June 3, 2005, Newsletter Issue #21: Rewrite Content for The Web
Tip of the Week
REWRITE CONTENT FOR THE WEB
In spite of persistent advice to the contrary, companies still insist on "re-purposing" print content and then adding it to their web sites.
In other words, instead of rewriting content for the web, they are simply cutting and pasting content they have already published in brochures, print reports, manuals and the like.
Would these same companies take words from a brochure and use them as a script for a radio commercial?
Would they take the words from a TV commercial and use them as the introduction to an annual report?
Every medium makes its own demands. We write in a different way, with a different purpose in mind, for everything we write, always sensitive to the particular needs of each medium.
The web is no different. To make your web site achieve its full potential, you need to write fresh content that fits the purpose and architecture of the site.
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| Byron White |
