The document discusses best practices for writing content for the web. It recommends keeping writing short and scannable by using verbs first, descriptive linking, and images. Key points include removing unnecessary words, using a sharp title to grab attention, and keeping paragraphs short using clear and active language. Images and links should enhance rather than distract from the content. Abbreviations should be explained the first time. The document then provides instruction on using the class blog site, including how to write and publish posts, add links and images, and select category tags.

1. Online & New Media
Writing for the Web
SNC-MKTG350
August 28, 2013

2. Tonight’s Agenda: Writing for the Web
• Did you read Chapter 5: Don’t Make Me Think
• Writing for the web:
– Short and sweet
– Verbs first
– Use images
– Descriptive linking
• Using our blog site

3. Key Points: Don’t Make Me Think
• Remove needless words
– Happy talk has to go: “Thank you for coming to
our site.” or “This site contains many useful
resources.”
– If it’s short, people are more likely to read it.

4. Writing well online

5. Get their attention
• Pique curiosity with a sharp title
• Keep it “scannable”
• Front-load your title with important words
• Make it specific
• Relevant to reader
• Avoid clichés

6. Which would you read?
The Importance of
Community Planning
10 Dynamic Ways to
Engage Your Neighbors

7. Which would you read?
Multi-Attribute
Certification Pinpoints
True Sustainability
Building curved
sidewalks to beautify
yard and home.

8. Which would you read?
Planters, Fertilizer, Pati
os and Petunias, Oh
My.
Using Planters to Make
Your Apartment Patio
Blossom

9. Get to the point!
• Keep it short
• Then edit
• Avoid “happy talk”
• OK to start with conclusion in opening
paragraph

10. Use white space
• To improve readability, add more space
• Use paragraph breaks
• No more than 2-4 lines per paragraph
• Keeps readers: reduce clutter

11. Write like you talk
• Start sentences with object or verb first
• OK to start with “And…” or “Or…”
• It draws the reader in when it feels personal
• Reduce convoluted sentences by reading
drafts aloud to yourself
• Keep ideas simple and clear
• Use an active voice

12. Images, links and comprehension
• Use images to add to (but not distract from)
your thesis
• Use links
– Allows “heavy detail readers” to hop over quickly
to get the info they need
– Allows “light readers” to keep going
• Context and comfort improve comprehension

13. Good images
Imagine this is your blog
and you had this crazy
picture next to your
content. Which do you
think would win the
readers’ attention? Your
brilliant words or this guy?

14. Don’t make them think
• Use abbreviations VERY sparingly
• When a reader stops to define
abbreviations, they’re not thinking about
your content.
• Explain your abbreviations first, then use
them in the next reference:
“I plan to send my resume to the Juvenile Diabetes
Research Foundation (JDRF) for that job.”

15. Blog Requirements
• Posted before class
• 300-500 words
• At least three in-text links
• Tag your posts with 3-5 topic tags
• At least one image, max 4 images
• Start with the most important idea first
• References needed on factual statements

16. Good blogs to model
• HubSpot: http://blog.hubspot.com/
• Steve Krug: http://someslightlyirregular.com/
• Seth Godin: http://sethgodin.typepad.com/
• Social Media Examiner: http://www.socialmediaexaminer.com/
• Top Rank: http://www.toprankblog.com/
• Duct Tape Marketing: http://www.ducttapemarketing.com/blog/
• Search Engine Land: http://searchengineland.com/
• Threat Level: http://www.wired.com/threatlevel/
• All Songs Considered: http://www.npr.org/blogs/allsongs/

17. Let’s get this site to work

18. Login URL to login:
Class.sierranevada.edu/mktg350/wp-login.php
Username
Password
Click to
login

19. Start a post
1. Select Posts in the left menu
2. Select “Add New” to make new post, or
“All Posts” to edit an existing post

20. Write a post
1. Enter your title here
2. Enter your
content here
3. Use these icons to
work with formatting like
bold, bullets, quotes, etc
.
4. Select a few
category tags so
readers can sort and
find your post.
You can add a category.
5. Save your draft
often.
6. On your due date,
“Publish” your post.

21. Adding links
1. Highlight the words
to be in your link
2.Select the “link” icon
3.A link box will pop up
4.Fill in the target URL
5.Fill in the title
6.Click “Add Link”
1.
2.
4.
5.
6.

22. Adding images
1. In your post, put the cursor
where you want your image
2. Click “Add Media” button
3. In the “Insert Media”
page, choose the option to
“Upload Files”.
4. Click the button “Select Files”
This will take you to your
computer’s directory.
5. You should see your image in
the Media Library
6. Select “Insert into Post” button
1.
2.
3.
5.
6.

23. Adding image details
1. Once your image is situated in
your post, rollover it and a blue
box will come up in the left
corner
2. Click to set alignment, size, title
and alt tags. 1.
2.

24. Adding category tags
• Select 2-3 categories
your post applies to
• You can add a new
category in the
“Tags” interface

25. Publish a post
1. Always save your
drafts, save often
2. When ready, click on
“Publish”
3. Visit your blog post on the
front-end of the site in
another window:
class.sierranevada.edu/mktg350
No need to change Status or
Visibility settings.
1.
2.

26. Next session:
• No class on Monday, September 2
• Quiz 2
• Read: Dynamics of Persuasion, chapter 1
• One-way communication
– Advertisements
– Public relations
– Direct mail
• Social communication
– Social messaging
– Word of mouth