How to write alluring content for online audiences

Digital audiences can be tricky to reach. Posting a hastily written rough draft unedited spells disaster, says this pro. Never post your first draft—ever!

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Artful, unique, high-quality online writing is essential to your brand’s visibility. How can companies create content that supports their mission—dynamic, original, and thought-provoking? The answer is easy-to-read writing that tells a story.

Here are a few tips on writing for an online audience without compromising your voice, code of ethics, artistic standards or mission:

1. Write, revise and proofread.

There are two kinds of readers: those who don’t care about typos, spelling errors, bad grammar or sentence construction; and those who do. Those who care really, really care; those who don’t, won’t. Use a spellchecker, proofread your paragraphs, and edit, edit, edit! When I see an obvious error like “they’re” for “their” or “there,” the credibility of the writer evaporates.

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