How to Engage Digital Audiences
with Old-School Journalism
When I studied journalism in college, the Internet didn’t exist. But what I learned back then is even more relevant in today’s digital age. For example, journalism school taught me to:
- Write irresistible headlines
- Put the main information first (called the inverted pyramid).
Attract Your Audience with Headlines
Headlines have always attracted people. Today, headlines drive traffic to your website: 80% of visitors will read the headline in blog posts or other content, says Copyblogger.
For optimal SEO, experts generally recommend headlines of 50–70 characters. Co-Schedule, a free tool to analyze headlines, also recommends that
headlines be 6-7 words. Other experts, like Neil Patel, favor longer headlines.
Write clear and relevant headlines
I agree with Neil. Writing an irresistible headline using relevant keywords in less than 7 words isn’t easy. When the topic is health or medicine, it’s even more of a challenge.
Your headline won't be irresistible unless it's clear and relevant. That's why a longer headline is sometimes best.
Engage Your Audience with Useful Content
When people are sick or worried about their health (the worried well), it’s harder for them to pay attention. And many Americans have low health literacy.
Content that’s useful and easy to understand engages people—so they read more. Use plain language, like “heart attack” instead of “myocardial infarction” and “high blood pressure” instead of “hypertension.”
Make content easy to skim and scan
Write for skimmers and scanners—because that’s how most people use digital media.
Essential information goes first, followed by supporting details. Information that’s nice to know, but not necessary, goes last. Use:
- Short sentences
- Short paragraphs
- Lots of subheads
- Bulleted lists, whenever appropriate.
Blend old-school journalism and content marketing to attract and engage your audience. Even if people don’t make it all the way through your content, which they probably won’t, they’ll get your key messages.
Book Review: Stronger: Develop the Resilience You Need to Succeed
Navy SEALs meet adversity head-on and bounce back. They’re resilient. While most of us aren’t as strong as Navy SEALS, we all face adversity. And studies have shown that we can all develop resilience—and become better than
ever.
5 Factors of Resilience
In Stronger, a stress management expert, an entrepreneur, and a Navy SEAL identify five factors of resilience that successful
people share:
1. Active Optimism
3. Moral Compass
4. Relentless Tenacity
5. Interpersonal Support
Learn more on Amazon: Stronger: Develop the Resilience You Need to Succeed (2015).
I’m a freelance medical writer who can help you engage your audiences.
I write targeted medical content that’s relevant and useful for patients, health consumers, and HCPs.
My clients count on me for targeted medical content, delivered on time, every time. You can too.
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Copyright © 2019 Lori De Milto Writer for Rent LLC. All rights reserved.
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