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EMG KnowledgeBuilder - The Fundamentals of Great Web Writing
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EMG KnowledgeBuilder - The Fundamentals of Great Web Writing


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This KnowledgeBuilder is a presentation of the Educational Marketing Group, Inc. on "The Fundamentals of Great Web Writing". It was presented on December 8, 2011. Learn more about KnowledgeBuilders at …

This KnowledgeBuilder is a presentation of the Educational Marketing Group, Inc. on "The Fundamentals of Great Web Writing". It was presented on December 8, 2011. Learn more about KnowledgeBuilders at

Creating great web content is much more than taking copy and shortening it to easily consumable digital bites. A skilled web writer must take into account elements like:
* structuring copy so that it leads readers backwards and forwards through your site - no matter where they enter it,
* crafting copy so that it gets the attention of both readers and search engines,
* and strategically using meta descriptions and tags, as well as image titles and descriptions to draw readers to your site.

If you want to master these skills and create a much more powerful website in the process, this Knowledgebuilder is for you.

This KnowledgeBuilder is designed to teach you:
* the fundamentals of copywriting on the web
* methods to structure narrative that effectively leads the reader around your site
* tips on writing for search engines
* how to craft meta descriptions
* how to use page tags and image descriptors to increase site visibility
* common mistakes that frustrate both readers and search engines

In this KnowledgeBuilder, you will get:
* connection assistance 15 minutes directly prior to session's start
* 90-minutes of professional development
* background material provided after the presentation

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

Published in: Education, Technology, Design
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  • 1. Knowledgebuilder #emgkbDecember 8, 2011 the fundamentals of great web writing
  • 2. Ineke CaycedoSenior Brand Strategist professional delight :: helping organizations shape authentic and enduring brands. personal passion :: crisp morning air. A path leading upward. The promise of adventure. #emgkb
  • 3. Angela BrennanMarketing Management Analyst professional delight :: telling a client’s story through the use of data personal passion :: mother, avid sports fan, and still trying to figure it all out #emgkb
  • 4. #emgkb session outline1. setting the stage2. who is “The Web?” a. human b. machine3. steps to effective writing for the web a. content and architecture b. principles of content construction c. infusing your brand’s personality4. discussion
  • 5. #emgkbinstant poll is writing copy for the web an essential part of your job? • yes • no • once in a while
  • 6. #emgkbsetting the stage
  • 7. #emgkbwriting for print ONE ACT PLAY
  • 8. #emgkbwriting for the web
  • 9. #emgkbwho is “The Web”
  • 10. who is “The Web” #emgkb
  • 11. who is “The Web” experience based + emotionally driven #emgkb
  • 12. #emgkbwriting for…
  • 13. #emgkbwho is “The Web” algorithm based + factor driven
  • 14. algorithm factors• keywords• search friendly site design• content• inbound links #emgkb
  • 15. #emgkbtools: • • • • • • • • optimization-starter-guide.pdf •
  • 16. #emgkbinstant poll what type of research do you conduct on search terms (pick all that apply)? we’ve studied: • ourselves • our competitors • higher ed • majors/programs • nothing
  • 17. #emgkbhow do we write for...
  • 18. #emgkb steps to writingeffectively for the medium
  • 19. the relationship of content and architecture interaction experience customer design design relationship knowledge information information managementmanagement architecture design
  • 20. content & architecturesteps:1. structure your site so that your main navigation acts as guide through your brand story2. create navigation specific to your audience not your institution3. make sure that link names are search-engine and people friendly #emgkb
  • 21. content & architecture
  • 22. optimized for search1. page title: • current: Future Students | Cottey College, Nevada, Missouri, US • could be: Cottey College – Women’s Liberal Arts and Sciences College in Nevada, Missouri2. meta description: • current: An independent liberal arts and science college • could be: Cottey College is an independent women’s liberal arts and sciences college located in Nevada, Missouri. #emgkb
  • 23. principles of content construction #emgkb
  • 24. content constructiondon’ts:1. don’t create pages that are link lists2. don’t drop audiences in a dead end3. don’t create copy-dense pages4. don’t mix and match audience-specific content #emgkb
  • 25. content construction
  • 26. content is king • easy to follow • of quality • be fresh • be unique • stay organized • keep users in mind #emgkb
  • 27. content construction dos:1. do use a 6th grade level for top level pages2. do keep copy length between 500 - 600 words3. do use descriptive titles and subtitles to break up your copy4. do create tags (keywords) and meta data for each page you write5. do implement the principle of progressive disclosure to create audience- and search-engine-friendly pages6. do ensure that your keywords are used in your copy #emgkb
  • 28. content constructiontip: create a list of keywords from the following: • keywords based on how people search for you now • keywords that you want to rank higher • keywords where your competitors rank high #emgkb
  • 29. dos:1. do optimize every page • if you have too many pages, group them into smaller sections2. do create new pages for each keyword group • only 3-5 keywords per page • i.e. a group might be “accounting degree Colorado,” “accounting program Colorado,” “accounting degrees in Denver,” etc. #emgkb
  • 30. content construction
  • 31. infusing your brand’s personality #emgkb
  • 32. infusing your brand’s personality#emgkb
  • 33. infusing your brand’s personality#emgkb
  • 34. infusing your brand’s personalitysteps:1. develop a clearly defined brand platform or make sure that platform is expressed on your website2. make sure you know who your brand is before setting key to page3. prioritize your most important messages up front4. make sure the brand is expressed in audience appropriate ways #emgkb
  • 35. brand personality
  • 36. #emgkbthank you