We can assume that virtually everything we write is going to go online, where it’s going to have infinite competition for readers’ eyeballs. We also know that readers’ tastes are fleeting; they’ll quickly move on unless you’re doing something to keep them on your story.

So how can we keep readers on our stories longer? If you write nonfiction, one way is to add elements.

What are elements? They are items that add, clarify, or emphasize information. In addition to keeping people reading longer, elements are attractive, which helps catch readers’ eyes in the first place.

Some elements we can add to stories are:

Maps
Quizzes
Sidebars
Polls
Charts and graphs
Pull quotes
Links, both internal and external (Internal links keep readers on the same web site; external links take readers to another site.)

Of course, there are other types of media such as photos, video, or audio files. Subheads, numbered points, and bullet points may also be considered elements.

Most of these terms are self-explanatory, but you may not be familiar with a couple of items. A sidebar is a small amount of material that relates to your topic but doesn’t quite fit into the completed story. That material is developed into a short item which accompanies your work. In newspapers a sidebar gets placed along the side of the main story, hence its name. On the web a sidebar may need to be at the bottom of the story, but the purpose is the same.

As an example, say you wrote a story titled "A Career as a Freelance Writer." Suppose that in your research you discovered a list of publications that willingly look at the work of unpublished writers. This material doesn’t fit into your story well, yet it’s valuable information. So make a sidebar out of it.

Pull quotes are an unusually powerful statement that you place in large font somewhere in your story, often centered. They may be a source’s quotation or an exceptionally strong point you wish to emphasize.

Now that we know what elements are, let’s take a look at some specific ones. Let’s say you accompanied a police officer as he was on DUI patrol, looking for drivers who may be under the influence of alcohol or drugs. (Accompanying an officer like this is called a ridealong.) Here are some specific elements you could add:

A map of where drinking drivers were caught
Video of a car that was driven by a person under the influence
A sidebar with your comments about the ridealong
A chart or graph of DUIs and other tickets issued
A poll (e.g., What do readers think of red light running details? What should be done to reduce DUIs?)
A quiz (e.g., What does .08 mean? What is the typical punishment for drinking drivers?)
An audio file where you discuss an experience you had with a drinking and driving crash
This pull quote: “Drivers never admit they had too much to drink. They always say they only had two beers.” (That’s an actual quote from a police officer I accompanied on a DUI patrol.)
External links to MADD (Mothers Against Drunk Driving) or RID (Remove Intoxicated Drivers)

You can readily see how adding elements makes the story more interesting, as well as easier to read. Elements are useful in print stories, but because it’s tougher to keep readers engaged online, they’re a must in web stories.