Writing for the Web-Fall 2013
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Writing for the Web-Fall 2013



Here are the slides from the presentation on writing for the Web used in class on Monday, September 16, 2013.

Here are the slides from the presentation on writing for the Web used in class on Monday, September 16, 2013.



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  • 7 Pratices (Under this link) 1. Offer original content with genuine value and relevance to your readers. 2. Strategically seed your copy with keywords that describe your content and that correspond with the phrases people are using to perform their searches. 3. Embed keywords where they matter most: in the title, headings, links, metadata (part of your page ’s source code), and image and video tags. 4. Make every page of your site unique: In addition to original content, each page should have its own topic, title, and page-specific keywords (though you can use the highest-volume keywords throughout your site—see “Keyword research tools” for assistance in finding the best keywords). 5. Deliver on the promise of your keywords: Don ’t lure people to your site with words that don’t accurately represent your content. 6. Link to other relevant sites, and encourage those sites to link to yours. 7. Optimize your site for people first—through clear, concise writing—and for search engines second. Implement SEO without turning your text into nonsense.

Writing for the Web-Fall 2013 Writing for the Web-Fall 2013 Presentation Transcript

  • WRITING FOR THE WEB The Context, the Content and JN 325
  • • News through the filter of the press to us with few other options. The traditional model for journalism Source: The Buzz Machine (Jeff Jarvis) The press becomes the press-sphere Web Journalism: THE CONTEXT
  • Journalism Ecosystem NOW • Jeff Jarvis: “There’s a fundamentally new structure to media” • Consumers are at the center of the universe • You don’t have to get information from just the press • You can search for it yourself • You can get a link to it in your e-mail or on Facebook or Twitter • YOU CONTROL the universe of news and information Source: The press becomes press sphere (Jarvis) Web Journalism: THE CONTEXT
  • MONITOR & LINK TO other online content The New York Times now owns a tool that monitors blogs by checking links to its articles & creates “TOPIC Pages” Web Journalism: CONTEXT
  • Web-specific writing resources NOW AVAILABLE • Example: SEO writing guidelines “Yahoo’s editors have given the rules of the writing road a smart and timely reboot. It’s Strunk and White for the online world” -Arianna Huffington Web Journalism: CONTENT
  • Web Journalism: Practice and Promise of a New Medium Published in 2003 -distinguishing features of the Web -- capacity, immediacy, flexibility, permanency, and interactivity - offer new storytelling possibilities.
  • Key Terms for Web Journalism • Layering • Lateral Thinking • Links • Summaries • Chunks • Sub-heads Web Journalism: CONVENTIONS
  • HEADLINE Web Summary Story Text Sub-heading Story Text Link summary Another website W riting & editing as “layering” inform ation Web Journalism: CONVENTIONS
  • Lateral Thinking • Most important REPORTING difference between web and other forms of journalism • Reporters conceive, execute a story BEYOND the linear narrative (story text) • Asks “How can the story expand?” • Brings in multimedia aspects of web • Involves a new PATTERN OF THOUGHT second nature to the web journalist • Uses text to explain, multimedia to show, interactive to demonstrate/engage Web Journalism: CONVENTIONS
  • Web Reporting Means Links • WHY – Adds content to story without interfering with flow of story • WHAT – Research abstracts – Consumer calculators – Glossary/key terminologies – Maps – Forums for exchange – E-mails to story sources Web Journalism: CONVENTIONS
  • Web Reporting Means Links • Two (2) types of links 1) Links to other previously established web sites 2) Links (link lists) to related content (i.e. resource page) created by the writer or reporter Web Journalism: CONVENTIONS
  • Writing the Link Summary • Def: a few words used to introduce a web link to another part of a story package or different web site • Goal: to tell reader what he or she will get if he or she clicks the link • Goes beyond the “click here” cue • May be “embedded” in the presentation of the story Web Journalism: CONVENTIONS “Link text that reads click here is a missed opportunity. It is meaningless to users and doesn’t tell search engines what the page being linked to is about .” -- The YAHOO! Style Guide
  • Writing the Web Summary • Def: one, two or three sentence paragraph that tells what the story is about (also called abstracts in academic writing) • Should not duplicate/mimic the lead of story • Goal: to tell reader what story is about AND sell him/her on reading further • Summaries may use literary techniques (alliteration, puns) and break from newswriting style to draw reader into story Web Journalism: CONVENTIONS
  • 3 Reasons why inverted pyramid works 1) Organizes information in an efficient manner for the reader 2) Allows reader to get enough of the story whether he or she decides to continue or switch to another story 3) Nonchronological structure allows for most interesting, important first no matter where it occurred in sequence of events Web Journalism: CONVENTIONS
  • Web Reporting Means Chunks • Inverted pyramid is even more important on the web • Web writers split writing into smaller, coherent pieces (chunks) to avoid long, scrolling pages Headline Summary CHUNK CHUNK CHUNK Sub-Heading Sub-Heading Web Journalism: CONVENTIONS
  • What’s in a sub-heading? • Def: Line of type within the body copy (of the story) that informs the reader what is coming up next • Should come at natural breaks/shifts in story • Goal: capture MOST IMPORTANT idea of the paragraphs to follow • Usually no more than three or four words Web Journalism: CONVENTIONS
  • From newspaper story to web • “Repurpose” does not mean rehash • “Repurpose” requires rewriting, re- formatting to fit the needs of a different medium • JN 325 Reporting and Writing Across Media focuses on mastering these web principles, learning broadcast principles and developing “lateral thinking” Web Journalism: CONVENTIONS