Digital Writing, the ability to write for the web, is an increasingly requested skill. But what does it consist of? We daily read news and information online, browse the web for entertainment or socialize, come across posts on social networks from friends, colleagues and brands, and shop online. All this has led to the birth of new professions and the need for new skills that are extremely useful not only in everyday life but also in the world of work. These include digital writing. But what exactly is meant by digital writing?
It means knowing how to write content for digital platforms and create effective, clear, and suitable texts for publication online. It is a capacity understood in a very broad sense because many different types of content can be achieved. Knowing how to write for the web means having specific knowledge of the different platforms and their rules, learning how to choose the most suitable format for the message you want to transmit from the available designs, taking into account the algorithms to allow greater dissemination of the content.
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Being competent in digital writing means knowing how to write for the web correctly and how to create content for different online platforms that are interesting and captivating. It is a capacity that is understood with a very broad meaning since the types of textual content that can be produced are different, and each has specific characteristics that cannot be ignored. These include, for example, posts on blogs or social networks, emails, newsletters, landing pages, texts for corporate websites or advertising campaigns and e-books.
It is impossible to improvise writers for the web but communicate effectively through digital platforms. You need to refine writing techniques with training and experience and always be updated on rules and algorithms, which are constantly evolving. However, writing for the web requires not only technical skills but also various soft skills and personal qualities that lead the writer to be aware of the goal to be achieved, the reference context, of the characteristics and needs of the target.
Undoubtedly, these include creativity, empathy towards one’s mark, the ability to communicate and the ability to analyze. Who writes on the web must do it smoothly and know how to capture the public’s attention by juggling journalistic writing, creative writing, persuasive writing, and techniques, such as SEO, to allow the content to be visible to users who need it.
Digital writing aims to entice the reader to take action: click on a link, push to buy, invite to comment, download an application, etc. Therefore, those who write for the web must always know with awareness of the effects they want to unleash and the purposes that must be achieved. Writing for the web, or web writing follows specific techniques and logic to capture the attention of a reader who, over time, has become more and more distracted and skeptical, making use of clear, concise, unintelligible texts. Original and creative.
Digital writing differs from all other traditional types of writing, although it incorporates some characteristics. For example, in informative texts, one can resort to the style of journalistic writing while taking into account the target platforms and, above all, the rules to follow to make the text easily usable. Furthermore, creative writing is often used to capture the reader’s attention.
On the web, writing can easily be combined with other multimedia content such as images, infographics, videos and sounds. These serve to make the message you want to convey more immediate and visually attract the reader’s attention. However, multimedia content could also prove to be a double-edged sword.
They must be used with extreme care, without exaggerating. In addition to supporting the understanding of the text, they can prove to be counterproductive if used in excess since they could have the effect of distracting the reader from the main message, not leading him to take the desired action and, therefore, not achieving the objectives that were pre-established states.
Artificial Intelligence (AI) can be used to support digital writing. Over time, numerous solutions have been created to simplify, speed up and automate the writing process and increase the quality of the contents. They are tools that, starting from a given text, a sentence, an introduction or keywords, can perform various activities automatically, without human intervention, such as modifying content or creating new ones. They can be used, for example, to generate blog posts, articles or digital ads.
Among the software easily available on the web, usable both for free and by subscription, there are Jarvis AI, which generates blog posts optimized from the SEO point of view, Writesonic, which produces, among other things, articles, introductions, digital ads and email and Copy AI, specializing in creating content such as sales letters and social media posts. The use of online tools can be extremely favorable, both in the first phase of writing and rereading and checking. However, personal creativity remains the most valid weapon to be able to conquer the public’s curiosity and effectively convey the message to the target audience.
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