When writing effective content for the UL website there are a few things to consider such as knowing your audience and what you need them to know.
Know your audience
Before you write any content the first question you should always ask yourself is “Who is my audience?” the answer to this question will shape not only what you write but also how you write.
For example, if you are reporting on the findings of your latest research study for the general public, the language you use will be very different to that for an audience of academics or researchers in your field.
When writing for your peers/ other researchers in your field you can assume that they will already have a lot of prior knowledge of the subject and certain terms or definitions may require less explanation.
Context is key
Content or the words that you write will mean nothing without context. The importance of context cannot be overstated.
Merriam-Webster defines context as “the parts of a discourse that surround a word or passage and can throw light on its meaning.” So to ensure that you are communicating effectively and clearly you must provide context.
For example, your announcement that researchers have developed an innovative treatment for ingrown toenails will mean nothing if you don’t explain what ingrown toenails are, and why they need to be treated.
Grab your audience’s attention early on
Sadly concentration spans are getting increasingly shorter. It is therefore vital to grab your audience’s attention in the first few sentences of your piece.
What is the one thing you want readers to remember from your article? Ask yourself why should they care. Put that in your first line or paragraph.
Tell them that “researchers have developed a ground-breaking treatment for ingrown toenails that will relieve the crippling pain associated with the condition for thousands of people” in the first paragraph, not the last.
Don’t forget the detail
When writing about an upcoming event or conference don’t forget to provide the essential details early on in the piece. The date, time and location of the conference need to be in the first paragraph, not the last.
Also please remember that not everyone attending your conference will be familiar with the UL campus so provide as much information as possible on the location/ how to get there and consider including a link to the campus map and parking/ public transport options.
Finally don’t forget to run a spell check and remember the importance of making your content accessible, clear and concise.