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Content is King - Writing and Editing Online
David Mill
Elsevier/Butterworth-Heinemann
£22.99
ISBN: 0750663170
www.writingediting.co.uk
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David Mill, in his excellent book Content is King - Writing
and Editing Online, argues that writing online content requires a different approach
than writing for traditional media, and reveals how more effective online content
can be created.
In a recent study, Mill found that 79% of the online users
surveyed always scanned any new page they came across, whilst only 16% read the
page word-for-word.
The implications for providers of online content and those
writing it are clear – if online readers are to engage with and actually
read the content, it’d better be clear, concise and scannable.
Mill covers the topic of online
content comprehensively, with practical advice
on sub-editing, writing emails and online ads,
writing for the web, for search engines, and
even txt msgz. There is also coverage of UK
legislation on email marketing and writing privacy
statements and FAQs for web sites.
The book is packed with common-sense tips and practical advice.
It will undoubtedly help the reader develop the practical skills needed to produce
better online content.
The checklists at the end of each chapter are useful, and
the glossary of terms is also likely to be welcomed by many readers. As you’d
expect from a book on how to write engaging content, it is indeed engaging and
accessible, though I found the humour a bit hit and miss.
Overall this is a superb, must-read book for anyone involved
in producing online content.
Reviewed by John Ling
Note from Ed:
There is a companion website for "Content
Is King - Writing and Editing Online" at:
www.writingediting.co.uk
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