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 ex...
What does an online sub-editor do?Cathy Relf, Rantingsubs.com:The boring answer is: they cut copy to fit space, correctspe...
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...
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●   Categorie...
Basic HTML● <b>Bold</b>          <strong>Bold</strong>● <i>Italics</i>       <em>Italics</em>● <blockquote>"Indented text....
<p>This is a paragraph of text.           This is a paragraph of text. This part<strong>This part is in bold</strong>     ...
5 tips for online headlines• Clarity over cleverness• Delivers on its promise• Stands alone• 40-60 characters - frontloade...
Which heads/sells work?
5 tips for intros• Stands alone and delivers• Must read more factor• Frontload the good stuff• 250 characters - intro/meta...
KeywordsfromGooglesKeywordTool
How to edit body copy - ideas?
1. Break up running copy•   Sections with subheads•   Q&A format•   List format•   Bulletpoints, images, blockquotes•   Us...
2. Getting the right tone• Site personality (brand)• Variations across content types• Check the narrative mode• Dont overs...
3. "SEO the copy!"What does this mean?Google SEO starter guide:http://www.google.com/webmasters/docs/search-engine-optimiz...
The ultimate editor"In print media, what matters most is engaging prose. Indigital media, what matters most is visibility....
SERPs
My quick SEO checklist for editors• Post useful, engaging, relevant content• Use tools to find keywords• Top keywords in p...
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...
5. Links - why are they important?●   What the web is built on●   People want and expect “linky-ness"●   Currency of the w...
Q: When to link?
A:●   Explanation or definition●   Context or background●   Attribution of source content●   Required by © licence●   Navi...
Links need link text● Use short, relevant text● Rewrite click here● For PDF links, add: (PDF)Subbing in a doc or content t...
How to create a linkTwo ways to turn text into a link in a CMS:1. Visual editor: highlight text, click chain icon   and pa...
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                        ...
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 7...
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  resizeyourimage.com  shrinkpictures.com
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?...
More on accessibility● Web Content Accessibility Guidelines  (WCAG) 2.0● Yahoo! Style Guide on gauging accessibility● Fang...
Pressing publish & final checks• Beware subs notes – Oh you dummy!• What exactly happens when you publish?• Cross-platform...
Post-publishing tasks• Social media work and social bookmarking• Monitor and respond to comments• Analytics and iterative ...
Contact details                Email    fionacullinan@hotmail.com               Twitter  @fionacullinan     @peteashton   ...
Content strategist Scott Abel: http://thecontentwrangler.com/
Online sub-editing - extended
Online sub-editing - extended
Online sub-editing - extended
Online sub-editing - extended
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Online sub-editing - extended

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

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Online sub-editing - extended

  1. 1. Digital skills for subs● Print vs digital● CMS & techy elements● Online copy editing● Multimedia overview● Jobs?
  2. 2. Print vs digitalWhats the difference between print & digital?What need did sub-editing fulfil for publishers?What needs exist now and in the future?
  3. 3. What does an online sub-editor do?Cathy Relf, Rantingsubs.com:The 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.
  4. 4. Managing online content• CMS • Content template
  5. 5. Brief Intro to Metadata● Data about Data● Data: The contentMetadata: Structure, Context, Meaning
  6. 6. Metadata aimed at● CMS - to render the article correctly● Search Engines - to index accurately● Readers - to contextualise the article● Organisation - to archive and find
  7. 7. Periodical Journalism handbook - 1985
  8. 8. Human-readable Metadata
  9. 9. Machine-readable Metadata
  10. 10. Machine-readable Metadata
  11. 11. Facebooks Open Graph
  12. 12. Metadata makes Links
  13. 13. Metadata makes Links
  14. 14. Content is also Metadata
  15. 15. How Metadata emergesManual Automatic● Title ● Author● Description ● Date● Categories ● Web Address● Tags / Keywords
  16. 16. 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="mailto:xxx@email.com">Email</a>See handout
  17. 17. <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="http://website.com" 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="mailto:person@email.com">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>
  18. 18. 5 tips for online headlines• Clarity over cleverness• Delivers on its promise• Stands alone• 40-60 characters - frontloaded• Google tools
  19. 19. Which heads/sells work?
  20. 20. 5 tips for intros• Stands alone and delivers• Must read more factor• Frontload the good stuff• 250 characters - intro/metadescription• Alternative keywords
  21. 21. KeywordsfromGooglesKeywordTool
  22. 22. How to edit body copy - ideas?
  23. 23. 1. Break up running copy• Sections with subheads• Q&A format• List format• Bulletpoints, images, blockquotes• Use shorter paragraphs/sentences
  24. 24. 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
  25. 25. 3. "SEO the copy!"What does this mean?Google SEO starter guide:http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdfSEO best practices webinar:http://www.mstoner.com/blog/marketing-and-branding/seo-best-practices-webinar-recording-now-available/
  26. 26. 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
  27. 27. SERPs
  28. 28. 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
  29. 29. 4. Edit for easy scanning• People read in an F shape
  30. 30. 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
  31. 31. 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
  32. 32. Q: When to link?
  33. 33. 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
  34. 34. 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 http://en.wikipedia.org/wiki/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.)
  35. 35. 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="http://www.ebay.co.uk">Ebay</a>
  36. 36. 5 final tips on body copy• Widows• Smart quotes• Copyfitting• Call to action• Ask Why?
  37. 37. 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.
  38. 38. Styling the copyLooked after by the general website styles● Headlines● Standfirst● Colours● Metadata● Links
  39. 39. Review so farCMS & content templatesMetadataHTMLHeadlinesIntrosBody copy (structure, tone)SEOLinksStyling copy
  40. 40. In PrintDistances measured in Points1 point = 1/12 pica = 1/72 inch12pt type will be exactly 1/6" high on paper
  41. 41. On ScreenResolution measured in pixels. 21" screen 1920 x 1080 Laptop 1280 x 800 iPad 1024 x 768 Smartphone 480 x 320
  42. 42. 1280 x 800 pixels
  43. 43. 1024 x 768 pixels
  44. 44. 800 x 500 pixels
  45. 45. Type is 11 pixels high
  46. 46. Resize an image - Photoshop
  47. 47. Resize an image - Skitch
  48. 48. Resize an image - Wordpress
  49. 49. Resize an image - online resizeyourimage.com shrinkpictures.com
  50. 50. How to resize a YouTube video
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. Post-publishing tasks• Social media work and social bookmarking• Monitor and respond to comments• Analytics and iterative editing
  55. 55. Contact details Email fionacullinan@hotmail.com Twitter @fionacullinan @peteashton Blog / Websitefionacullinan.com peteashton.com
  56. 56. Content strategist Scott Abel: http://thecontentwrangler.com/

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