Print publications — from newspaper articles to marketing brochures —
contain linear content that’s often consumed in a more relaxed setting
and manner than the solution-hunting behavior that characterizes most
high-value Web use.In print, you can spice up linear narrative with anecdotes and individual examples that support a storytelling
approach to exposition. On the Web, such content often feels like
filler; it slows down users and stands in the way of their getting to
the point.For example, in print, discussing the tall-friendly rooms in
the Palms Casino Resort in Las Vegas feels somewhat interesting. That’s
not the case online when a user is looking for tall-friendly rooms in
Chicago (or wherever he or she is going next week).Web content must be brief
and get to the point quickly, because users are likely to be on a
specific mission. In many cases, they’ve pulled up the page through
search. Web users want actionable content; they don’t
want to fritter away their time on (otherwise enjoyable) stories that
are tangential to their current goals.
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