by Brad Bloom Faith and Fitness

When I first started Faith & Fitness Magazine nearly fifteen years ago, I had an advisory board member (who did print advertising for CCM Magazine) tell me, “Brad, whatever you do, don’t do print!”

I was like, “Oh, come on, really? It’s going to be so cool to see my magazine, printed and in people’s hands.”

The advice continues to be solid, as more reading material is being sold only online. I’m not saying print is going to die, but online has a big and growing market share. To compete online, it’s important for authors to realize that the most successful online content is much more than words.

Take a look at some ways you grab your online readers’ attention, making the medium work for you:

1. Include exterior links in your articles.

Today, at Faith & Fitness Magazine, we rarely put Bible verses with citations in our articles. That doesn’t mean our content is void of Scripture. It means we ask authors to be more thoughtful so that Bible passages really have impact.

We do this by making select words of the text serve as a link to the Bible verse. Often that link goes to a site like BibleGateway.com. The link is to more than just a single verse. It is a larger passage, offering greater context and understanding. We typically present parallel translations to help expand perspective even further.

It’s a simple and powerful use of technology. People that read on the Internet are quite familiar with this kind of reading experience.

How does this work for you and your writing?

You can provide links to all kinds of additional resources for both nonfiction and fiction writing.

For example, I once wrote an article about a three-week film production tour I had in Nigeria, West Africa. I included a map graphic along with the text “my route” both linking to a Google map with the route that readers could explore further.

You don’t want to be excessive with links, but uses like this can engage your reader and open their mind’s eye to get even more out of what you write.

2. Use links to direct readers to a longer piece of writing.

Often, people writing articles feel as if a short magazine article is exactly that – too short. So, another use of links makes it possible for the author to do the long version. That might be an in-depth thesis, expose, or short story.  Then, in the short magazine-length article, editors can provide a link to the longer version. It works quite well for the author and the readers. Those readers who want a quick read just do the magazine article. Those who are really engaged and find the topic of special interest can click the link for a much longer read.

3. Let your readers participate in the creativity.

Release short segments of a story and invite them to post questions, comments, and ideas on how they’d like to see your story develop. This fuels more regular engagement and can give you the ability to see your topics or characters from the perspectives of others.

4. Use photos or illustrations.

This can be really expensive in print. Online, it is much more affordable. Stock photo services give you immediate access to an endless supply of images that can illustrate your work.

Better yet, connect with photographers and illustrators who may be very happy to get their images published in a story. If you’ve not seen the incredible photography of Edie Melson, you need to check it out. Her nature photos tell stories.

Find a photographer you like, then get permission to license his or her photos to illustrate your words. Now we’re talking real WOW! This isn’t difficult. You’ve just got to take the initiative.

5. Make mini movies.

Thanks to YouTube and other services, it’s incredibly easy to load videos and engage your readers (or should I say “audience”) much in the same way Hollywood or video game companies do it. Again, take the initiative, and you’ll likely find some young talent that would love to produce short videos to go with your content. It can be more affordable than you might think.

Why should J.K. Rowling or Nicholas Sparks be having all the fun of seeing their words come to life? Hey, Steven James, we really want to see a trailer/teaser for your next book.

6. Add bonus features in the digital version.

Let your readers unlock extra details about your characters and explore additional adventures or resources. You are likely to find local musicians who can custom write a theme song to go with your book. This can lead to cross-promotion.

7. Tell your story.

This harkens back to the golden age of radio. Audible.com says listening is the new reading. No book is complete these days without having an audio version. Theater students from local colleges are great talent for a project like this.

8. Non-fiction is particularly ideal to have sponsors, events, and sermons paired with it.

For example, in Faith & Fitness Magazine, we’ve done stories on meditation, restoration, outdoor exercise, and fellowship with God. It’s natural to offer a sponsored fitness retreat in a quiet and scenic location that readers can register to attend after they’ve read the story.

Expand the potential of your outreach.

It’s really amazing just how versatile online technology is becoming. Online publishing continues to expand the potential for authors to be more creative, sell more, and better influence readers. Expand your network and connect with other talented people doing online production, and explore how you can begin now to develop the next generation of your writing.

If you’re not building on the full capabilities, you miss gaining audience share and the associated revenue. Quite honestly, you’re also missing an incredible experience in what you can do with your creativity.

I want to see you take the creative skills God has given you and discover the full potential He has for you. What are other ways you can benefit from online publishing? Share your questions and thoughts in the comments below. We’d love to hear from you!

Brad Bloom,

Publisher of Faith & Fitness Magazine, Shout! Outdoor Lifestyle Magazine and map Travel Lifestyle Magazine. 

He is president of Lifestyle Media Group, a ministry that develops and distributes content to help people fuel their passion to connect daily living and Christian faith. Bloom draws a distinct difference between secular and his faith-centered brands, “Life should be lived way beyond training harder, living adventurously and going further. That’s all good but God is great. We can be equipped to be great when we get beyond all the doing and actively Be Life – the life of Christ to others.”