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BlogHer PRO '13: Old-School Skills That Still Matter
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BlogHer PRO '13: Old-School Skills That Still Matter

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Old-School Skills That Still Matter by Julie Ross Godar at BlogHer PRO '13 in Silicon Valley

Old-School Skills That Still Matter by Julie Ross Godar at BlogHer PRO '13 in Silicon Valley

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  • 1. DAY 2: WEDNESDAY, OCTOBER 23, 2013 Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 2. Breakout #1: Content 10:00am - 12:00pm • Content Optimization Strategy • Unleashing Creativity • Pivoting Your Brand • Old-School Skills That Matter • What You Need to Know about Key New Content Platforms: • LinkedIn • Medium • YouTube Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 3. BREAKOUT #1: CONTENT Julie Ross Godar Executive Editor, BlogHer @Honeybeast www.blogher.com Old-School Skills That Matter Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 4. You are the newsroom. Image: D. Services via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 5. #1. Headlines Image: Rusty Parsons via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 6. POST TITLE • Title of post (duh) • Use relevant keywords in natural order • Think of how people would search for the content you’re blogging about Wireless Network: BlogHer Password (case sensitive, one word): BlogHer “HEADLINE” • • • • Programmable areas of site Social media Newsletters If you can naturally add keywords in juicy headline, do so, but it’s advanced wizardry Conference hashtag: #BlogHerPRO
  • 7. Tips for Catchy Headlines • Be USEFUL to the reader, • Provide her with a sense of URGENCY, • Convey the idea that the main benefit (of reading the story) is somehow UNIQUE; • Do all of the above in an ULTRA-SPECIFIC way; and • Keep a little of the story UNTOLD. • Practice: Upworthy has its editors write 25 headlines for each story. Source: Copyblogger.org Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 8. Find the Balance for Your Voice • “29 Cats Who Will Be President Someday” may not work for your brand or intended audience. • Monitor your metrics for wording that works • A/B test when possible • Look at your blog/promotions as a whole to make sure it’s not looking redundant. Write them into the editorial/promotional calendar if you can. Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 9. #2. The Most Important Paragraph Image: Rick Harris via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 10. The Inverted Pyramid Image: The Air Force Departmental Publishing Office (AFDPO) derivative work: Makeemlighter (Inverted_pyramid.jpg) [Public domain], via Wikimedia Commons Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 11. LEDE GRAF (“Lede” = Lead “Graf” = Paragraph) Image: Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 12. TL; DR Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 13. NUT GRAF Image: Gilles Gonthier via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 14. Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 15. “Newsy” posts “Bloggy” posts • Reporting, straightforward facts (tutorials, eg) • Put in “lede” -- first graph • Who, what, where, why, how (as relevant) • Think of the inverted pyramid as you write • Not necessarily first paragraph, but nut graf should be far up enough for readers and search engines to notice • Answers “Why should we care?” • Put in your summary/meta description field (so people know why to care) Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 16. #3. Fact Checking Image: Proofreader with red pen checks a transcribed page, Shutterstock.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 17. Images: YouTube video Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 18. IF YOUR MOMMA SAYS SHE LOVES YOU ... Image: thegraphicsfairy.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 19. IF YOUR MOMMA SAYS SHE LOVES YOU ... CHECK IT OUT! Image: thegraphicsfairy.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 20. Best Practice: When you can, link to claims of fact to sources of record: NYT, Washington Post. If something’s happening right now and only reported by a single source, note that. This takes the burden of reporting OFF you and puts into ON the reporters. BONUS: It is also still a generally good thing for SEO. Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO
  • 21. Resources Headlines http://www.slideshare.net/Upworthy/the-sweet-science-of-virality http://www.copyblogger.com/magnetic-headlines/ http://www.theawl.com/2013/01/take-a-minute-to-watch-the-newway-we-make-web-headlines-now More about lede and nut grafs http://www.poynter.org/how-tos/newsgathering-storytelling/writingtools/225036/why-stories-need-a-focus-or-do-they/ http://johnkrolldigital.com/2013/09/7-common-pitfalls-of-newspapernarratives/ Fact checking Breaking news on Twitter: Follow @acarvin for examples http://grammarguide.copydesk.org/2012/01/02/check-the-facts-10tips-for-copy-editors/ Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO