Uploaded byEllen Buttolph
Beyond the Manual: Writing for the Web, Mobile and Social Media
The document discusses effective writing strategies for web, mobile, and social media, emphasizing the importance of understanding users and engaging them in conversation. Key points include establishing a clear voice and tone, telling stories to create empathy, and writing clearly by using plain language and concise sentences. It also suggests practical steps like joining conversations, starting discussions, and utilizing available resources to improve writing.
Beyond the Manual: Writing for the Web, Mobile and Social Media
- 1. Beyond the Manual:Writing for Web, Mobile, and Social Media Ellen Buttolph STC Mid-Atlantic Conference March 2013 Follow me on Twitter: @ebuttolph
- 2. It’s Not JustAbout the Manual
- 3. 1. Know YourUsers • Why are they visiting your website? • Why are they reading your blog, your Tweets or your Facebook postings? • What are their needs? • How can you learn more about them?
- 4.
- 5.
- 6.
- 7. User Personas “Personas arefictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.” Wikipedia.com http://stcbok.editme.com/PersonaMarciaHouston
- 8. 2. Start aConversation “Good web writing is like a conversation.” Ginny Redish Letting Go of the Words
- 9. Direct Conversation What is…? What does it …? Can I…?
- 10. Implied Conversation • Didyou know?
- 11. Write Good Conversation • Take turns with headings. • Use pronouns like you, us, we. • Use action verbs. • Write visually with white space and lists.
- 12. 3. Show YourPersonality Stop writing boring corporate content.
- 13. Voice and Tone •Voice expresses your site’s personality. • Tone reflects the feelings or mood of the voice. • Voice is consistent, while tone can change.
- 14. MailChimp Style Guide:http://voiceandtone.com
- 15. Define Your Voice • Ask key questions: • Who visits your site? • Why do they visit? • How do you want them to feel? • Create a list of personality traits. • Write sample text.
- 16. 4. Tell aStory
- 17. Tell a Story • Stories engage other people. • Stories create empathy. • People remember stories.
- 18. 5. Write Clearlyand Concisely Make your content easy to understand.
- 19.
- 20. Make It Easyto Scan • Put important information first. • Write useful headings. • Use white space. • Use bullet lists.
- 21. Keep It Short • Write short sentences, 10 to 20 words. • Keep paragraphs short, less than 100 words. • Cut unnecessary words. • Use short, common words
- 22. Use Active Voice •Active voice makes it clear who is doing what. • Put the action in verbs, not nouns.
- 23.
- 24. Stop Crafting PerfectSentences It’s about sharing information.
- 25. What You CanDo Now • Join the conversation. • Start a discussion. • Write a blog. • Create mobile user assistance. • Keep writing.
- 26. Resources • Letting Go of the Words: Writing Web Content that Works, Janice (Ginny) Redish • Storytelling for User Experience: Crafting Stories for Better Design, Whitney Quesenbery and Kevin Brooks • The Yahoo Style Guide, Chris Barr and the Senior Editors of Yahoo • Conversation and Community: The Social Web for Documentation, Anne Gentle • VoiceandTone.com, MailChimp Style Guide • CenterforPlainLanguage.org • PlainLanguage.gov