For better or worse, the internet has changed the way people create and read content. The shift away from print materials, along with the time it takes to create and distribute them, is the ire of some traditional marketers. Modern readers demand real-time updates that regularly require writers to be checked-in and agile, rather than thoughtfully mulling over ideas until they’re polished gems of insight. Despite shorter publication timelines, the Pew Internet and American Life Project finds that digital tools actually encourage writing and reading through seamless distribution.
To assess how technology has impacted composition, the study examined digital natives who were taught to type papers on keyboards. The research firm surveyed 2,462 Advanced Placement (AP) and National Writing Project (NWP) teachers and found digital content creation and distribution merits praise.
Digital natives still invested in writing
Overall, the survey’s findings indicate that creating content for the web does not sever investment in the end product – it amplifies engagement. Nearly all teachers (96 percent) said digital technology enables their students to share written content with wider audiences. As a result, approximately 80 percent said these tools spark better collaboration among writers. Contrary to what you might expect, 78 percent noticed tech tools sparked creativity and personal expression.
Creating content for the web does not sever investment in the end product – it amplifies engagement.
That being first established, the study also confirmed what many traditional authors fear – digital tools that allow writers to speed through the creation and publication process can also lead to mistakes. While 40 percent of teachers say technology reduces grammar and spelling errors in text, another 46 percent admit new tools propel students toward writing too quickly and carelessly. More than two-thirds say young writers use technology to take short-cuts when drafting documents, meaning they put forth less effort.
Fundamental disconnect between writers and readers
This is in direct conflict with readers’ expectations. A study recently conducted by Forrester for Silverpop found that today’s consumers have been empowered by the wealth of information at their disposal. These informed shoppers are unimpressed and unlikely to convert if presented with lackluster content on any channel.
Accuracy is the most important prerequisite for 82 percent of today’s news content readers.
In fact, data compiled by Mobiles Republic revealed that accuracy is the most important prerequisite for 82 percent of today’s news content readers.
It’s up to marketers and their team of content writers to bridge this gap. By publishing timely collateral that also adheres to high editorial standards, companies will gain readers and brand advocates. This will ultimately put them ahead of competitors producing SEO content just to appease search engines.