IMD323 WEB MARKETING          Matt Chandler, Instructor  http://matthewchandler.net/webmarketing       chandler@matthewcha...
WRITING FOR THE WEB Without content,nothing else works.
HOW WE READ
HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
STYLE
STYLE
STYLEShort, to the point
STYLEShort, to the pointCasual, personable
STYLEShort, to the pointCasual, personableBe compelling
Courtesy useit.com, Jakob Nielsen
HEMINGWAY’S 4 RULES
HEMINGWAY’S 4 RULES
HEMINGWAY’S 4 RULESUse short sentences
HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphs
HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous English
HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous EnglishBe positive, notnegative
“I WRITE ONE PAGE OF MASTERPIECE TO NINETY-ONE PAGES OF SHIT. I TRY TO   PUT THE SHIT IN THE      WASTEBASKET.”   HEMINGWA...
WHY BLOGGING WORKS
WHY BLOGGING WORKSEasy-to-use
WHY BLOGGING WORKSEasy-to-useOwned media
WHY BLOGGING WORKSEasy-to-useOwned mediaBranded context
WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimization
WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimizationCommunicate 24/7
WHY BLOGGING WORKS
WHY BLOGGING WORKSSupport many media formats
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distribution
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social media
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted l...
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted l...
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted l...
WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted l...
WHY BLOGGING WORKS
PLANNING
PLANNING
PLANNINGDefine audience
PLANNINGDefine audienceEstablish topics
PLANNINGDefine audienceEstablish topics  Products/services you  sell  Interesting articles  you’ve read  Experiences you’ve...
METHODOLOGY
METHODOLOGY
METHODOLOGYInverted pyramid
METHODOLOGYInverted pyramid  Need to know
METHODOLOGYInverted pyramid  Need to know  Should know
METHODOLOGYInverted pyramid  Need to know  Should know  Would be nice to  know
METHODOLOGY
METHODOLOGYExamples, examples, examples
METHODOLOGYExamples, examples, examples  Meaningful links
METHODOLOGYExamples, examples, examples  Meaningful links  Cite sources
METHODOLOGYExamples, examples, examples  Meaningful links  Cite sources  Provide backup
METHODOLOGYExamples, examples, examples  Meaningful links  Cite sources  Provide backup
IMAGES
IMAGESImages
IMAGESImages  Google Images
IMAGESImages  Google Images  WikiMedia  Commons
IMAGESImages  Google Images  WikiMedia  Commons  Avoid cliches
IMAGESImages  Google Images  WikiMedia  Commons  Avoid cliches
IMAGESImages  Google Images  WikiMedia Commons  Avoid cliches
IMAGESImages  Google Images  WikiMedia  Commons  Avoid cliches
VIDEO
VIDEOVideos  YouTube  Vimeo  Facebook
STRUCTURE
STRUCTURELists
STRUCTURELists   Bullets for lists
STRUCTURELists   Bullets for lists   Numbers for steps
STRUCTURELists   Bullets for lists   Numbers for stepsHeadings & subheadings
SEO
SEOSEO/Metadata
SEOSEO/Metadata   Headline & title tag
SEOSEO/Metadata   Headline & title tag   Description & excerpt
SEOSEO/Metadata   Headline & title tag   Description & excerpt   Keywords      Google Keyword   Tool      Zemanta     Word...
PROCESS
PROCESSWrite information, notdocuments
PROCESSWrite information, notdocumentsFocus on essential messages
PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
PROCESS
PROCESSEdit ruthlessly
PROCESSEdit ruthlesslyRefresh constantly
PROCESSEdit ruthlesslyRefresh constantlyPromote sharing
INARGUABLE DATA
INARGUABLE DATALength Matters
INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate...
INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate...
INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate...
INARGUABLE DATA
INARGUABLE DATAPics Get Clicks
INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increase...
INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increase...
INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increase...
INARGUABLE DATA
INARGUABLE DATALists With a Twist
INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorugh...
INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorugh...
INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorugh...
INARGUABLE DATA
INARGUABLE DATAGoing Deeper
INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines witho...
INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines witho...
INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines witho...
INARGUABLE DATA
INARGUABLE DATAQuestions Work
INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended wi...
INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended wi...
INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended wi...
FACEBOOK OR BLOG?
FACEBOOK OR BLOG?   Top 10 Reasons Business Blogging IsBetter Than Facebook
FACEBOOK OR BLOG?   Top 10 Reasons Business Blogging IsBetter Than Facebook
FACEBOOK OR BLOG?
FACEBOOK OR BLOG?10. Stability
FACEBOOK OR BLOG?10. Stability9. Bigger Payoff
FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO
FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life
FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
FACEBOOK OR BLOG?10. Stability        5. Content Hub9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
FACEBOOK OR BLOG?10. Stability        5. Content Hub9. Bigger Payoff     4. Offer More Value8. SEO7. Long Shelf Life6. New...
FACEBOOK OR BLOG?10. Stability        5. Content Hub9. Bigger Payoff     4. Offer More Value8. SEO               3. More C...
FACEBOOK OR BLOG?10. Stability        5. Content Hub9. Bigger Payoff     4. Offer More Value8. SEO               3. More C...
FACEBOOK OR BLOG?
FACEBOOK OR BLOG?CONTROL
FACEBOOK OR BLOG?CONTROL
Imd323 week 3
Imd323 week 3
Imd323 week 3
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Imd323 week 3

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WEEK 3: CONTENT: THE ROOT OF EVERYTHING ONLINE
Writing for the web
Evaluating audience needs
Style, function and format

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  • Imd323 week 3

    1. 1. IMD323 WEB MARKETING Matt Chandler, Instructor http://matthewchandler.net/webmarketing chandler@matthewchandler.net @mattchandl3r
    2. 2. WRITING FOR THE WEB Without content,nothing else works.
    3. 3. HOW WE READ
    4. 4. HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
    5. 5. HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
    6. 6. STYLE
    7. 7. STYLE
    8. 8. STYLEShort, to the point
    9. 9. STYLEShort, to the pointCasual, personable
    10. 10. STYLEShort, to the pointCasual, personableBe compelling
    11. 11. Courtesy useit.com, Jakob Nielsen
    12. 12. HEMINGWAY’S 4 RULES
    13. 13. HEMINGWAY’S 4 RULES
    14. 14. HEMINGWAY’S 4 RULESUse short sentences
    15. 15. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphs
    16. 16. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous English
    17. 17. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous EnglishBe positive, notnegative
    18. 18. “I WRITE ONE PAGE OF MASTERPIECE TO NINETY-ONE PAGES OF SHIT. I TRY TO PUT THE SHIT IN THE WASTEBASKET.” HEMINGWAY, 1934, TO F. SCOTT FITZGERALD.
    19. 19. WHY BLOGGING WORKS
    20. 20. WHY BLOGGING WORKSEasy-to-use
    21. 21. WHY BLOGGING WORKSEasy-to-useOwned media
    22. 22. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded context
    23. 23. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimization
    24. 24. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimizationCommunicate 24/7
    25. 25. WHY BLOGGING WORKS
    26. 26. WHY BLOGGING WORKSSupport many media formats
    27. 27. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distribution
    28. 28. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social media
    29. 29. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customers
    30. 30. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiatives
    31. 31. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiativesProvide metrics against marketing goals
    32. 32. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiativesProvide metrics against marketing goals
    33. 33. WHY BLOGGING WORKS
    34. 34. PLANNING
    35. 35. PLANNING
    36. 36. PLANNINGDefine audience
    37. 37. PLANNINGDefine audienceEstablish topics
    38. 38. PLANNINGDefine audienceEstablish topics Products/services you sell Interesting articles you’ve read Experiences you’ve had
    39. 39. METHODOLOGY
    40. 40. METHODOLOGY
    41. 41. METHODOLOGYInverted pyramid
    42. 42. METHODOLOGYInverted pyramid Need to know
    43. 43. METHODOLOGYInverted pyramid Need to know Should know
    44. 44. METHODOLOGYInverted pyramid Need to know Should know Would be nice to know
    45. 45. METHODOLOGY
    46. 46. METHODOLOGYExamples, examples, examples
    47. 47. METHODOLOGYExamples, examples, examples Meaningful links
    48. 48. METHODOLOGYExamples, examples, examples Meaningful links Cite sources
    49. 49. METHODOLOGYExamples, examples, examples Meaningful links Cite sources Provide backup
    50. 50. METHODOLOGYExamples, examples, examples Meaningful links Cite sources Provide backup
    51. 51. IMAGES
    52. 52. IMAGESImages
    53. 53. IMAGESImages Google Images
    54. 54. IMAGESImages Google Images WikiMedia Commons
    55. 55. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    56. 56. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    57. 57. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    58. 58. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    59. 59. VIDEO
    60. 60. VIDEOVideos YouTube Vimeo Facebook
    61. 61. STRUCTURE
    62. 62. STRUCTURELists
    63. 63. STRUCTURELists Bullets for lists
    64. 64. STRUCTURELists Bullets for lists Numbers for steps
    65. 65. STRUCTURELists Bullets for lists Numbers for stepsHeadings & subheadings
    66. 66. SEO
    67. 67. SEOSEO/Metadata
    68. 68. SEOSEO/Metadata Headline & title tag
    69. 69. SEOSEO/Metadata Headline & title tag Description & excerpt
    70. 70. SEOSEO/Metadata Headline & title tag Description & excerpt Keywords Google Keyword Tool Zemanta Wordtracker
    71. 71. PROCESS
    72. 72. PROCESSWrite information, notdocuments
    73. 73. PROCESSWrite information, notdocumentsFocus on essential messages
    74. 74. PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
    75. 75. PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
    76. 76. PROCESS
    77. 77. PROCESSEdit ruthlessly
    78. 78. PROCESSEdit ruthlesslyRefresh constantly
    79. 79. PROCESSEdit ruthlesslyRefresh constantlyPromote sharing
    80. 80. INARGUABLE DATA
    81. 81. INARGUABLE DATALength Matters
    82. 82. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.
    83. 83. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.2011 Outbrain/Content Marketing Institute
    84. 84. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.2011 Outbrain/Content Marketing Institute
    85. 85. INARGUABLE DATA
    86. 86. INARGUABLE DATAPics Get Clicks
    87. 87. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.
    88. 88. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.2011 Outbrain/Content Marketing Institute
    89. 89. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.2011 Outbrain/Content Marketing Institute
    90. 90. INARGUABLE DATA
    91. 91. INARGUABLE DATALists With a Twist
    92. 92. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.
    93. 93. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.2011 Outbrain/Content Marketing Institute
    94. 94. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.2011 Outbrain/Content Marketing Institute
    95. 95. INARGUABLE DATA
    96. 96. INARGUABLE DATAGoing Deeper
    97. 97. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.
    98. 98. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.2011 Outbrain/Content Marketing Institute
    99. 99. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.2011 Outbrain/Content Marketing Institute
    100. 100. INARGUABLE DATA
    101. 101. INARGUABLE DATAQuestions Work
    102. 102. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.
    103. 103. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.2011 Outbrain/Content Marketing Institute
    104. 104. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.2011 Outbrain/Content Marketing Institute
    105. 105. FACEBOOK OR BLOG?
    106. 106. FACEBOOK OR BLOG? Top 10 Reasons Business Blogging IsBetter Than Facebook
    107. 107. FACEBOOK OR BLOG? Top 10 Reasons Business Blogging IsBetter Than Facebook
    108. 108. FACEBOOK OR BLOG?
    109. 109. FACEBOOK OR BLOG?10. Stability
    110. 110. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff
    111. 111. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO
    112. 112. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life
    113. 113. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
    114. 114. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
    115. 115. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO7. Long Shelf Life6. News Feed
    116. 116. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO 3. More Clicking7. Long Shelf Life6. News Feed
    117. 117. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO 3. More Clicking7. Long Shelf Life 2. Reach Multiple6. News Feed Audiences
    118. 118. FACEBOOK OR BLOG?
    119. 119. FACEBOOK OR BLOG?CONTROL
    120. 120. FACEBOOK OR BLOG?CONTROL

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