Corporate Communication & Reputation
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Contributions of strategic communication to build companies' reputation
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Rescooped by Mafalda Correia from Public Relations & Social Marketing Insight
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Why the Inverted Pyramid Doesn't Work for Business Blogs

Why the Inverted Pyramid Doesn't Work for Business Blogs | Corporate Communication & Reputation | Scoop.it

While the inverted pyramid has been the tried and true structure for news articles, it may not be the best for your marketing content. Here's why....I had a realization … I have never written a blog post in the style of the inverted pyramid. Does that make me a bad writer or bad marketer? Or is the inverted pyramid format an outdated storytelling format for business bloggers and marketing content creators today?To tackle this dilemma, I did some digging, and here’s what I found. Before we start accusing writing formats of being entirely right or wrong, let’s take a look at the history of the inverted pyramid....


Via Jeff Domansky
Mafalda Correia's insight:

Research found out that people don't consume information in the way the inverted pyramid presents it in online environment. An eye-tracking study carried out by Nielsen reveals that most people read in a F pattern online, which basically translates to horizontal movement, followed by vertical, scanning movement down the web page.

Another study concluded that people read significantly more content of an online story than in printed newspaper.

So, there are some alternative story formats that work well on business blogs: the pyramid, the list, the yin & yang, the lego. Engaging content comes in different shapes...

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MTD's curator insight, June 20, 2013 11:56 AM

Very interesting and riffs off something we've often discussed here. From a pure 'attention attention' standpoint of course the inverted pyramid is very powerful. But for discursive concepts that are essentially nonlinear - ie breaking content up into different platforms and formats and relevant timescales etc, a more story based approach is often better. Frequently complex arguments require set up and introduction, not simply being whacked into people's brains. The inverted pyramid can also make all arguments sound the same, sound journalistic, and salesy. Nice piece. 

Jeff Domansky's curator insight, June 20, 2013 2:20 PM

Here's a good look at whether the inverted pyramid style of writing really works for blogging.

Constance S. Ward's curator insight, June 21, 2013 3:31 AM

Here's a controversial look at breaking the rules of writing when drafting your thought leader's blog

Rescooped by Mafalda Correia from Public Relations & Social Marketing Insight
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Shut up and write the book!  — Show Your Work! | Medium

Shut up and write the book!  — Show Your Work! | Medium | Corporate Communication & Reputation | Scoop.it

I’m working on the followup to Steal Like An Artist, my book about how to be more creative in the digital age. It’s been a real pain in the ass. Here are five things that have helped:

1. Shut up and write the book.


Via Jeff Domansky
Mafalda Correia's insight:

Stop distractions and work!

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Jeff Domansky's curator insight, March 29, 2013 3:08 PM

Such a great reminder. Shut up and write the book... post, article, letter, email...