather your content be remembered?)
4. Use your titles and subtitles wisely
Research shows that readers pay attention to the first 11 characters of your title and make a decision whether to continue reading your post or not. Make sure your titles contain the most important information, allowing readers to predict what the article/content is going to provide… and of course, make these titles and headlines intriguing so they read it.
5. Create an illusion of simplicity.
Research shows that readers believe that it takes them longer to read wide lines of text. In reality, however, they read wide lines of text faster than the short ones. In order to create the illusion of simplicity while accounting for the actual reading speed, start your articles with narrow lines (you can include a picture either on the right or the left of your text, or insert a drop cap). After 4-5 short lines, make your text gradually wider. Just as in this example.
6. Create content that is practical and useful.
Make sure that you can identify the goals of your article or your post in simple sentences. Provide your readers with the outcomes of your content right away so they can look forward to reading the entire story and so they feel that it is worth their time.
7. Utilize lists and bulleted items for main points of your article. Research shows that compared to the rest of the content, lists are almost always read in full. Use this knowledge to highlight most crucial information that you want your students and trainees to remember.
If you use just these 7 strategies your content will get much more attention online!
What TO DO NOW:
In the comments below list 1 strategy that you use for developing content that gets attention of your students and trainees online:
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Dear Marina
I read your comments very often.
This one is terrific.
You are right at each point . I try to do the the way you described but unconciously. Now you formalised it for every one .
Thanks billion.
Thanks so much for your comment! I am glad you intuitively know the right answers:-)
I am so excited about this topic as not too much has been done yet to research it. I am happy to share my knowledge with you.
Started reading/watching your material yesterday…really like the article, very helpful.
Thanks
Thanks, Todd for your kind words! Join the blog as I send special reports occasionally to my subscribers only:-) I am so happy you found the blog useful. Let me know how these strategies work for you!
Hey Marina,
Thank you so much. This was really informative for me.
Well the strategy that I try to use to get the learner’s attention is the use of pictures. It works really well.
Thanks, Sucharita! Can you explain your use of pictures in more detail for our readers please?
This advice is not only exquisite but also is a clear example of the points recommended. Dr. Kostina is quickly becoming one of my “go-to” resources for distance learning guidance.
Dr. Bryan Beamer
MS Risk Control Program Director
University of Wisconsin-Stout
Thank you, Dr. Beamer:-)
Whenever I write content for distance learning courses I always use the Multiple Intelligences Theory by Gardner. It helps me a lot for I can reach each of my students’ learning style. Students, on the other hand, learn without having that feeling that there is a burden of readings or activities on their shoulders.
Eveline Cavalcante, M.Ed
Distance Learning Coordinator
UNISANTA, Santos, SP, Brazil
Thank you, Eveline. I find Grander’s MIT to be very important for creating my online classes also.
Dear Marina:
Just started reading your article. It’s very helpful. I really like the article. Thank you.
Yvette,
Thank you for your kind words. You are welcome to subscribe to it if you don’t want to miss any new updates. Besides, I will have occasional special reports just for my subscribers
Hello Marina …
I liked this post very much
Thanks a ton for sharing it with us:)
According to me, your fourth point can really do the magic
Because, whenever we write something the essential part is always “to decide the suitable, attractive and appropriate title” and the success of the post or course depends on the title (most of the time).
I have just read one more post which i found very useful because end of the day it’s not about quantity, but quality. right?
also, our title is important but the content inside is also very useful as you did mention in your sixth point.
http://blog.flexiguru.com/2012/01/course-quality-or-course-quantity/
i’m sure you will find it useful.
anyway, thanks a ton for writing this post.
Cheers
Thansk so much for your comment and for the great link, Nitin! I am also happy to hear this post helped you!
Thank you Marina for this very useful set of guidelines.
I have inherited largely text-heavy online courses which I’m trying to make more user friendly for my students. However, their design has been largely driven by f2f classes of the same course, which I believe is a major shortcoming.
From your ideas, and from participating in your online course, I am seeing first hand the benefits of good design for focusing attention on those elements that are crucial to understanding. I will certainly try to incorporate them in future changes to my present courses. Thanks. Greg.
Greg, your input has been very valuable. Thank you for commenting on my videos and sharing your experience. i am so happy you found this information useful.