Top Tips for Writing Engaging Digital Content

Top Tips for Writing Engaging Digital Content

Master the art of web writing with these essential tips to captivate your audience and improve your content’s impact.

Writing for the web is a whole different ballgame compared to academic essays or formal reports. Online readers have shorter attention spans, and your content must be engaging, accessible, and easy to digest. This week, I’ve dived into strategies from industry experts to better understand how to craft user-friendly web content. In this post, I’ll share the top takeaways and explain how they can benefit college students interested in digital content creation, with examples from my own experience as a marketer at ECRI. Whether you're working on your own co-op projects, starting your own blog, or planning a career in digital marketing, these insights will help you write content that stands out! 

Key Takeaways:

• Keep It Scannable
  Online readers skim rather than read every word. Using headers, bullet points, and short paragraphs helps break up text and makes it easier to navigate. Intechnic emphasizes how formatting influences readability, suggesting writers include subheadings and use whitespace effectively. For example, during my time at ECRI, I created blog content on healthcare trends by ensuring key statistics and insights were bolded or highlighted for quick visibility. This small step kept readers engaged and ensured they found the most important takeaways quickly.

  Students can apply this tactic in class projects or personal blogs to make their content more reader-friendly. For example, when writing a research summary, you can include bulleted lists of findings or even create sidebars for key points. Experiment with different formatting tools on platforms like WordPress or Google Docs to find what works best for your audience. Remember, scannable content isn’t just visually appealing—it’s also what keeps your readers scrolling.

• Use a Conversational Tone
  Authenticity goes a long way online. As emphasized in UCLA’s Writing for the Web, conversational writing connects with readers better than overly formal language. Think about how you talk to your friends or peers—your tone should feel natural, not robotic. At ECRI, I learned to simplify complex healthcare topics for a broader audience by avoiding jargon and using relatable examples. For instance, instead of saying "healthcare systems must optimize their diagnostic algorithms," I’d say, "hospitals need better tools to catch health issues early."

  Students can apply this by adapting their tone based on their audience—whether it’s a blog for peers or a presentation for professors. If you’re working on digital content for a class, try reading your work aloud to ensure it sounds approachable. A conversational tone can make even the most complex topics feel engaging and easier to understand.

• Include a Clear Call to Action (CTA)
  Whether it’s encouraging readers to subscribe, comment, or explore more content, a strong CTA helps guide engagement. For example, my team at ECRI integrated CTAs like “Learn More About Sepsis Solutions” into articles to drive traffic to specific resources. These CTAs weren’t just text—they were visually highlighted buttons or links placed strategically in the content to catch attention.

  When creating digital content, students can use CTAs to encourage interaction—like asking readers to share their own tips or experiences in the comments. If you’re working on a personal blog or co-op project, CTAs can also direct readers to explore your portfolio or other content you’ve created. The key is to make your CTA actionable and clear. Instead of saying “Check this out,” try “Click here to read my guide on creating engaging digital content.” It gives readers a reason to take the next step.

Final Takeaway:

Mastering web writing is essential for anyone looking to create content that resonates with online audiences. By keeping content scannable, using a conversational tone, and including clear CTAs, you can make your writing more engaging and effective. Whether you’re writing for class, contributing to a co-op project, or building a personal blog, these strategies ensure your content stands out in a sea of competition.

Digital writing isn’t just about delivering information; it’s about creating a connection with your audience. When you can make your readers feel seen, understood, and inspired to act, that’s when your content truly succeeds. Ready to level up your writing? Start experimenting with these tips today—try them out on your next project, and let me know which ones work best for you!