We know you can write, but can you write for the digital publishing world? Yes, there is an important difference.
We assume you write at least because you want to be read. If not, go write ad copy. No one reads that crap. But if getting read is important to you, then you need to understand what content does and does not work in the digital world.
We’re not trying to tell you what you should write, but rather how to write what you want to write in a way that people want to read it — or consume it — digitally. Content matters, but the container around that content – printed book, ebook reader, audio player – creates very real constraints, limitations, and opportunities. Being cognizant of that puts you heads and shoulders above those who staunchly cling to the past.
Want proof of how multiple containers influence the content consumed? Before YouTube, you never saw self-contained content that was less than 30 minutes on TV. Now you watch more content that ends in less than 5 minutes than you do anything else. That is because the container influenced the content, and the successful content creators adapted to this new environment.
You want more? OK. Before Flickr, you’d cringe when your neighbor pulled out her album of her trip to Aruba. Today, you eagerly consume those same pics, adding comments, tagging people, and sharing on your own social network.
The. Container. Matters.
But, with few exceptions, all content can be tweaked to fit within an appropriate container. To do so, you need to understand the human interaction with each device. You need a strong understanding of those successful who came before you. And you need a healthy respect for the fact that the future is a moving target.
What, you though you were done once you typed “THE END”. Think again.