+ pr

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Writing for the Web
          Social Media Edition


               Sara Meaney




comet                  marketing + pub...
OVERVIEW |




comet        marketing + public relations evolved
OVERVIEW |



  HOW PEOPLE CONSUME INFORMATION ONLINE |




comet                                       marketing + public...
OVERVIEW |



  HOW PEOPLE CONSUME INFORMATION ONLINE |

  BIG PICTURE CONCEPTS |




comet                               ...
OVERVIEW |



  HOW PEOPLE CONSUME INFORMATION ONLINE |

  BIG PICTURE CONCEPTS |

  THINGS TO STRIVE FOR |




comet     ...
OVERVIEW |



  HOW PEOPLE CONSUME INFORMATION ONLINE |

  BIG PICTURE CONCEPTS |

  THINGS TO STRIVE FOR |

  THINGS TO A...
OVERVIEW |



  HOW PEOPLE CONSUME INFORMATION ONLINE |

  BIG PICTURE CONCEPTS |

  THINGS TO STRIVE FOR |

  THINGS TO A...
HOW PEOPLE CONSUME INFORMATION ONLINE | SECONDS PER PAGE |




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HOW PEOPLE CONSUME INFORMATION ONLINE | % WORDS READ PER PAGE |




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HOW PEOPLE CONSUME INFORMATION ONLINE | EYE TRACKING STUDIES |


         ABOUT US                             PRODUCT    ...
HOW USERS READ ONLINE | THEY DON’T. THEY SCAN.



  How to NOT lose them:

    •   Highlight key words

    •   Use sub-he...
INVERTED PYRAMID | TELL THE PUNCHLINE FIRST




comet                                         marketing + public relations...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE


        READY?




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MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE


        READY?




          How old was the boy?
      ...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE




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MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE



  •   Write numbers with digits, not letters (23, not t...
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Writing For Social Media

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Writing for social media requires a different focus, style and awareness of how users consume media online. Language, tone, length and voice must change in order to capture and hold the attention of online readers.

Published in: Education, Business, Technology

Transcript of "Writing For Social Media"

  1. 1. + pr 1
  2. 2. Writing for the Web Social Media Edition Sara Meaney comet marketing + public relations evolved
  3. 3. OVERVIEW | comet marketing + public relations evolved
  4. 4. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | comet marketing + public relations evolved
  5. 5. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | comet marketing + public relations evolved
  6. 6. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | comet marketing + public relations evolved
  7. 7. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | comet marketing + public relations evolved
  8. 8. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | comet marketing + public relations evolved
  9. 9. HOW PEOPLE CONSUME INFORMATION ONLINE | SECONDS PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved
  10. 10. HOW PEOPLE CONSUME INFORMATION ONLINE | % WORDS READ PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved
  11. 11. HOW PEOPLE CONSUME INFORMATION ONLINE | EYE TRACKING STUDIES | ABOUT US PRODUCT SERP comet source: Nielsen Norman Group n=32 marketing + public relations evolved
  12. 12. HOW USERS READ ONLINE | THEY DON’T. THEY SCAN. How to NOT lose them: • Highlight key words • Use sub-headings that are meaningful, rather than clever • Bulleted lists • One idea per paragraph, made clear within the first few words • Inverted pyramid: start with the punchline or conclusion • Half the word count (or less) than conventional writing ★ Use numerals instead of words, when appropriate. (AP Style, and other conventions go out the window here...) comet marketing + public relations evolved
  13. 13. INVERTED PYRAMID | TELL THE PUNCHLINE FIRST comet marketing + public relations evolved
  14. 14. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE READY? comet marketing + public relations evolved
  15. 15. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE READY? How old was the boy? How many pizzas did the girl eat? comet marketing + public relations evolved
  16. 16. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE comet source: Nielsen Norman Group marketing + public relations evolved
  17. 17. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). comet source: Nielsen Norman Group marketing + public relations evolved
  18. 18. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. comet source: Nielsen Norman Group marketing + public relations evolved
  19. 19. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: comet source: Nielsen Norman Group marketing + public relations evolved
  20. 20. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. comet source: Nielsen Norman Group marketing + public relations evolved
  21. 21. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. comet source: Nielsen Norman Group marketing + public relations evolved
  22. 22. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. • As a compromise, you can often use numerals for the signi cant digits and write out the magnitude as a word. For example, write 24 billion (not twenty-four billion or 24,000,000,000). comet source: Nielsen Norman Group marketing + public relations evolved
  23. 23. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. • As a compromise, you can often use numerals for the signi cant digits and write out the magnitude as a word. For example, write 24 billion (not twenty-four billion or 24,000,000,000). • Spell out numbers that don't represent speci c facts. comet source: Nielsen Norman Group marketing + public relations evolved
  24. 24. HOW JOURNALISTS USE COMPANY WEB SITES | FACT-GATHERING The top-5 reasons journalists gave for visiting a company's website: • Locate a PR contact (name and telephone number) • Find basic facts about the company (spelling of an executive's name, his/ her age, headquarters location, and so on) • Discern the company's spin on events • Check financial information • Download images to use as illustrations in stories comet source: Nielsen Norman Group n= 40 marketing + public relations evolved
  25. 25. BIG PICTURE | THINGS TO THINK ABOUT WHEN WRITING ONLINE • Tone: Formal or Informal? • Voice: What does the brand sound like? • Flow: How to optimize comprehension? • Content: Words? Images? Videos? Audio? • Format: How to break up text and content to direct the reader? • Length: Is there such a thing as too long? Too short? comet marketing + public relations evolved
  26. 26. GOLDEN RULE | KNOW YOUR AUDIENCE Know your audience: • Who are they? • What is their knowledge level on the topic? • What else do they need to know? What would be valuable to them? • How do they speak? How do they expect to be spoken to? comet marketing + public relations evolved
  27. 27. KNOW YOUR AUDIENCE | comet marketing + public relations evolved
  28. 28. KNOW YOUR AUDIENCE | Lawyers comet marketing + public relations evolved
  29. 29. KNOW YOUR AUDIENCE | Lawyers • Tone comet marketing + public relations evolved
  30. 30. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice comet marketing + public relations evolved
  31. 31. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow comet marketing + public relations evolved
  32. 32. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content comet marketing + public relations evolved
  33. 33. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format comet marketing + public relations evolved
  34. 34. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  35. 35. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  36. 36. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  37. 37. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  38. 38. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Format • Length comet marketing + public relations evolved
  39. 39. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Length comet marketing + public relations evolved
  40. 40. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length comet marketing + public relations evolved
  41. 41. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved
  42. 42. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved
  43. 43. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice Are these the same? • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved
  44. 44. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice Are these the same? • Voice • Flow • Flow • Content Can they be? • Content • Format • Format • Length • Length comet marketing + public relations evolved
  45. 45. PLATFORM VARIATIONS | E-NEWSLETTERS comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  46. 46. PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  47. 47. PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds • 67% of the time, completely skipped intro text comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  48. 48. PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds • 67% of the time, completely skipped intro text • Note attention on rst 2 words of headlines only comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  49. 49. PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds • 67% of the time, completely skipped intro text • Note attention on rst 2 words of headlines only comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  50. 50. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  51. 51. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  52. 52. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  53. 53. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: comet marketing + public relations evolved
  54. 54. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier comet marketing + public relations evolved
  55. 55. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link comet marketing + public relations evolved
  56. 56. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam comet marketing + public relations evolved
  57. 57. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video comet marketing + public relations evolved
  58. 58. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! comet marketing + public relations evolved
  59. 59. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! • Include key words upfront comet marketing + public relations evolved
  60. 60. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! • Include key words upfront • ALL CAPS and numerals catch the eye - when used sparingly comet marketing + public relations evolved
  61. 61. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) comet marketing + public relations evolved
  62. 62. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: comet marketing + public relations evolved
  63. 63. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability comet marketing + public relations evolved
  64. 64. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see comet marketing + public relations evolved
  65. 65. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see • Consider the ways people browse search results comet marketing + public relations evolved
  66. 66. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see • Consider the ways people browse search results • Remember your audience comet marketing + public relations evolved
  67. 67. SOCIAL MEDIA | WHAT’S THE GOAL? comet marketing + public relations evolved
  68. 68. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: comet marketing + public relations evolved
  69. 69. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation comet marketing + public relations evolved
  70. 70. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out comet marketing + public relations evolved
  71. 71. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest comet marketing + public relations evolved
  72. 72. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest • Get feedback comet marketing + public relations evolved
  73. 73. SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest • Get feedback • Build relationships comet marketing + public relations evolved
  74. 74. KILLER HEADLINES | BBC NAILS IT • Short • Catchy • Speci c • News-oriented • Strategic • Longer • Wordier • Less speci c • News-oriented • TMI? comet marketing + public relations evolved
  75. 75. SOCIAL MEDIA | THINGS TO STRIVE FOR: comet marketing + public relations evolved
  76. 76. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines comet marketing + public relations evolved
  77. 77. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality comet marketing + public relations evolved
  78. 78. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar comet marketing + public relations evolved
  79. 79. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness comet marketing + public relations evolved
  80. 80. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency comet marketing + public relations evolved
  81. 81. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency • Respect social conventions comet marketing + public relations evolved
  82. 82. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency • Respect social conventions • Conversation comet marketing + public relations evolved
  83. 83. SOCIAL MEDIA | THINGS TO AVOID comet marketing + public relations evolved
  84. 84. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much comet marketing + public relations evolved
  85. 85. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy comet marketing + public relations evolved
  86. 86. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors comet marketing + public relations evolved
  87. 87. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming comet marketing + public relations evolved
  88. 88. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming • Jargon comet marketing + public relations evolved
  89. 89. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming • Jargon • More of the same comet marketing + public relations evolved
  90. 90. OLD VS. NEW | PRINT VS. ONLINE comet marketing + public relations evolved
  91. 91. OLD VS. NEW | PRINT VS. ONLINE PRINT comet marketing + public relations evolved
  92. 92. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end comet marketing + public relations evolved
  93. 93. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences comet marketing + public relations evolved
  94. 94. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs comet marketing + public relations evolved
  95. 95. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable comet marketing + public relations evolved
  96. 96. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest comet marketing + public relations evolved
  97. 97. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  98. 98. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  99. 99. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  100. 100. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  101. 101. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  102. 102. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved
  103. 103. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Keywords, search terms = SEO • Author controls the experience comet marketing + public relations evolved
  104. 104. OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Keywords, search terms = SEO • Author controls the experience • User controls the experience comet marketing + public relations evolved
  105. 105. QUESTIONS? | ? comet marketing + public relations evolved

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