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Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
Taxtalk presentation for authors
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Taxtalk presentation for authors

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A presentation given by Duval Guillaume E to the authors of the Kluwer Taxtalk weblog. …

A presentation given by Duval Guillaume E to the authors of the Kluwer Taxtalk weblog.

www.taxtalk.be

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  • 05/26/09
  • Transcript

    • 1. TaxTalk Blog Formation for authors 17/04/2007
    • 2. p. 05/26/09 AGENDA FORMATION <ul><li>Introduction </li></ul><ul><li>Short summary around « blogging » </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>What is a blog today? </li></ul></ul><ul><ul><li>Who is a blogger? </li></ul></ul><ul><ul><li>How to publish copy on a blog? </li></ul></ul><ul><li>How to use « Wordpress »? </li></ul><ul><li>How to publish pictures and videos? </li></ul><ul><li>Bloggers do’s and don’ts </li></ul><ul><li>Web copywriting (advanced + exercice) </li></ul>
    • 3. p. 05/26/09 INTRODUCTION
    • 4. Introduction <ul><li>Christophe Bouten </li></ul><ul><ul><li>Account Manager at Duval Guillaume E </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Pieter Baert </li></ul><ul><ul><li>Community Manager at Duval Guillaume E </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    • 5. p. 05/26/09 SCOPE OF THE FORMATION <ul><li>To explain you: </li></ul><ul><ul><li>The practical basics of blogging </li></ul></ul><ul><ul><li>What to keep in mind when blogging? </li></ul></ul><ul><ul><li>How to use the WordPress system and other tools? </li></ul></ul>
    • 6. <ul><li>Blogging </li></ul>
    • 7. Definition in Wikipedia <ul><ul><li>A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order . </li></ul></ul><ul><ul><li>Blogs provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of most early blogs. Most blogs are primarily textual although some focus on photographs (photoblog), sketchblog, videos (vlog), or audio (podcasting), and are part of a wider network of social media. </li></ul></ul>
    • 8. Blog software (Wordpress, TypePad, Blogger)
    • 9. Number of blogs (April 2007) Technorati is now tracking over 70 million weblogs, and we're seeing about 120,000 new weblogs being created worldwide each day. That's about 1.4 blogs created every second of every day.
    • 10. <ul><li>What is a blog today ? </li></ul>
    • 11. Online Publishing tool <ul><ul><li>Content: frequently updated </li></ul></ul><ul><ul><li>Order: reverse chronological </li></ul></ul><ul><ul><li>Structure: front page and archives comments on posts </li></ul></ul><ul><ul><li>Information: categories & tags </li></ul></ul><ul><ul><li>Goal: spread ideas, share knowledge, discuss, entertain, connect with others, ... </li></ul></ul>
    • 12. Author <ul><ul><li>Individual : Lifelog, photoblog, linklog, ... </li></ul></ul><ul><ul><li>Group: Friends, cityblog, community of interest </li></ul></ul><ul><ul><li>Com pany: Corporate blog, development blog, news blog, inspiration blog, topic blog </li></ul></ul>
    • 13. Social network <ul><ul><li>Connected: blogs are interlinked in the blogosphere </li></ul></ul><ul><ul><li>Audiences: every blog attracts it’s own audience </li></ul></ul><ul><ul><li>Roles: you can be an author, a reader and comment at the same time </li></ul></ul>
    • 14. <ul><li>Who is a blogger ? </li></ul>
    • 15. Open minded <ul><ul><li>Ideas, thoughts and knowledge </li></ul></ul><ul><ul><li>Willingness to share information </li></ul></ul>
    • 16. Communicative <ul><ul><li>Express a clear opinion </li></ul></ul><ul><ul><li>Frequent postings </li></ul></ul><ul><ul><li>Open for interaction </li></ul></ul>
    • 17. Networker <ul><ul><li>Interested in others </li></ul></ul><ul><ul><li>Self promoting </li></ul></ul><ul><ul><li>Always on the hideout for opportunities </li></ul></ul>
    • 18. How to find your audience <ul><ul><li>Connect: Connect with other blogs and sites </li></ul></ul><ul><ul><li>Inform: Inform your contacts and clients by email </li></ul></ul>
    • 19. How the audience finds you <ul><ul><li>Google: Search engines </li></ul></ul><ul><ul><li>Network: Links and comments on others sites </li></ul></ul><ul><ul><li>Publicity: Media exposure for your blog </li></ul></ul>
    • 20. How to build an online community <ul><ul><li>Content: Offer quality content </li></ul></ul><ul><ul><li>Interaction: Stimulate discussions, questions, feedback, ... </li></ul></ul><ul><ul><li>Importance: Become the reference in your domain </li></ul></ul><ul><ul><li>Leader: Become a true guide and focus on the audience </li></ul></ul>
    • 21. <ul><li>How to publish content on a blog ? </li></ul>
    • 22. Web copy writing <ul><ul><li>Topic: Choose what you want to say. Formulate your idea in one sentence </li></ul></ul><ul><ul><li>Format: Title, introduction, body, conclusion </li></ul></ul><ul><ul><li>Web copy: Short and to the point, use keywords, repeat, allow scanning, write edgy </li></ul></ul><ul><ul><li>Style: First person, informal, tease, (provoke, polarize) </li></ul></ul><ul><ul><li>SEO: Keywords, category, title, tags, links </li></ul></ul>
    • 23. <ul><li>How to use WordPress? </li></ul>
    • 24. How to ? <ul><ul><li>Demo version at http: //kluwerblog . dge .be/demo/ </li></ul></ul><ul><ul><li>Register and become an author </li></ul></ul><ul><ul><li>Log in with your username and password </li></ul></ul><ul><ul><li>Open ‘write’ to start writing a new post </li></ul></ul><ul><ul><li>Write title and body copy </li></ul></ul><ul><ul><li>Style you copy using the visual editor </li></ul></ul><ul><ul><li>Provide links </li></ul></ul><ul><ul><li>Select category </li></ul></ul><ul><ul><li>Add tags </li></ul></ul><ul><ul><li>Publish </li></ul></ul><ul><ul><li>Reread and correct spelling </li></ul></ul><ul><ul><li>Follow-up comments and inbound links </li></ul></ul>
    • 25. Go to www.
    • 26. Integrate media <ul><ul><li>Video: www. youtube . com/TaxTalk </li></ul></ul><ul><ul><li>Photo: www. flickr . com/photos/taxtalk </li></ul></ul><ul><ul><li>Slideshow: www. slideshare . net/TaxTalk </li></ul></ul><ul><ul><li>Bookmarks: http://del. icio . us/taxtalk </li></ul></ul>
    • 27. <ul><li>Bloggers do’s and don’ts </li></ul>
    • 28. Keep the blog alive <ul><ul><li>Frequency: Daily to weekly postings </li></ul></ul><ul><ul><li>News: Bring the news first </li></ul></ul><ul><ul><li>Interact: Be active on other blogs and platforms </li></ul></ul><ul><ul><li>React: Follow up comments, discussions, questions and feedback by email </li></ul></ul>
    • 29. Blogger do’s <ul><ul><li>Love: Link to other blogs and sites, even competitors. Be a good guide and visitors will return to you. </li></ul></ul><ul><ul><li>Be true: Always be honest. Be clear where you stand for, even if others don't share your opinion. </li></ul></ul><ul><ul><li>Add value: Be original, create your own content and don't reproduce. Give credits and link to source. </li></ul></ul><ul><ul><li>Invest: Invest in a long term relation. You are online and will stay online. Invest in your identity. </li></ul></ul><ul><ul><li>Language: Pay attention to grammar and vocabulary. You are a professional, even online. </li></ul></ul><ul><ul><li>Privacy: Respect the privacy of others. Any content you publish on the web is public, out of your control an there forever </li></ul></ul><ul><ul><li>Speed: Don't wait until the news is old </li></ul></ul>
    • 30. Bloggers don’t <ul><ul><li>Don't hate: You can criticize others, but be constructive. Don't spread hate, it will backfire. </li></ul></ul><ul><ul><li>Don't lie: Construct a trustworthy information channel. Lies will come out. They harm you. </li></ul></ul><ul><ul><li>Don't hide: People will address you on blogs or by mail. React, but don't feed negative feedback. </li></ul></ul>
    • 31. <ul><li>Market your blog </li></ul>
    • 32. Connect with other sites and blogs <ul><ul><li>Ask: Provide outbound links (linkroll) to other sites and blogs and ask for an inbound link. </li></ul></ul><ul><ul><li>Refer: Refer to articles or conversations on other sites or blogs and add value. </li></ul></ul><ul><ul><li>Share: Share (branded) media on online communities and enable others to comment and republish </li></ul></ul><ul><ul><li>Invite: Invite others to comment on a article you have written </li></ul></ul><ul><ul><li>Engage: Engage in meaningful discussions on other sites </li></ul></ul>
    • 33. PR <ul><ul><li>Introduce: Introduce your blog to your target audience, in your peer group and to your competitors </li></ul></ul><ul><ul><li>Provide: Provide information about 'what' and 'why' on site and by email </li></ul></ul><ul><ul><li>Mention: Refer to your blog at offline events, in publications, in other media </li></ul></ul><ul><ul><li>Link: Link to your blog in your email signature, VCard, messenger status or online profile pages </li></ul></ul><ul><ul><li>Contact: Introduce you blog to contacts at specialized media as a possible newstopic </li></ul></ul><ul><ul><li>Evangelise: Enable your authors to evangelise your blog, with business cards, a branded email adddres (forward), an onsite profile page </li></ul></ul>
    • 34. Brand management <ul><ul><li>Track: Know what other people are saying about you </li></ul></ul><ul><ul><li>Intervene: Comment on incorrect or incomplete information about your brand/blog/content or request others to correct factual information </li></ul></ul><ul><ul><li>Presence: Register your brand on popular communities, upload content, link to your blog and provide basic info. </li></ul></ul>
    • 35. Create some online buzz <ul><ul><li>Scoops: Be the first to publish news and become the news </li></ul></ul><ul><ul><li>Opinion: Take a stand and become an opinion leader </li></ul></ul><ul><ul><li>Polarize: Polarize your opinion or the discussion. </li></ul></ul><ul><ul><li>Cross media: Appear in other media </li></ul></ul>
    • 36. <ul><li>Web copywriting (advanced + exercice) </li></ul>
    • 37. Table of content <ul><li>The User </li></ul><ul><li>Structure </li></ul><ul><li>Web copy </li></ul><ul><li>Search Engine Optimalisation </li></ul><ul><li>Exercise </li></ul><ul><li>Sources </li></ul>
    • 38. 1. The User <ul><li>Web users are generally scanning, not reading. </li></ul><ul><li>What is scanning: </li></ul><ul><ul><li>You look at titles, the beginnings of paragraphs and first words of sentences. Instead of starting at the top and reading downwards, most people have learnt that they get better results by scanning over the page, looking for certain clues. </li></ul></ul>
    • 39. 1. The User <ul><li>Why web users scan instead of read: </li></ul><ul><ul><li>Reading from computer screens is tiring for the eyes and about 25 percent slower than reading from paper. </li></ul></ul><ul><ul><li>The Web is a user-driven medium where users feel that they have to move on and click on things. </li></ul></ul><ul><ul><li>Each page has to compete with hundreds of millions of other pages for the user's attention. </li></ul></ul><ul><ul><li>Modern life is hectic and people simply don't have time to work too hard for their information. </li></ul></ul>
    • 40. 2. Structure <ul><li>Pyramid-style is good for academic writing: </li></ul><ul><ul><li>Foundation </li></ul></ul><ul><ul><li>Supporting information </li></ul></ul><ul><ul><li>Smaller summaries </li></ul></ul><ul><ul><li>Brief conclusion </li></ul></ul><ul><li>The pyramid style educates the reader by making them do lots of work along their way up from ground level to the pinnacle. </li></ul>
    • 41. 2. Structure <ul><li>Use the inverted pyramid for web content: </li></ul><ul><ul><li>Putting the essential information first </li></ul></ul><ul><ul><li>Followed with further details </li></ul></ul><ul><ul><li>A quick overview helps the reader get the point and purpose </li></ul></ul><ul><ul><li>Letting the user make a quick judgement whether to read on formore detail or not </li></ul></ul><ul><li>The right way to write for the web is to use the inverted pyramid style, which comes from journalism. </li></ul>
    • 42. 2. Structure <ul><li>The Introduction </li></ul><ul><ul><li>&quot;The most important sentence in any article is the first one. If it doesn ’ t induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn ’ t induce him to continue to the third sentence, it ’ s equally dead.” </li></ul></ul><ul><ul><li>William Zinsser, On Writing Well, p. 55 </li></ul></ul>
    • 43. 2. Structure <ul><li>The Conclusion: </li></ul><ul><ul><li>Give as much thought to the last sentence as the first. </li></ul></ul><ul><ul><li>When you ’ r e ready to stop, stop. </li></ul></ul><ul><ul><li>If possible, bring the lead story full circle. </li></ul></ul><ul><ul><li>It gives symmetry and pleases the reader. </li></ul></ul><ul><ul><li>The perfect ending should take your readers slightly by surprise and yet seem exactly right. </li></ul></ul><ul><ul><li>Often a quotation works best, especially one that is surprising. </li></ul></ul>
    • 44. 3. Web copy <ul><li>General guidelines for better web copy: </li></ul><ul><ul><li>When creating, editing and designing content for the web, get the message across as quickly as possible. </li></ul></ul><ul><ul><li>To do that, say as little as possible, and put the most useful and relevant content first. </li></ul></ul><ul><ul><li>Speak plainly and openly and use a tone of voice that's appropriate to the audience. </li></ul></ul>
    • 45. 3. Web copy <ul><li>Write concisely, then cut, edit, boil down, paraphrase and finally trim. </li></ul><ul><li>Say less: </li></ul><ul><ul><li>Omit needless words. </li></ul></ul><ul><ul><li>Most adverbs are unnecessary. </li></ul></ul><ul><ul><li>Remove long words when a short one will do. </li></ul></ul><ul><ul><li>Keep sentences short. </li></ul></ul><ul><ul><li>Write simply and without clutter. </li></ul></ul><ul><ul><li>D on ’ t over-explain. </li></ul></ul><ul><li>Remove any paragraphs, sentences and words that don't directly help get your point across. </li></ul>
    • 46. 3. Web copy <ul><li>Front-loading: Put important content first </li></ul><ul><ul><li>When a page is longer than its window, putting important content first gets it above 'the fold'. </li></ul></ul><ul><li>Front-load everything: </li></ul><ul><ul><li>Start paragraphs and even sentences with the most relevant words, to work like a header to the paragraph. </li></ul></ul>
    • 47. 3. Web copy <ul><li>Use headlines and headings: </li></ul><ul><ul><li>A strong, attractive headline at the top of a page can make the difference between the page being read or ignored. </li></ul></ul><ul><ul><li>Use headings within a document to make it easy to scan the document's meaning. </li></ul></ul><ul><ul><li>Good journalistic headings read like a bullet-point summary of the document's contents, so a reader can scan down the page, get a quick idea of what's on the page, and decide whether to read in more detail. </li></ul></ul>
    • 48. 3. Web copy <ul><li>Be factual, not cryptic: </li></ul><ul><ul><li>Don't be cryptic. Don't assume you have your audience's undivided attention. You probably don't. You really have to work to grab someone's attention online. </li></ul></ul><ul><ul><li>You don't have the time to expect your users to work out what you mean. Tell the quick, before they go. </li></ul></ul><ul><ul><li>Be clear. Clear writing comes from clear thinking. Know logic, rhetoric and your subject. </li></ul></ul>
    • 49. 3. Web copy <ul><li>Use Active voice: </li></ul><ul><ul><li>Takes less mental decoding: it feels simpler. </li></ul></ul><ul><ul><li>Uses slightly less words than passive. </li></ul></ul><ul><ul><li>Is front-loading. </li></ul></ul><ul><ul><li>Is more specific. </li></ul></ul><ul><ul><li>Example: </li></ul></ul><ul><ul><ul><li>“ Ask a question on the contact us page” </li></ul></ul></ul><ul><ul><ul><li>“ A question can be asked on the contact us page” </li></ul></ul></ul>
    • 50. 3. Web copy <ul><li>Have a unity of </li></ul><ul><ul><li>pronoun (first person, etc.) </li></ul></ul><ul><ul><li>unity of tense (past, present, future) </li></ul></ul><ul><ul><li>unity of mood (casual, comedy, irony). </li></ul></ul><ul><ul><li>Language (avoid foreign words). </li></ul></ul>
    • 51. 3. Web copy <ul><li>How do I get better at (web copy)writing: </li></ul><ul><ul><li>Know the rules of (web copy)writing and learn when to break them. </li></ul></ul><ul><ul><li>Establish a schedule for writing and stick to it. </li></ul></ul><ul><ul><li>Force yourself to write regularly. </li></ul></ul><ul><ul><li>Practice, practice, practice. </li></ul></ul><ul><ul><li>Read good (web copy)writers. </li></ul></ul><ul><ul><li>Ask others to read and critique your (web copy)writing . </li></ul></ul><ul><ul><li>Make your (web copy)writing interesting. Tell a story if possible. </li></ul></ul>
    • 52. 3. Web copy <ul><li>Genre </li></ul><ul><ul><li>Editorial: Comment or criticize </li></ul></ul><ul><ul><li>Column: Share an opinion, an idea or an experience </li></ul></ul><ul><ul><li>Expert: Explain a problem, elaborate on a practice </li></ul></ul><ul><ul><li>Reporter: Report on a seminar or event </li></ul></ul><ul><ul><li>Review: Review a book, an article or other related media </li></ul></ul><ul><ul><li>Q&A: Explain frequently asked questions or answer questions by users </li></ul></ul><ul><ul><li>Interview: Interview opinion makers in your sector </li></ul></ul><ul><ul><li>News: Provide an overview of news items </li></ul></ul>
    • 53. 4. Search Engine Optimalisation <ul><li>Titles: </li></ul><ul><ul><li>your headline should wrap your keywords in a pithy promise that perfectly communicates what the content has to offer. </li></ul></ul><ul><li>Opening: </li></ul><ul><ul><li>It is useful to repeat the targeted keywords in the opening sentence, as long as it can be done in a way that is appealing to a reader and reinforces relevancy. </li></ul></ul><ul><li>Subheadings: </li></ul><ul><ul><li>Restate keywords in subheads, as an introduction to the next topical section of the page. </li></ul></ul>
    • 54. 4. Search Engine Optimalisation <ul><li>Related words and synonyms: </li></ul><ul><ul><li>Good copy should naturally result in words that are related to, as well as synonyms for, the keyword phrases you are after. </li></ul></ul><ul><li>Links: </li></ul><ul><ul><li>Link to related articles, authors or sources in your post. </li></ul></ul><ul><li>Categories and tags: </li></ul><ul><ul><li>Select the main category and use keywords (tags) for your article. </li></ul></ul>
    • 55. 5. Exercise <ul><li>Take an existing text, written for print and rewrite it for the web: </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Introduction </li></ul></ul><ul><ul><li>Headlines </li></ul></ul><ul><ul><li>Heading </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul><ul><ul><li>Quotes </li></ul></ul><ul><ul><li>Category and tags </li></ul></ul><ul><ul><li>Links </li></ul></ul>
    • 56. 6. Sources <ul><li>Web design from scratch: Writing for the web </li></ul><ul><ul><li>www.webdesignfromscratch.com/writing_for_the_web.cfm </li></ul></ul><ul><li>Fire & knowledge: A Guide to Writing Well </li></ul><ul><ul><li>www.fireandknowledge.org/archives/2007/01/08/a-guide-to-writing-well/ </li></ul></ul><ul><li>Useit.com: Why Web Users Scan Instead of Read </li></ul><ul><ul><li>www.useit.com/alertbox/whyscanning.html </li></ul></ul><ul><li>Copyblogger: seo copywriting </li></ul><ul><ul><li>www.copyblogger.com/seo-copywriting/ </li></ul></ul>
    • 57. 6. Q&A <ul><li>Thanks for your attention! </li></ul>

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