Think about the craft involved in creating episodic TV such as:
* Cliffhangers at end. * Surprises. * Teased not overwhelmed. * Leaves ROOM for you (viewer) to imagine. * Action, recovery, action. * Surprise, recovery, surprise. * Unpredictable. * Feel engaged and involved, like you could change or see events if you just concentrated hard enough.
The written word isn't DEAD,but it sure better be buttressed with arresting images, block quotes, bullets, short paragraphs and other ADD tips and tricks or content can FEEL hard, complicated, dense and unwelcoming.
One BIG and CHEAP social reward is for any website they admire to USE their content. Recently our Ecommies Awards studied major online retailers only to be saddened by how unsocial and not listening they were as a group.
Listen to your @Tweets, Retweet them and find content from Facebook and Gplus you can curate into your content (with permission and you may need to mask the identity of the user, may not depending on how much they love you lol).
Use Customer Content = Big Social Reward (badge it)
When you publish customer content be sure to provide some material social thanks such as a "contributor" or "ambassador" badge they can display on social nets or blogs (if they wish). Make sure to say THANK YOU and don't feel you have to provide monetary rewards since to do so might be misaligned.
When customers help out of a sense of altruism giving a material award can negate the gift. Make sure you give social kudos to the more than 70% of people who want to do the right thing (read Pink's book DRIVE for more on this).
Great Headlines, Rich Snippets, Bullets, Small Paragraphs
Headlines are CRUCIAL. Use the Billboard advertising rules of 8 words or less and here are common headline tips I use:
* Ask a question (starts the brain thinking). * Sometimes I ask and then answer the headline's question in the headline. * Present tense verbs (Learn not Learning or Learned). * Use action Call To Action words such as READ, LEARN, SEE, DISCOVER, IMAGINE. * Use Surprise. * Create a slight confusion you promise to solve (similar to Q&A), but make sure you do solve it. * Leave something hanging or missing just make sure you are clear you did that on purpose or you will get an army of emails (lol). * Play off of cliche. * Riff on a hyper-relevant topic (how cold its been for example). * Riff on a universal condition or symbol such as Heath brothers use of duct tape on Made To Stick.
The web is difficult to read, cold medium by nature. The mobile web is 100x more so. Warm up your stories with small paragraphs, great images, bullet points (breaks up the visual field) and sub-heads. Write short sentences without connectors (and, but, thus) and write more like papa than father Faulkner.