I am a 25-year publishing professional—writing, editing, photographing, desktop publishing and managing newspapers, magazines and journals. The majority of my work has been in print and I have personally experienced the decline in this industry. To help me transition into online and social media platforms, I am taking various courses and seminars.
One such seminar was Writing and Editing for the Web through the Ottawa-Gatineau Branch of Editors Canada I read printed material differently than I read web pages and I don’t think I’m alone. I wanted to learn the difference so I could better use online platforms to meet my readers’ wants and needs.
Moira White of Ubiquitext and past president of Editors Canada presented the full-day seminar on Nov. 24. I was particularly interested in learning techniques that draw readers to web pages and creating engaging content to keep them there longer.
For Moira, the answer to my question of how people read online today is simple: They don’t! (How’s that for a quotable quote? lol) Most people skim for information.
As a November 2013 report showed (a reference was not provided), more people get information on their mobile devices than their laptop and desktop computers. Mobile devices have narrower columns of text, giving the illusion of longer, more intimidating paragraphs. I need to remember to provide bite-sized chunks of information in smaller paragraphs because of that one fact.
During the Writing and Editing for the Web seminar for Editors Canada, Moira White explains how writers encode and readers decode information. Depending on the medium writers choose to share their messages, readers can provide feedback, creating a loop.
As well, people retain less information when reading online, which makes organizing information into small chunks and providing plenty of headings even more important.
Moira suggests writing for the web should answer only three questions in this order:
- So what?
- Now what?
This gets the take-home message out quickly and succinctly, then provides context before making a call to action.
She also suggests starting each paragraph with a topic sentence (remember those from grade school?) For those who don’t remember, the first sentence of each paragraph introduces what the rest of the paragraph will be about. If readers want more information, they will read it. If not, they go to the next paragraph.
Networking While Learning
Sitting at the table with me were Jean Forrest from the Public Health Agency of Canada and Nikki Burke from Statistics Canada. Most of our discussion was about change: in our work environments, in language and in technology. Although neither uses social media, I shared that I am taking Algonquin College’s Social Media certificate program in hopes to expanding beyond print. Because the program doesn’t cover the basics about how to use each social media platform, I’m reading Social Media for Writers: Marking Strategies for Building Your Audience and Selling Books (Tee Morris and Pip Ballantine, 2015). I pulled the book out of my purse as I was reading it on the bus, and they each wrote down the name.
I also talked with Tricia Diduch from the Federation of Law Societies of Canada and Josephine Versace from the Government of Canada Translation Bureau during the lunch break. Along with talking about the seminar content, we discussed social media, Algonquin’s program and my search for social media basics and best practices. They were also interested in finding best practices and said they would talk with social media people in their offices and email me information, which I need to follow up about.
As an Editors Canada member, I get a $125 discount on each of their seminars. The majority of the six seminars I took last year and two I’ve already taken this year (I have one more in March), have been invaluable. I expect I will take more next year. I highly recommend them.