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How to write good web content

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Writing compelling web content

Published in: Marketing
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How to write good web content

  1. 1. Content writing workshop Delivered by Allison Jane Smith allison.smith47@gmail.com
  2. 2. What we’ll discuss 1. keeping the reader in mind 2. writing text that supports our strategy 3. what is important content and what is not 4. rules about good content writing 2
  3. 3. 1. Keeping the reader in mind • How do people read on websites? 3 They don’t. Nielsen Norman Group
  4. 4. 1. Keeping the reader in mind • Formatting text • Using visuals 4
  5. 5. 1. Keeping the reader in mind • use headings to break up long articles • use bulleted lists • use bolding to emphasize important points 5 Formatting text
  6. 6. 1. Keeping the reader in mind 6 Formatting text
  7. 7. 1. Keeping the reader in mind Formatting text 7
  8. 8. 1. Keeping the reader in mind Using visuals 8 Source: Skitterphoto
  9. 9. 1. Keeping the reader in mind Using visuals 9 Credit: AJS
  10. 10. 1. Keeping the reader in mind Using visuals 10 • “Of our operating budget, we spend 79.5% on field programs and advocacy work, 13.4% on fundraising, and 7.1% on administration and accountability.”
  11. 11. 1. Keeping the reader in mind Using visuals 11 http://worldvision.com.au/home/default.aspx
  12. 12. 1. Keeping the reader in mind Using visuals 12 https://www.pinterest.com/pin/186055028329234664/
  13. 13. 2. Writing text that supports our strategy • Writing to optimise SEO • Storytelling • Call to action 13
  14. 14. 2. Writing text that supports our strategy • SEO: search engine optimisation • SEO is about attracting people to your site by making sure it shows up in search queries 14 Writing to optimise SEO
  15. 15. 2. Writing text that supports our strategy • use keywords in headings • speak the reader’s language • use words and phrases that users search for 15 Writing to optimise SEO
  16. 16. 2. Writing text that supports our strategy 16 Storytelling “How To Tell a Story,” Donald Miller.
  17. 17. 2. Writing text that supports our strategy 17 Storytelling “How To Tell a Story,” Donald Miller.
  18. 18. 2. Writing text that supports our strategy 18 Storytelling 2015 SuperBowl commercial 
 Lost Dog
  19. 19. 2. Writing text that supports our strategy 19 Storytelling a hero the puppy has a problem 
 is lost and threatened by wolves meets a guide the horses who gives him a plan helps chase away the wolves and calls him to action take him home
  20. 20. 2. Writing text that supports our strategy 20 Storytelling
  21. 21. 2. Writing text that supports our strategy 21 Storytelling
  22. 22. 2. Writing text that supports our strategy 22 Call to action
  23. 23. 2. Writing text that supports our strategy 23 Call to action http://oxf.am/ZNYK
  24. 24. 3. What is important content and what is not 24 • important content is what our audience thinks is important • what interests our audience? • what do you look at when you visit websites?
  25. 25. 3. What is important content and what is not 25 • interesting: holidays, personal stories, tv shows
  26. 26. 4. Rules about good content writing • Write like a journalist, not like an academic • Use simple language • Be concise 26
  27. 27. 4. Rules about good content writing 27 Write like a journalist, not an academic most of the time: idea / topic evidence / considerations conclusion instead, we need to start with the conclusion
  28. 28. 4. Rules about good content writing 28 Write like a journalist, not an academic
  29. 29. 4. Rules about good content writing 29 Write like a journalist, not an academic
  30. 30. 4. Rules about good content writing 30 Use simple language Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. - George Orwell
  31. 31. 4. Rules about good content writing 31 Use simple language • NGO jargon: • capacity building • advocacy • scaling up • stakeholder • others?
  32. 32. Summary • keep the reader in mind • make it easy to scan text and find important information • use good visuals • tell compelling stories • have a clear call to action • write like a journalist, not an academic 32
  33. 33. Questions? !នសំណួរ? 33
  34. 34. Thank you!
 សូមអរគុណ 34

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