WRITING FOR THE WEBWriting for the Web8:30 am – 12:30 pm :: May 3, 2013Century CollegeInstructor: Lynne Morioka
About the instructor: Lynne Morioka is a writer, content strategist andsocial media specialist for her company, Social Visibility Consulting(founded in 2005). She has a background in journalism and publicrelations and 15 years of experience encompassing writing, editing,communications, PR and social media. She works with web designersand agencies and businesses of all sizes to help them find their voice,effectively express who they are and inspire action across multipleplatforms. Her passion is writing -- in its many forms for any medium.Her hobby is writing and her business is writing. She is a "word nerd"of the highest order.
Part 1: Why is website content important?Part 2: How to write for the webPart 3: Content strategy basicsPart 4: Uncovering and making the most of content assets
Wake up ice breaker:Introduce yourselfWhy are you interested in learning about web content?What is your current or future role in creating webcontent?What would you like to learn about web content today?
• Content defines a company/brand – website contentprovides a baseline “voice” for company/brand in otheroutlets (like blogs, emails, marketing pieces, etc.).• Content gets you found by search engines – searchengines rank fresh, relevant, innovative content higher insearch results. Want your website to be found? Be smartwith your content. When content is interesting, people shareit and link to your website (inbound links) which also helpsthe website get found.• Content gives visitors a way to take action – buy now,read more, contact us, etc.• Content is information – Content is basic information likeaddress and phone number, but it can also show visitorsthat a company is an industry leader or someone is anexpert in their field.
Content can enhance design (and vice versa) – A website can’t easilyconvey much information without content and blocks of text do not make anattractive or user-friendly website.A perfect example of design and content NOT working together.
Triple check your spelling/grammar and enlist the help of an editor
• NEVER USE ALL CAPS• No underlining unless it’s a link• You have about 20 seconds to capture a reader’sattention and compel them to take action – make iteasy!
Write it right:You are providing copy for the website of a local electrician. Writeup your best worst home page website copy incorporating asmany of the “do not’s” above as you can.You are providing copy for the website of a local plumber. Writeup your home page website copy keeping in mind the bestpractices above.
What is content? Words, images, videos,games – anything that conveys a point and canbe seen/read and shared with others.
What is content strategy? An individual’s ororganization’s plan to create, maintain and marketunique, engaging and valuable content.
Who needs a content strategy?Any individual or organization with a website and trying to marketthemselves for any purpose – job seeking, nonprofits looking to buildsupport, companies trying to sell products/services, etc.
Why is content strategy important?Content marketing produces roughly three times as many leads perdollar as traditional marketing. - KapostSixty percent of consumers feel more positive about a company afterreading custom content on its site. - ContentPlusVisual content drives engagement. Brands saw a 65 percent increasein engagement w/into of FB timeline for brands. – Simply MeasuredSeventy percent of consumers prefer getting to know a company viaarticles over ads. Ninety percent of consumers find custom contentuseful. – ContentPlus
How to set up a content strategy?Step One: Figure out what you’ve got.A website, articles, photos, videos, white papers, newsletters,blog posts, presentations – it’s all part of your contentinventory.
Step Two: Define your audience.Who is your target audience? What are their interests? Why should theybe interested in you/your organization? What are their “pain points”? Howcan you make it easy for them to do business with you?
Step Three: What is the objective of your business?Do you want to sell a product/service or increase sales? Gather data to useor share? Inform people?
Step Four: Do your researchIf you want to know what your customers want or need from you? Ask! Do asurvey and collect/analyze the results. Keyword research will help youincorporate SEO into future content. Order reports from reputable companieson your target audience demographics, behavior and other key metrics.
Once you know what you’ve got, know your audience, know yourbusiness objectives and have done your research, you can plot outwith better accuracy a content strategy to interest and engage youraudience.Remember, it’s not about you or what you offer, it’s about youraudience and what you need to give them to get them to takeaction.
Strategize: A local gift shop with several brick andmortar locations would like you to redesign theirwebsite. What do you need to know to help youdesign their site with a solid content strategy in mind?Work in pairs to come up with a questionnaire.
Part 4:Discovering and making the most of content assets
WebsiteYour face to the world.Use it wisely as a home for your content.Incorporate SEO.BlogCan help you position yourself as a thought leaderor an industry expert. Incorporate SEO.Original, dynamic content that keeps peoplecoming back to the website.Social MediaNeed a separate social media strategy,but social media can also direct people back towebsite, be crucial in sharing content(yours and others) and incorporate SEO.PresentationsSlideShare is one of the world’s leadingeducation and e-learning tools with 60 millionmonthly visitors.ArticlesInterviews, unique and useful content, simple storytellingcan be ready made for sharing and publication.VideosPhotosEventsPodcastsWebinarsEmail marketingPrint piecesAnnual reports
The match game: Group discussion on how each ofthese pieces can affect each other and be repurposedinto other content assets.