Writing for the Web


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A webinar about making your message stand out on the wild, wild web. Find out how to differentiate your organization on your web sites, blogs and social media. This is a collaboration between the Community Foundation of Sarasota County's Nonprofit Resource Center, the Central West Coast Chapter of FPRA and the internet marketing firm - atLarge,Inc.

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Writing for the Web

  1. 2. My name is Amanda. I plan, write and edit copy for the internet marketing firm atLarge, Inc.  Well, hello...
  2. 3. Writing for the Web plan, scan, fan
  3. 4. 'Never go "Ready, fire, aim" - you'll shoot yourself in the foot.' -Ed McCabe Copywriter
  4. 5. Hatching Your Plan <ul><li>Start at the beginning </li></ul><ul><ul><li>Proven wins w/ visitors </li></ul></ul><ul><ul><li>Customer surveys </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>
  5. 6. Hatching Your Plan  
  6. 7. Hatching Your Plan <ul><li>Planning for search wins </li></ul><ul><ul><li>Develop and hone your target keyword list for content topics and headlines. </li></ul></ul><ul><ul><li>Plan to write descriptions to entice visitors to click on your pages for blog posts, web pages as well as videos and pictures within social media. </li></ul></ul><ul><ul><li>Collect links related to your keywords that can be integrated into your web writing. </li></ul></ul>
  7. 8. Hatching Your Plan <ul><li>Resources to help you along </li></ul><ul><ul><li>Content outlines   </li></ul></ul><ul><ul><li>Editorial calendars  </li></ul></ul><ul><ul><li>Guest contributors </li></ul></ul><ul><ul><li>Style Guides </li></ul></ul><ul><ul><li>Content from your other mediums </li></ul></ul>
  8. 9. Hatching Your Plan  <ul><li>Gather inspiration from... </li></ul><ul><ul><li>Your vault   </li></ul></ul><ul><ul><li>Experts in your organization </li></ul></ul><ul><ul><li>Content gaps </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  9. 10. Hatching Your Plan - Messaging <ul><li>Know thyself </li></ul><ul><ul><li>What's your goal?  </li></ul></ul><ul><ul><li>What key messages do you want to communicate? </li></ul></ul><ul><ul><li>What's your brand personality? </li></ul></ul><ul><ul><li>How are you going to measure success?  </li></ul></ul>
  10. 11. Hatching Your Plan - Messaging <ul><li>Your audience </li></ul><ul><ul><li>Who are they?   </li></ul></ul><ul><ul><li>What do they need and want? </li></ul></ul><ul><ul><li>What do they see as the benefits you offer? </li></ul></ul><ul><ul><li>What action do you want them to take?  </li></ul></ul>
  11. 12. &quot;I try to leave out the parts that people skip.&quot; - Elmore Leonard Author
  12. 13. On average 20% of the words on a web page are actually read. (that's just 2.5 words of the sentence above)
  13. 14. That's because we don't read online.  We scan .
  14. 15. &quot;Scan Me&quot; Content Tips <ul><ul><li>S - so what? </li></ul></ul><ul><ul><li>C - be concise . </li></ul></ul><ul><ul><li>A - activate . </li></ul></ul><ul><ul><li>N - not so fast . </li></ul></ul>
  15. 16. &quot;Scan Me&quot; Content Tips - So What? <ul><ul><li>Show me what's it in for me . </li></ul></ul><ul><ul><li>Use meaningful headlines and subheadings. </li></ul></ul><ul><ul><li>Emphasize benefits over features. </li></ul></ul>
  16. 17. Hatching Your Plan - So what?
  17. 18. &quot;Scan Me&quot; Tips - Be Concise <ul><ul><li>Get to the point. </li></ul></ul><ul><ul><li>Don't use jargon. </li></ul></ul><ul><ul><li>Pick short words over long words. </li></ul></ul><ul><ul><li>Use lists and bullet points. </li></ul></ul>
  18. 19. &quot;Scan Me&quot; Tips - Activate <ul><ul><li>Use an active voice.  </li></ul></ul><ul><ul><li>Write in the first person if possible.   </li></ul></ul><ul><ul><li>Push interaction with video, pictures and animations. </li></ul></ul>
  19. 20. &quot;Scan Me&quot; Tips - Activate <ul><li>Craft calls to action that are: </li></ul><ul><ul><li>Short </li></ul></ul><ul><ul><li>Compelling </li></ul></ul><ul><ul><li>Clear </li></ul></ul>
  20. 21. &quot;Scan Me&quot; Tips - Not so fast! <ul><li>Pretend this is a first date... </li></ul><ul><ul><li>What's the most important thing I need to know about you? </li></ul></ul><ul><ul><li>Give me 1 idea per paragraph. </li></ul></ul><ul><ul><li>Use &quot;progressive disclosure&quot; with links so I can find more information if I'm interested. </li></ul></ul><ul><ul><li>Show me why you deserve a second date. </li></ul></ul>
  21. 22. Content that Screams &quot;Scan Me&quot;
  22. 23. Content that Screams &quot;Scan Me&quot;
  23. 24. Content that Screams &quot;Scan Me&quot;
  24. 25. Content that Screams &quot;Scan Me&quot;
  25. 26. Content that Screams &quot;Scan Me&quot;
  26. 27. &quot;Much like great products, great content will only find the best people to love it if it’s leveraged well.&quot; – Shannon Paul Very Official Blog
  27. 28. &quot;Fan Me&quot; Tips <ul><ul><li>Create compelling content often. </li></ul></ul><ul><ul><li>Make it easy for visitors to join in the conversation.  </li></ul></ul><ul><ul><li>Encourage visitors to share your content. </li></ul></ul><ul><ul><li>Tailor your message to your visitor and your medium. </li></ul></ul>
  28. 29. &quot;Fan Me&quot; Tips - Sharing
  29. 30. &quot;Fan Me&quot; Tips for Facebook <ul><ul><li>Use Insights to give visitors more of what they like. </li></ul></ul><ul><ul><li>Ask questions, take polls, give juicy info. </li></ul></ul><ul><ul><li>Make it personal by tagging peeps. </li></ul></ul>
  30. 31. &quot;Fan Me&quot; Tips for Twitter <ul><ul><li>Give more than you get. </li></ul></ul><ul><ul><li>Use analytics to hone in on the kind of tweets your listeners like. </li></ul></ul><ul><ul><li>Call people out (in a good way) with @mentions and direct messages. </li></ul></ul>
  31. 32. &quot;Fan Me&quot; Tips for LinkedIN <ul><ul><li>Start and participate in relevant discussion boards. </li></ul></ul><ul><ul><li>Give goodies away. </li></ul></ul><ul><ul><li>Use your network of stakeholders to spread your message.  </li></ul></ul>
  32. 33. &quot;Fan Me&quot; Tips for YouTube and Flickr <ul><ul><li>Take advantage of tags and geolocation opportunities. </li></ul></ul><ul><ul><li>Write strong descriptions that entice people to click. </li></ul></ul><ul><ul><li>Use videos and pictures in other mediums. </li></ul></ul>
  33. 34. &quot;Fan Me&quot; Content Broadcast
  34. 35. &quot;Fan Me&quot; Content Broadcast
  35. 36. &quot;Fan Me&quot; Content Broadcast
  36. 37. &quot;Fan Me&quot; Content Broadcast
  37. 38. &quot;It will work. I am a marketing genius.&quot; – Paris Hilton Social Wonder
  38. 39. Resources A List Apart http://www.alistapart.com/topics/content/writing/ Copyblogger http://www.copyblogger.com Letting Go of the Words http://www.amazon.com/Letting-Go-Words-Interactive-Technologies/dp/0123694868/ref=sr_1_1?ie=UTF8&s=books&qid=1246552860&sr=1-1 On Writing Well http://www.amazon.com/Writing-Well-25th-Anniversary-Nonfiction/dp/0060006641 Smashing Magazine http://www.smashingmagazine.com/ Writing for the Web – Jacob Nielsen http://www.useit.com/papers/webwriting