Sound Bite
Communications
in the Digital Era
55% of page views get less
than 15 seconds of
attention.
Source: ChartBeat.com
The average person will read
fewer than 62 words on any
given Web page.
Source: TrapIt
There is no relationship
between the number of
times a piece of content is
shared and the attention it’s
given.
Source: Time.com
Seizing the opportunity
• Top 9 Things to Know When Writing for the Online
Reader
• Top 5 Things to Know About Communicating Visually
Writing for the online reader
#1
The fold still exists, and it
still applies.
Source: Norman-Nielsen Group
Writing for the online reader
#2
Don’t give up on scrolling;
encourage it.
Source: Norman-Nielsen Group
Writing for the online reader
#3
Online readers do not
necessarily read
left-to-right.
Source: Norman-Nielsen Group
Writing for the online reader
#4
While vertical
attention is
above the fold,
horizontal
attention leans left.
Source: Norman-Nielsen Group
Writing for the online reader
#5
Hop on board with the
trendy new buzzword:
Chunking.
Source: Norman-Nielsen Group
Writing for the online reader
#6
Consider readability
and accessibility.
Source: Gunning Fog Index and
Norman-Nielsen Group
Writing for the online reader
#7
Build online/offline
synergy by strategically
timing information
release and meeting
message expectations.
Source: The Interaction of message content, media sequence, and product involvement: an examination of intended
message content sequences across a two-channel strategic IMC effort
Source: The Interaction of message content, media sequence, and product involvement: an examination of intended
message content sequences across a two-channel strategic IMC effort
Source: The Interaction of message content, media sequence, and product involvement: an examination of intended
message content sequences across a two-channel strategic IMC effort
“While companies understand and
recognize the importance of
integrating their online and offline
channels, only 43% of those
companies say they ‘understand
customer journeys and adapt the
channel mix accordingly’.”
Sources: Oracle Marketing Cloud Cross-Channel Marketing Report 2014 &The Interaction of message content, media
sequence, and product involvement: an examination of intended message content sequences across a two-channel
strategic IMC effort
Writing for the online reader
#8
Appeal to multiple learning
styles with your content.
Source: Learning Styles
Writing for the online reader
#9
Reading online is taskdriven; it’s rarely a leisurely
activity.
Source: Digital Communications Blog – St. Andrews
Seizing the opportunity
• Top 9 Things to Know When Writing for the Online Reader
• Top 5 Things to Know About Communicating Visually
Source: Hubspot
Communicating Visually
#1
Make sure you know your
communications goal before
you embark on creating
visual media.
Communicating Visually
#2
Choose your visual
medium strategically,
aka don’t make an
infographic just
because it’s trendy.
Communicating Visually
#3
Content/visual
congruency is essential.
Communicating Visually
#4
Visual experiences
should be consistent
between online/offline
BUT NOT identical.
Communicating Visually
#5
Consider Jonah Berger’s 6
STEPPS to creating more
viral content to maximize
your visual strategy.
Communicating Visually
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Social currency
Triggers
Emotion
Public
Practical value
Stories
https://www.youtube.com/watch?v=nnsSUqgkDwU
https://www.youtube.com/watch?v=ww40DOpNGR0