Writing for the Web

My name is Amanda. I plan, write and edit copy for the internet marketing firm atLarge, Inc. Well, hello...

Writing for the Web plan, scan, fan

'Never go "Ready, fire, aim" - you'll shoot yourself in the foot.' -Ed McCabe Copywriter

Hatching Your Plan
Start at the beginning
Proven wins w/ visitors
Customer surveys
Analytics

Hatching Your Plan

Hatching Your Plan
Planning for search wins
Develop and hone your target keyword list for content topics and headlines.
Plan to write descriptions to entice visitors to click on your pages for blog posts, web pages as well as videos and pictures within social media.
Collect links related to your keywords that can be integrated into your web writing.

Hatching Your Plan
Resources to help you along
Content outlines
Editorial calendars
Guest contributors
Style Guides
Content from your other mediums

Hatching Your Plan
Gather inspiration from...
Your vault
Experts in your organization
Content gaps
Events

Hatching Your Plan - Messaging
Know thyself
What's your goal?
What key messages do you want to communicate?
What's your brand personality?
How are you going to measure success?

Hatching Your Plan - Messaging
Your audience
Who are they?
What do they need and want?
What do they see as the benefits you offer?
What action do you want them to take?

"I try to leave out the parts that people skip." - Elmore Leonard Author

On average 20% of the words on a web page are actually read. (that's just 2.5 words of the sentence above)

That's because we don't read online. We scan .

"Scan Me" Content Tips
S - so what?
C - be concise .
A - activate .
N - not so fast .

"Scan Me" Content Tips - So What?
Show me what's it in for me .
Use meaningful headlines and subheadings.
Emphasize benefits over features.

Hatching Your Plan - So what?

"Scan Me" Tips - Be Concise
Get to the point.
Don't use jargon.
Pick short words over long words.
Use lists and bullet points.

"Scan Me" Tips - Activate
Use an active voice.
Write in the first person if possible.
Push interaction with video, pictures and animations.

"Scan Me" Tips - Activate
Craft calls to action that are:
Short
Compelling
Clear

"Scan Me" Tips - Not so fast!
Pretend this is a first date...
What's the most important thing I need to know about you?
Give me 1 idea per paragraph.
Use "progressive disclosure" with links so I can find more information if I'm interested.
Show me why you deserve a second date.

Content that Screams "Scan Me"

"Much like great products, great content will only find the best people to love it if it’s leveraged well." – Shannon Paul Very Official Blog

"Fan Me" Tips
Create compelling content often.
Make it easy for visitors to join in the conversation.
Encourage visitors to share your content.
Tailor your message to your visitor and your medium.

"Fan Me" Tips - Sharing

"Fan Me" Tips for Facebook
Use Insights to give visitors more of what they like.
Ask questions, take polls, give juicy info.
Make it personal by tagging peeps.

"Fan Me" Tips for Twitter
Give more than you get.
Use analytics to hone in on the kind of tweets your listeners like.
Call people out (in a good way) with @mentions and direct messages.

"Fan Me" Tips for LinkedIN
Start and participate in relevant discussion boards.
Give goodies away.
Use your network of stakeholders to spread your message.

"Fan Me" Tips for YouTube and Flickr
Take advantage of tags and geolocation opportunities.
Write strong descriptions that entice people to click.
Use videos and pictures in other mediums.

"Fan Me" Content Broadcast

"It will work. I am a marketing genius." – Paris Hilton Social Wonder

Resources A List Apart http://www.alistapart.com/topics/content/writing/ Copyblogger http://www.copyblogger.com Letting Go of the Words http://www.amazon.com/Letting-Go-Words-Interactive-Technologies/dp/0123694868/ref=sr_1_1?ie=UTF8&s=books&qid=1246552860&sr=1-1 On Writing Well http://www.amazon.com/Writing-Well-25th-Anniversary-Nonfiction/dp/0060006641 Smashing Magazine http://www.smashingmagazine.com/ Writing for the Web – Jacob Nielsen http://www.useit.com/papers/webwriting

Writing for the Web

by atLarge, Inc. on Aug 26, 2010

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Writing for the Web — Presentation Transcript