Writing Good Web Content


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Writing Good Web Content

  1. 1. Write Answers Steve Burge Open Source Training Open Source Matters
  2. 2. Steve Burge
  3. 3. Most Content …
  4. 4. Who wrote this? <ul><li>“ Short words are best” </li></ul><ul><li>“ Your headline is the most important element” </li></ul><ul><li>“ Use phrases such as ‘Limited supply’ and ‘last time at this price’” </li></ul>
  5. 5. David Ogilvy
  6. 6. Content doesn’t change
  7. 7. Sometimes it’s hard work:
  8. 8. Sometimes it’s hard work:
  9. 9. Other times it’s accident:
  10. 10. Only One Thing Matters: <ul><li>Practice </li></ul>
  11. 11. Only One Thing Matters: <ul><li>“ Lose Your First 50 Games As Quickly As Possible” - Go Proverb </li></ul>
  12. 12. Topics: <ul><li>Solve Problems </li></ul><ul><li>Solve Problems </li></ul><ul><li>Solve Problems </li></ul><ul><li>Solve Problems </li></ul><ul><li>Solve Problems </li></ul><ul><li>WIIFM??? </li></ul>
  13. 13. Topics: Solve Problems
  14. 14. Topics: Not Solving Problems <ul><li>Complaints: “Drupal sucks!” </li></ul><ul><li>Mundane: “I’m trying Joomla” </li></ul><ul><li>No solutions: “I don’t know how to do X” </li></ul><ul><li>Replicating: “Wordpress 3.0 is out” </li></ul><ul><li>Promoting: “We’re great” </li></ul>
  15. 15. Great Expo Examples <ul><li>http://css-tricks.com </li></ul><ul><li>Wordpress and CSS </li></ul>
  16. 16. Great Expo Examples <ul><li>http://HowtoJoomla.net </li></ul><ul><li>Joomla </li></ul>
  17. 17. Great Expo Examples <ul><li>http://Lullabot.com </li></ul><ul><li>Drupal </li></ul>
  18. 18. Topics <ul><li>“ Scratch Your Own Itch” </li></ul><ul><li>“ Rework” book </li></ul><ul><li>Basecamp, Campfire, Highrise </li></ul>
  19. 19. Topics: <ul><li>Solve Your Problems </li></ul><ul><li>Solve Your Problems </li></ul><ul><li>Solve Your Problems </li></ul><ul><li>Solve Your Problems </li></ul><ul><li>Solve Your Problems </li></ul><ul><li>What are you more passionate about than the problem you’re faced with? </li></ul>
  20. 20. Topics: Solving Problems <ul><li>This module sucks because feature X is missing. It’s needed because … </li></ul><ul><li>I’m trying to build a theme and have X advice for people getting started </li></ul><ul><li>I don’t know how to do X, but I’ve tried A, B and C </li></ul>
  21. 21. Topics: My advice <ul><li>Solve Your Niche Problems </li></ul><ul><li>Solve Your Niche Problems </li></ul><ul><li>Solve Your Niche Problems </li></ul><ul><li>Solve Your Niche Problems </li></ul><ul><li>Solve Your Niche Problems </li></ul><ul><li>Start in a niche. Expand later. </li></ul>
  22. 22. Topics: Solving Problems <ul><li>Your readers weren’t at CMSExpo: </li></ul><ul><li>… </li></ul><ul><li>… </li></ul><ul><li>… </li></ul>
  23. 23. Content <ul><li>“ Get rid of half the words on each page, then get rid of half what’s left” </li></ul><ul><li>- Steve Krug </li></ul>
  24. 24. Find One Of Your Posts <ul><li>Find the average sentence length </li></ul><ul><li>(the number of words divided by the number of sentences) </li></ul>
  25. 25. Find One Of Your Posts <ul><li>Find the average number of syllables per word </li></ul><ul><li>(the number of syllables divided by the number of words) </li></ul>
  26. 26. Find One Of Your Posts <ul><li>200 - sentence length - (80 x average number of syllables) = ? </li></ul>
  27. 27. The Flesch Reading Ease Readability Formula <ul><li>90-100 : Very Easy </li></ul><ul><li>80-89 : Easy </li></ul><ul><li>70-79 : Fairly Easy </li></ul><ul><li>60-69 : Standard </li></ul><ul><li>50-59 : Fairly Difficult </li></ul><ul><li>30-49 : Difficult </li></ul><ul><li>0-29 : Very Confusing </li></ul>
  28. 28. Cut this down: <ul><li>Joomla is an award-winning content management system (CMS), which enables you to build Web sites and powerful online applications. Many aspects, including its ease-of-use and extensibility, have made Joomla the most popular Web site software available. Best of all, Joomla is an open source solution that is freely available to everyone. (http://joomla.org/about-joomla.html) </li></ul>
  29. 29. Break up your text <ul><li>http://sensible.com/chapter.html </li></ul>
  30. 30. Break up your text <ul><li>Images </li></ul><ul><li>Bullet points </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Sub-headings </li></ul>
  31. 31. Headlines <ul><li>“ 75 percent of the buying decisions are made at the headline alone” </li></ul><ul><li>- Tested Advertising Methods </li></ul>
  32. 32. Headlines <ul><li>Benefits </li></ul><ul><li>Verbs </li></ul><ul><li>Specifics </li></ul><ul><li>65 characters long for S.E.O. </li></ul><ul><li>You have to get over the feeling that you’re being cheesy </li></ul>
  33. 33. Headlines <ul><li>http://www.conversion-rate-experts.com </li></ul>
  34. 34. Headlines <ul><li>How to get links to your blog from top CMS websites </li></ul><ul><li>$500 in free links and traffic available now </li></ul><ul><li>Are you frustrated with the time needed to build links? </li></ul><ul><li>Does Google drive you mad? We’re about to reveal the solution </li></ul>
  35. 35. 5 Pieces of Advice <ul><li>Practice </li></ul><ul><li>Solve your niche problems </li></ul><ul><li>Write short </li></ul><ul><li>Break up the text </li></ul><ul><li>Write headlines with specific, energetic benefits </li></ul>
  36. 36. Grab some paper …
  37. 37. A Blog About the Expo <ul><li>Let’s practice </li></ul><ul><li>What problem are you solving? </li></ul><ul><li>Write one paragraph with the solution </li></ul><ul><li>Find an image </li></ul><ul><li>Pick a specific, punchy headline </li></ul><ul><li>Email steve@ostraining.com and we’ll get you at least 5 great CMS links. </li></ul>
  38. 38. Book Recommendations
  39. 39. Blog Recommendations
  40. 40. Questions
  41. 41. Thank you. <ul><li>Steve Burge </li></ul><ul><li>Open Source Training </li></ul><ul><li>Atlanta, USA </li></ul><ul><li>[email_address] </li></ul>