Online sub-editing - extended
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Online sub-editing - extended



Digital skills workshop given to freelance copy editors in London (July 2012).

Digital skills workshop given to freelance copy editors in London (July 2012).



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    Online sub-editing - extended Online sub-editing - extended Presentation Transcript

    • Digital skills for subs● Print vs digital● CMS & techy elements● Online copy editing● Multimedia overview● Jobs?
    • Print vs digitalWhats the difference between print & digital?What need did sub-editing fulfil for publishers?What needs exist now and in the future?
    • What does an online sub-editor do?Cathy Relf, boring answer is: they cut copy to fit space, correctspellings and grammar, change copy to fit house style,check facts are correct, write headlines and proofread.For the web, they also source pictures, write captions andcredits, add links and optimise for search engines. Yadayada. More things too, such as poking tardy journos, layingout pages, clarifying meaning, finding missing informationand sometimes rejecting articles.
    • Managing online content• CMS • Content template
    • Brief Intro to Metadata● Data about Data● Data: The contentMetadata: Structure, Context, Meaning
    • Metadata aimed at● CMS - to render the article correctly● Search Engines - to index accurately● Readers - to contextualise the article● Organisation - to archive and find
    • Periodical Journalism handbook - 1985
    • Human-readable Metadata
    • Machine-readable Metadata
    • Machine-readable Metadata
    • Facebooks Open Graph
    • Metadata makes Links
    • Metadata makes Links
    • Content is also Metadata
    • How Metadata emergesManual Automatic● Title ● Author● Description ● Date● Categories ● Web Address● Tags / Keywords
    • Basic HTML● <b>Bold</b> <strong>Bold</strong>● <i>Italics</i> <em>Italics</em>● <blockquote>"Indented text."</blockquote>● <ul> <li>Bulletpoint list</li> <ul>● <a href="http://.....">Link text</a>● <a href="">Email</a>See handout
    • <p>This is a paragraph of text. This is a paragraph of text. This part<strong>This part is in bold</strong> is in bold and this bit is italic. Thenand <em>this bit is italic</em>. Then theres a link to another websitetheres <a href="" before the paragraph ends.>a link to another website</a> beforethe paragraph ends.</p> In this paragraph theres a quote<p>In this paragraph theres a quote which is indented:which is indented: Im a quote which is indented<blockquote>Im a quote which is The quote is by a person and theirindented</blockquote> name is linked to their email address.The quote is by <a href="">a person</a>and their name is linked to their email Here is a list:address.</p> ● Item 1<p>Here is a list: ● Item 2<ul><li>Item 1</li> ● Last Item<li>Item 2</li><li>Last item</li></ul></p>
    • 5 tips for online headlines• Clarity over cleverness• Delivers on its promise• Stands alone• 40-60 characters - frontloaded• Google tools
    • Which heads/sells work?
    • 5 tips for intros• Stands alone and delivers• Must read more factor• Frontload the good stuff• 250 characters - intro/metadescription• Alternative keywords
    • KeywordsfromGooglesKeywordTool
    • How to edit body copy - ideas?
    • 1. Break up running copy• Sections with subheads• Q&A format• List format• Bulletpoints, images, blockquotes• Use shorter paragraphs/sentences
    • 2. Getting the right tone• Site personality (brand)• Variations across content types• Check the narrative mode• Dont oversub or featurise blogs• Slang, jargon and SEO
    • 3. "SEO the copy!"What does this mean?Google SEO starter guide: best practices webinar:
    • The ultimate editor"In print media, what matters most is engaging prose. Indigital media, what matters most is visibility... The ultimateeditor, the filter between you and your reader, ishumourless and passionless. An algorithm." - Antonia Senior in The Guardian"Search engines are in the business of bringing anaudience to their paid advertising customers - they do thisby offering a quality search experience." - Mark Sheehy, M Stoner
    • SERPs
    • My quick SEO checklist for editors• Post useful, engaging, relevant content• Use tools to find keywords• Top keywords in page titles and headlines• Sprinkle dont stuff!• Include relevant slang or jargon• Alternatives & word endings: -ings -es -ed• Go niche to beat the competition• Proper names, nouns and titles in full• Must-click metadescription
    • 4. Edit for easy scanning• People read in an F shape
    • Editing for scanning readers• Head/sell most important• De-waffle start of paragraphs• Subheadings• Pull out/emphasise but avoid underlining• Use links with relevant link text
    • 5. Links - why are they important?● What the web is built on● People want and expect “linky-ness"● Currency of the web● Link karma● Marketing/networking● Stickiness● Transparency/trust
    • Q: When to link?
    • A:● Explanation or definition● Context or background● Attribution of source content● Required by © licence● Navigation to related material● Email links to a contact● Google juice
    • Links need link text● Use short, relevant text● Rewrite click here● For PDF links, add: (PDF)Subbing in a doc or content template?Underline the link/anchor text and pastethe link next to it – as here – to let the uploader know which words are to formthe link. (Remove the underline in the CMS.)
    • How to create a linkTwo ways to turn text into a link in a CMS:1. Visual editor: highlight text, click chain icon and paste the URL: Ebay2. HTML editor: write it out in HTML:<a href="">Ebay</a>
    • 5 final tips on body copy• Widows• Smart quotes• Copyfitting• Call to action• Ask Why?
    • Styling the copyWithin editing screen of CMSBold <b> <strong>Italic <i> <em>Indented quote <blockquote>Section Heading <h3> <h4>Lists <ul><li> <ol><li>See HTML cheat sheet.
    • Styling the copyLooked after by the general website styles● Headlines● Standfirst● Colours● Metadata● Links
    • Review so farCMS & content templatesMetadataHTMLHeadlinesIntrosBody copy (structure, tone)SEOLinksStyling copy
    • In PrintDistances measured in Points1 point = 1/12 pica = 1/72 inch12pt type will be exactly 1/6" high on paper
    • On ScreenResolution measured in pixels. 21" screen 1920 x 1080 Laptop 1280 x 800 iPad 1024 x 768 Smartphone 480 x 320
    • 1280 x 800 pixels
    • 1024 x 768 pixels
    • 800 x 500 pixels
    • Type is 11 pixels high
    • Resize an image - Photoshop
    • Resize an image - Skitch
    • Resize an image - Wordpress
    • Resize an image - online
    • How to resize a YouTube video
    • Multimedia checklist● Resize images/video for web use● Use to break up heavy text● Does multimedia content match the copy?● Check copyright permissions/credits● If audio/video is main story, include a transcription or summary of content for accessibility and good SEO practice● Accessibility check - alt text on all images - beware visual-based instructions
    • More on accessibility● Web Content Accessibility Guidelines (WCAG) 2.0● Yahoo! Style Guide on gauging accessibility● Fangs tool on Firefox browser● Slideshow about accessible content
    • Pressing publish & final checks• Beware subs notes – Oh you dummy!• What exactly happens when you publish?• Cross-platform checks• Errors: amend, strike through or update note
    • Post-publishing tasks• Social media work and social bookmarking• Monitor and respond to comments• Analytics and iterative editing
    • Contact details Email Twitter @fionacullinan @peteashton Blog /
    • Content strategist Scott Abel: