Before the creation of the World Wide Web in 1990, print was king. 27 years on and the popularity of the World Wide Web has boomed with ‘billions online, and hundreds of millions of messages and 20 million pictures exchanged every single minute’. To take advantage of and broadcast to this ever-growing, worldwide online community, more and more people are choosing to forgo print and write digital content instead. But what are the differences between print and online content and why should you choose to write online?

Writing Online Content and How it Differs from Print

In principle, both print and online content require the same components to be successful (the content must be engaging and relevant). However, the way the different mediums achieve this goal is vastly different. So, how do you write a successful piece of online content?

Quick Tips for Writing a Cracking Piece of Online Content

Let’s Get Visual, Visual!

In 2017, content marketing is set to evolve in several ways. Keep up with the trends and attach a scroll-stopping image to your piece of digital content to capture (see what I did there?) your readers’ attention.

OK….so it may not be related to online content, but I’ve got your attention, right?

Short and Snappy = Happy Chappy

How people read online is very different to how they would read an article in print. Research in online reader behaviour shows that most readers scroll to about the 50% mark before bouncing off to another webpage. In contrast, a person who has chosen to read a magazine or newspaper is more likely to read the entirety of the article as they have made a larger investment in effort, time and money.

To ensure that your key marketing message is read, keep your paragraphs short and start your piece of online content with the most important, attention-grabbing information first.

Keep it Simple Stupid

Why bamboozle your readers with complicated jargon and a hard-to-follow structure? ‘Keep it simple stupid’ by dividing your piece of content into smaller sections with subheadings and using easy-to-understand vocabulary to effectively articulate your message.

Why Create Online Content?


Your piece of online content is just one click away from being shared across the globe! That’s right, with the help of the World Wide Web, the potential reach of your digital content is limitless. What does this mean? Well, the more reach you get, the further your marketing message will spread and the more engagement you will receive! Winner winner chicken dinner.


Tired of the burden of carrying around newspapers and books, more and more people are turning to their electronic devices for their daily dose of information. According to the BBC, ‘not only are children and young people more likely to read on electronic devices than they are to read paper-based materials but they also do it more often’. So, if you want to appeal to a larger audience, particularly millennials, then online content is for you!


Unlike in print, where it’s difficult to gauge your readers’ reactions, digital content allows your readers to react and comment on your content in real time. Although this seems a little daunting, this engagement can help you in several ways:

  • It allows you to improve on your piece.
  • It provides you with the opportunity to forge relationships with your readers.
  • It helps you to understand which pieces of online content are the most successful, enabling you to adapt your future posts/digital content strategy accordingly.

At Zelst, we are digital content aficionados! And it doesn’t stop there, us Zelsters are gurus in all things digital. But don’t just take my word for it, check out our case studies page to see how our digital wizardry has helped our clients.