Economy in Digital Content Writing

Writing for the internet is its own art form. Those reading digital article content writing have a unique set of requirements, different to readers looking at literature, academia, or journalism.

To get the most out of digital content, you need to pay attention to these requirements. In our first InsideCopy digital style guide blog, we explain why economy is important in digital writing and how you can accomplish it.

The digital context

There’s a fairly mind-boggling amount of stuff on the internet. As a result, people tend to have shorter attention spans online than they do offline. Whether that’s society degenerating into stupidity or getting more efficient at judging quality content, is an argument for another article.

The point is, people are likely to decide within the first few seconds of viewing your page whether it’s worth reading or not. So, if you want to keep them reading, there are some things you need to do to stop them hitting the ominous ‘back’ button. Here are some ideas.

Short sentences and paragraphs

If someone sees endless chunky paragraphs on your page, chances are they’ll click off it again. People skim over digital copy and pull out the main details, rather than reading the whole thing word for word. Long run-on sentences and paragraphs of more than 3-5 lines make this difficult, so chances are they just won’t bother.

Use sub-headings

Sub-headings are great. It’s like a handy label that says ‘this is the part of the article you’re interested in’. It allows people to get right to the point of the content that’s relevant to them. Don’t make people read through three paragraphs of dense text to work out how useful it is, because, plot-twist – they won’t bother.

Use everyday language

Using great sprawling words may seem like a great way of proving how clever you are, and, true – they do have their place, if you need to demonstrate that you understand jargon then you should probably use said jargon in your own writing. In general, though, your text wants to be clean and simple. Talk in a language people understand and they’ll respond.


We’ll be delving in deeper to digital writing style points in future articles. But for now remember: keep it simple, break it up, cut it down. Be brutal. Do this well, and you’ll be well on your way to writing good digital content.


Matt Rooke About the author
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