1. WRITING FOR THE WEB.
SAMPLE WORKSHOP AGENDA
JON BERNSTEIN
@jon_bernstein

2. THE AGENDA
1. The principles of writing
2. News and feature writing
3. Blog writing
4. Headlines and social media sells
5. SEO: an introduction

3. THE AGENDA
1. The principles of writing
 Why writing for the web is exactly the same as writing for print; and why it’s
completely different
 Understanding audience and reader habits
 What Orwell can teach us about language and readability
 EXERCISE #1: Simplifying language
 Defining your audience
 Establishing length and frequency
 EXERCISE #2: Decoding the press release

4. THE AGENDA
2. News and feature writing
 The Inverted Pyramid of news. And why it still matters
 The Five Ws of News (and the H)
 Reporting vs. opinion
 News vs. features
 EXERCISE #3: Reworking the press release

5. THE AGENDA
3. Blog writing
 The ‘atomised’ Inverted Pyramid
 When is a blog not a blog?
 Four blogging personas
 EXERCISE #4: Writing a blog post

6. THE AGENDA
4. Headlines and social media sells
 Why headlines and sells matter more on the web
 Tailoring headlines and sells for the web
 Great newspaper headlines that probably don’t work online
 Headlines that do work online
 EXERCISE #5: Writing a killer online headline

7. THE AGENDA
5. SEO: an introduction
 A practical guide to keyword research
 …final thoughts

8. WRITING FOR THE WEB.
FOR MORE INFORMATION CONTACT ME AT:
jon@jonbernstein.co.uk