Pub355: Writing for the Web

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Pub355: Writing for the Web

  1. 1. what’s up next Nov 4: Nov 18:• Writing for the Web (SEO) • SMM case studies and examples• Individual assignment: press release (group presentations—5 min.)• Review feedback on Draft 2 • Work on Draft 3• Readings for Nov 18 • Assignment for Nov 18: based on your Nov 25: draft 2, Ill assign each group a tool to • Measuring Successresearch and present on Nov 18 • Review for in-class test • Work on Draft 3Nov 11:No class Dec 2:  • In-class test Dec 9: • Draft 3 due Monique Trottier @BoxcarMarketing
  2. 2. Writing for Two Audiences People + Search Engines by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  3. 3. Creating an Online Press Release
  4. 4. 1. HeadlineA headline establishes the content of the pressrelease.It’s a promise of what the reader will find out byreading on.(#4 It has a Hook.)It should include keyword phrases relevant to thecontent of the press release.It should include the name of the company,product or service. monique@boxcarmarketing.com twitter: @boxcarmarketing
  5. 5. What are keywords?Keyword phrases are the words people type into asearch engine in order to find things on the web.(#3 Consider the keywords your audience woulduse to search for your event.) monique@boxcarmarketing.com twitter: @boxcarmarketing
  6. 6. Keyword Matches Get Bolded monique@boxcarmarketing.com twitter: @boxcarmarketing
  7. 7. Checklist for Headlines• A Headline Should Appear in Title Case• Capitalize Every Word Except Prepositions and Articles• Aim for 60-170 characters• ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED.• Include relevant keyword phrases• Articulate the content of the press release• Provide a good hook (a reason to keep reading)• Include the company name monique@boxcarmarketing.com twitter: @boxcarmarketing
  8. 8. Example HeadlineUniversal Orlando Resort Celebrates the One-YearAnniversary of The Wizarding World of Harry Headline Checklist:Potter A Headline Should Appear in Title Case Capitalize Every Word Excepthttp://media.universalorlando.com/harrypotter/news.php?id=31 Prepositions and Articles Aim for 60-170 characters (used 86) ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED. Include relevant keyword phrases Articulate the content of the press release Provide a good hook (a reason to keep reading) Include the company name monique@boxcarmarketing.com twitter: @boxcarmarketing
  9. 9. 2. SummaryThe Summary is a synopsis of the information inthe release. It follows the headline and is usually1-4 sentences only. Sentence case is used forsummary text.Checklist for Summary:• A Summary should appear in sentence case.• Aim for 1-4 sentences• Include relevant keyword phrases• Articulate the content of the press release• Provide a good hook (a reason to keep reading)• Include the company name monique@boxcarmarketing.com twitter: @boxcarmarketing
  10. 10. Example SummaryUniversal Creates Special Moment for Guests inHogsmeade Summary Checklist: A Summary should appear in sentence case.Plus, All-New "Share Your Story" Facebook Tab Aim for 1-4 sentencesAllows Guests to Share their Favorite Memories Include relevant keyword phrasesfrom this Spectacularly Themed Entertainment Articulate the content of the press releaseEnvironment Provide a good hook (a reason to keep reading) Include the company name monique@boxcarmarketing.com twitter: @boxcarmarketing
  11. 11. Summary Appears As the Results Description monique@boxcarmarketing.com twitter: @boxcarmarketing
  12. 12. Tips for Writing a Good Press Release • Start Strong: You have a matter of seconds to earn attention. • Be Newsworthy: The headline, summary and 1st paragraph should clarify the news. The rest of the release provides the details. It’s not a marketing pitch or advertisement. • Use Keywords: The headline and summary use keywords people are likely to use when searching for this type of information. • Identify Yourself: Identify the company, brand or product in the headline and summary. • Economize Your Words: Be concise. Aim for 60 characters including spaces for the headline and 1-4 sentences for the summary. • Pick an Angle: Make sure your release has a good hook. • Proofread: No spelling or grammatical errors. monique@boxcarmarketing.com twitter: @boxcarmarketing
  13. 13. 3. BodyChecklist• Be on-topic• Deliver on the promise established in the Headline• Include relevant keyword phrases• But avoid keyword stuffing—overusing keywords repetitively—which makes search engines think you’re trying to scam the system.• Model the lead paragraph on the summary.• The lead paragraph is 25 words or less.• Body Copy is 300-800 words.• Always write press releases in the third person. No “I” or “you.” monique@boxcarmarketing.com twitter: @boxcarmarketing
  14. 14. Example Lead ParagraphORLANDO, Fla. (June 18, 2011) - Today, Body Checklist:Universal Orlando Resort celebrated the one-year Be on-topic Deliver on the promise established inanniversary of the most spectacularly themed the Headlineentertainment environment - The Wizarding Include relevant keyword phrases But avoid keyword stuffing—World of Harry Potter, where the wonder, overusing keywords repetitively— which makes search engines thinkexcitement and adventures of the Harry Potter you’re trying to scam the system. Model the lead paragraph onbooks and films come to life. the summary. The lead paragraph is 25 words or less (38 words used). Body Copy is 300-800 words. Always write press releases in the third person. No “I” or “you.” Includes a link. monique@boxcarmarketing.com twitter: @boxcarmarketing
  15. 15. My suggestionHeadline: Universal Orlando Resort Celebrates The One-Year Anniversaryof The Wizarding World of Harry PotterSummary: Universal Orlando Resort creates special moment for guestscelebrating in Hogsmeade and extends the virtual celebration to theall-new "Share Your Story" Facebook tab that allows guests to sharetheir favorite memories from this spectacularly themed entertainmentenvironment.Body: ORLANDO, Fla. (June 18, 2011) - Today, Universal OrlandoResort celebrated the one-year anniversary of the most spectacularlythemed entertainment environment - The Wizarding World of HarryPotter. In live celebrations, and virtual celebrations through the resort’s“Share Your Story” Facebook tab, guests were invited to share thewonder, excitement and adventures of the Harry Potter books and filmscome to life. monique@boxcarmarketing.com twitter: @boxcarmarketing
  16. 16. 4. LinksLinks are the currency of the web. They are what we use to endorse content(retweeting links, blogging and linking to another site). Provide a relevantlink in the first paragraph of your press release.Search engines look at links pointing at your domain, and a link from apress release service such as PRWeb.com is a vote of legitimacy.Providing a link early on in the press release also helps journalists andbloggers understand where to find more relevant content about thistopic. They are also likely to use the link you provide in their follow-upstories, which means more links to your domain, and more votes ofcredibility for your content in the eyes of the search engines. monique@boxcarmarketing.com twitter: @boxcarmarketing
  17. 17. 5. Boilerplate StatementThe boilerplate statement is the one-paragraph “About Us” snippet at theend of a press release. Most organizations reuse the same piece of copy forall press releases, which is a wasted opportunity as this is another place toadd keywords and to establish the “so what?” (#4) of what you do or toreinforce your brand/business identity (#6).Boilerplate Checklist:• Include the facts: company name, location, what you do.• Include the “so what?”, or the positioning statement (6: brand statement, niche, business identity): what is compelling about what you do? Are you the 1st company to do it? Does 80% of the market use your products?• Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release. monique@boxcarmarketing.com twitter: @boxcarmarketing
  18. 18. Which is better for this example press release?The Universal Orlando resort destination (www.universalorlando.com)includes two dramatically distinct and adjacent theme parks, the Universal Boilerplate Checklist:Studios motion picture and television theme park and Universals Islands of Include the facts: company name, location, what you do.Adventure, Orlandos most thrilling and exhilarating theme park. UniversalOrlando also includes CityWalk, a 30-acre dining, shopping, club and live- Include the “so what?”, or the positioning statement: whatentertainment venue as well as premier on-site Loews hotels and world- is compelling about what you do? Are you the 1st companyclass film and television production facilities. to do it? Does 80% of the market use your products? Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplateUniversal Orlando Resort is a theme park destination that places you statement that helps reinforce the message you are trying toand your family in the heart of pop cultures most incredible and get across in your presstimeless stories. Guests experience two exciting theme parks - release.Universal Studios and Islands of Adventure as well as UniversalCityWalk, a 30-acre restaurant, shopping and nighttime entertainmentcomplex; and three magnificently themed on-site hotels. Flagshipexperiences include soaring above Hogwarts with Harry Potter,swinging above the streets with Spider-Man, and helping Shrek savePrincess Fiona in Shrek 4-D. www.universalorlando.com. monique@boxcarmarketing.com twitter: @boxcarmarketing
  19. 19. Social Media ReleaseA social media press release includes relevant links, keyword phrases,a great hook in the headline, summary and lead paragraph, andmultimedia goodies like links, images, video and other shareablecontent.Journalists and bloggers are looking for good content that can bemade into excellent news stories. If you provide easy to access,well-written, remarkable, unique and newsworthy content thatengages people, then you will get more incoming links(recommendations and referrals), more story mentions, a betterchance of showing up in search results for related keyword phrasesand a larger audience for your content. monique@boxcarmarketing.com twitter: @boxcarmarketing
  20. 20. Pulling It TogetherHeadlines: Body:• A Headline Should Appear in Title Case • Body content is on-topic and delivers on the• Capitalize Every Word Except Prepositions promise established in the Headline and Articles • Lead paragraph is 25 words or less• Aim for 60-170 characters • Aim for 300-800 words• ALL CAPS FOR EMPHASIS SHOULD BE • ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED. AVOIDED.• Include relevant keyword phrases • Include relevant keyword phrases (but avoid• Articulate the content of the press release spammy repetition)• Provide a good hook (a reason to keep • Content is focused on a core message (not reading) trying to cram in 3-4 ideas)• Include the company name • Include a link early on in the releaseSummary: Boilerplate Statement• A Summary should appear in sentence case. • Include the facts: company name, location,• Aim for 1-4 sentences what you do.• Include relevant keyword phrases • Include the “so what?”, or the positioning• Articulate the content of the press release statement: what is compelling about what• Provide a good hook (a reason to keep you do? Are you the 1st company to do it? reading) Does 80% of the market use your products?• Include the company name Remember a press release is no place for a sales pitch, but you can write a compelling, relevant boilerplate statement that helps reinforce the message you are trying to get across in your press release. monique@boxcarmarketing.com twitter: @boxcarmarketing
  21. 21. Individual AssignmentWrite a press release for your Terroryaki! event.• Step 1: create a list of relevant keyword phrases that your target audience might use if searching for an event like yours. i.e., the name of your event, the book title and author name, the location of your event.• Step 2: Think about the hook for your event. Write a relevant headline and summary.• Step 3: Now write the lead paragraph, body and boilerplate.• Due in 1 hour. Ensure your name and ID is included. monique@boxcarmarketing.com twitter: @boxcarmarketing
  22. 22. Next StepsASSIGNMENTIndividual Assignment on Online PRPrepare 5 minute group presentation for next class.READINGSDarren Barefoot and Julie Szabo, Chapter 10 & 12, Friends WithBenefits, 171-193 and 220-237How to measure the success of a press release:http://www.bloggingprweb.com/how-to-measure-pr-success monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
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