How to write good web content
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This document outlines a content writing workshop. It discusses keeping the reader in mind through formatting text for easy scanning, using visuals, and headings. It also covers writing text that supports strategic goals like search engine optimization through keyword use and storytelling. Rules for good content include writing simply and concisely like a journalist rather than an academic and focusing on what is important to the audience.
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How to write good web content
- 1. Content writing workshop Delivered by Allison Jane Smith allison.smith47@gmail.com
- 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. 1. Keeping the reader in mind • How do people read on websites? 3 They don’t. Nielsen Norman Group
- 4. 1. Keeping the reader in mind • Formatting text • Using visuals 4
- 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. 1. Keeping the reader in mind 6 Formatting text
- 7. 1. Keeping the reader in mind Formatting text 7
- 8. 1. Keeping the reader in mind Using visuals 8 Source: Skitterphoto
- 9. 1. Keeping the reader in mind Using visuals 9 Credit: AJS
- 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. 1. Keeping the reader in mind Using visuals 11 http://worldvision.com.au/home/default.aspx
- 12. 1. Keeping the reader in mind Using visuals 12 https://www.pinterest.com/pin/186055028329234664/
- 13. 2. Writing text that supports our strategy • Writing to optimise SEO • Storytelling • Call to action 13
- 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. 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. 2. Writing text that supports our strategy 16 Storytelling “How To Tell a Story,” Donald Miller.
- 17. 2. Writing text that supports our strategy 17 Storytelling “How To Tell a Story,” Donald Miller.
- 18. 2. Writing text that supports our strategy 18 Storytelling 2015 SuperBowl commercial Lost Dog
- 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. 2. Writing text that supports our strategy 20 Storytelling
- 21. 2. Writing text that supports our strategy 21 Storytelling
- 22. 2. Writing text that supports our strategy 22 Call to action
- 23. 2. Writing text that supports our strategy 23 Call to action http://oxf.am/ZNYK
- 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. 3. What is important content and what is not 25 • interesting: holidays, personal stories, tv shows
- 26. 4. Rules about good content writing • Write like a journalist, not like an academic • Use simple language • Be concise 26
- 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. 4. Rules about good content writing 28 Write like a journalist, not an academic
- 29. 4. Rules about good content writing 29 Write like a journalist, not an academic
- 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. 4. Rules about good content writing 31 Use simple language • NGO jargon: • capacity building • advocacy • scaling up • stakeholder • others?
- 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