All About Content

Let’s address one of my biggest pet peeves on the Web and anywhere - awful and pointless writing. When they say “content is king” they don’t mean slap a crown on a troll and call it Your Majesty. (And when they proclaim that the king is dead, ignore them. They know not of which they speak.)

It’s time to break out an oldie but goody. This article from 2002 would be a clich&eacute if it weren’t still so damn necessary. 10 Tips on Writing for the Living Web highlights qualities that will make or break a personal blog.

My favorite tips are:

• Write for a reason - If you don’t really care, don’t write, because we won’t either.
• Write tight - Omit unnecessary words.
• Let the story unfold - See yourself as a storyteller, create a narrative arc.
• Stand up, speak out - If you know your facts and have done your homework, you have a right to your opinion. State it clearly. Never waffle, whine, or weasel.
• Be sexy - Sex is interesting.
• Relax! - Don’t take yourself too seriously.

This comes from A List Apart - a site “for people who make websites” - which has an archive of all sorts of things that’ll make your site better. I also like the more recent article Attack of the Zombie Copy, which not only pokes fun at corporate speak but actually helps you identify and fix it. And How to Write a Better Weblog, from which I pull this quote:

Great writing can’t be taught, but atrocious writing is entirely preventable.

There are, in fact, rules—even online. Rules are not restrictions. Grammar, spelling, punctuation, rhythm, focus, syntax, and structure aren’t especially romantic terms, until you get to know them. Writers want to make sense. They want to move the reader. It ain’t never gonna happen if you got busted paragraphs, mistaken punctuation and, bad rhythm, not to mention kreative spelling: see? Clarity is key. Learn the rules. Break ’em later.

The best rules can’t be stated, but you can learn them by reading excellent writing. Develop an ear. If you know what works, you’ll start to emulate it. Conversely, it’s good to study truly horrendous language, stuff that makes you embarrassed for those responsible. You’ll find yourself mortally afraid of—and automatically avoiding—the same mistakes in your own writing. Hemingway said, “The most essential gift for a good writer is a built–in shock–proof shit-detector.” (They’re cheap if you haven’t already got one.) This is especially important for web writers, most of whom are publishing without the benefit of editors.