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Writing for the Web Training JB November 2014

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Writing for the Web Training JB November 2014

  1. 1. WRITING FOR THE WEB. SAMPLE WORKSHOP AGENDA JON BERNSTEIN @jon_bernstein
  2. 2. THE AGENDA 1. The principles of writing 2. News and feature writing 3. Blog writing 4. Headlines and social media sells 5. SEO: an introduction
  3. 3. THE AGENDA 1. The principles of writing  Why writing for the web is exactly the same as writing for print; and why it’s completely different  Understanding audience and reader habits  What Orwell can teach us about language and readability  EXERCISE #1: Simplifying language  Defining your audience  Establishing length and frequency  EXERCISE #2: Decoding the press release
  4. 4. THE AGENDA 2. News and feature writing  The Inverted Pyramid of news. And why it still matters  The Five Ws of News (and the H)  Reporting vs. opinion  News vs. features  EXERCISE #3: Reworking the press release
  5. 5. THE AGENDA 3. Blog writing  The ‘atomised’ Inverted Pyramid  When is a blog not a blog?  Four blogging personas  EXERCISE #4: Writing a blog post
  6. 6. THE AGENDA 4. Headlines and social media sells  Why headlines and sells matter more on the web  Tailoring headlines and sells for the web  Great newspaper headlines that probably don’t work online  Headlines that do work online  EXERCISE #5: Writing a killer online headline
  7. 7. THE AGENDA 5. SEO: an introduction  A practical guide to keyword research  …final thoughts
  8. 8. WRITING FOR THE WEB. FOR MORE INFORMATION CONTACT ME AT: jon@jonbernstein.co.uk

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