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Online sub editing workshop


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Workshop for freelance print sub-editors looking to update their digital skills.

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Online sub editing workshop

  1. 1. Digital school for subsIntro talkThe meat!– how to edit (and why)– pics/video/metadataWork discussion
  2. 2. Intro by Pete AshtonWhats the difference between print & digital?What need did sub-editing fulfil for publishers?What needs exist now and in the future?
  3. 3. What does an online sub-editor do?Cathy Relf, boring answer is: they cut copy to fit space, correctspellings and grammar, change copy to fit house style,check facts are correct, write headlines and proofread.For the web, they also source pictures, write captions andcredits, add links and optimise for search engines. Yadayada. More things too, such as poking tardy journos, layingout pages, clarifying meaning, finding missing informationand sometimes rejecting articles.
  4. 4. Managing online content• CMS • Content template
  5. 5. So someone gives you some copy...
  6. 6. 5 tips for online headlines• Clarity over cleverness• Delivers• Stands alone• 40-60 characters - frontloaded• Google tools
  7. 7. Which heads/sells work?
  8. 8. 5 tips for intros• Stands alone and delivers• Must read more factor• Frontload the good stuff• Intro = metadescription• Alternative keywords
  9. 9. KeywordsfromGooglesKeywordTool
  10. 10. How to edit body copy - ideas?
  11. 11. 1. Break up running copy• Sections with subheads• Q&A format• List format• Bulletpoints, images, blockquotes• Use shorter paragraphs/sentences
  12. 12. 2. Sub-editing for tone• Sites personality• Variations in tone• Narrative modes• Dont oversub or featurise blogs• Slang, jargon and SEO
  13. 13. 3. "SEO the copy!"What does this mean?
  14. 14. My quick SEO checklist for editors• Post useful, engaging, relevant content• Use tools to find alternative keywords• Put top keywords in head, URL and intro• Sprinkle dont stuff!• Include relevant slang or jargon• Word endings: -ings -es -ed• Go niche to beat the competition• Proper names, nouns and titles in full• Must-click metadescription
  15. 15. 4. Edit for easy scanning• People read in an F shape
  16. 16. Editing for scanning readers• Head/sell most important• De-waffle start of paragraphs• Subheadings• Pull out/emphasise but avoid underlining• Links
  17. 17. 5. Links - why are they important?● Currency on which the web is built● People want and expect “linky-ness"● Businesses want links for SEO value● Link karma● Marketing/networking● Stickiness● Transparency/trust
  18. 18. LinksWhen to link?
  19. 19. Some examples● Explanation or definition● Context or background● Attribution of source content● Required by © licence● Navigation to related material● Email links to a contact● Google juice
  20. 20. How to create a linkTwo ways to turn text into a link:1. Code it in HTML<a href="">Ebay</a>2. Highlight text and click chain iconEbay
  21. 21. Links need link text● Use relevant text● Rewrite click here● For PDF links, add: (PDF)● Keep short● SEO valueWhen subbing in a doc:Underline the link (aka anchor) text and paste thelink next to it – like so.
  22. 22. 5 final tips on body copy• Widows• Smart quotes• Copyfitting• Call to action• Ask Why?
  23. 23. How to style (mark up) copy• Cascading style sheets (automatic)• HTML in text doc• Style using CMS tools
  24. 24. Basic HTML● <b>Bold</b>● <i>Italics</i>● <blockquote>"Indented text."</blockquote>● <ul> <li>Bulletpoint list</li> <ul>● <a href="http://.....">Link text</a>● mailto:name@emailaddress.comFull list:
  25. 25. Review so farCMS & content templatesHeadlinesIntrosBody copy (structure, tone)SEOLinksStyling copy
  26. 26. Images, audio/video - subs checklist● Break up heavy text● Does content match the copy?● Check copyright permissions/credits● If audio/video is main story, include a transcription or summary● Write alt text for all images● Accessibility check● Resize for web use
  27. 27. More on accessibility● Web Content Accessibility Guidelines (WCAG) 2.0● Yahoo! Style Guide on gauging accessibility● Fangs tool on Firefox● Slideshow all about accessible content
  28. 28. How to resize and upload an image
  29. 29. How to resize and upload video
  30. 30. Metadata...…simply means data about data or, in thiscase, information about your content, eg:● it describes the structure/type of content● it tells you who created it and when● it shows intellectual property rights● it describes subject matter
  31. 31. Describing content with metadataIt is your job to tag with keywords, categoriseand describe the content you are creating.● Metadescription● Metakeywords● Categories● Tags (keywords)
  32. 32. Pressing publish & final checks• Beware subs notes – Oh you dummy!• What exactly happens when you publish?• Cross-platform checks• Errors: amend, strike through or update note
  33. 33. Post-publishing tasks• Social media work and social bookmarking• Monitor and respond to comments• Analytics and iterative editing
  34. 34. Contact detailsEmail: fionacullinan@hotmail.comTwitter: @FionaCullinanBlog/website: