Hello and thank you for being here at WordCamp Bilbao. You can absolutely take photos of my presentation; I shared it on Slideshare as well. you know what, please, take out now your phones and take a picture now of you, of your friends, of me, we will use it later. take a good one, like a photo that you would use on your blog I'm going to speak about the unspoken digital content editing rules, or in simple words - how should we edit our blog and websites so that other people will actually read it. I’ll show you some practical tools and new methods that will help you create engaging content.
But first let me introduce myself - My name is Yonit Tzuk, I'm a digital entrepreneur in Israel, I'm a copywriter and a web content manager. While working on my MA degree, I developed a 5 step model process that explains the process of how to turn a hobby into a profession through blogging. I lead a large community of bloggers, and last but not least, I am the Chief Blogger at million eyez. I love WordPress, reading, writing and talking, so now let's see how we can combine all of that in this presentation.
I guess that we all have a website - at least one, right? What does it take to have a successful website?
First, you have to have a vision, you have to ask yourself - what do you want to achieve with it. Then you have to build the platform where you are going to express yourself, right? Don't forget to design it, cause today you have to have a well-designed website to be noticed in this noisy world. I think the heart is the content and in this presentation, I'll give you some advice how to edit it well.
Of course, there are some more things to consider while managing a website like Speed, photos, Social proof, and Innovation.
The secret of a good website and a blog is persistence in writing, and how do you do it? By writing about your passions.
Unfortunately though, it's not enough. Why?
Because you have to engage your readers to actually get them to read your content. It's not good if you are writing lots of posts and no one is reading them.... you know, it's a blog or a website - we need people to read it. It's not a personal diary. So how do we do it? How do we get our readers active?
The first barrier between you and your readers is the words itself. We love to write and to write, but we don't pay attention to how it looks - can the readers read it?
You see, the magic in editing digital content is to catch the reader’s attention. To poke flags that say - "hey, I'm here, you should notice me and read along."
Rule no. 1 of getting their attention is writing an awesome Headline. My trick is to write the headline at the beginning, and after I finish writing, I read the text again and change my headline according to what I wrote.
Most of the time I find my headline in the text itself - it could be the best idea of the text or the conclusion even.
When we write the content we need to have in mind three steps of the process Create - the ball is in your hands, just write the text.
Share - It's time to hand over the ball - with this headline that you created - do you think it’s strong enough for the readers to catch it? Will they consider the headline as something interesting?
Connect - this is a hard one. Will the readers actually click on your headline, open the post, read it and leave a comment, like or even share it? Well, I hope they will. That depends on how good is your text. What will they do with the ball? Return it to you or pass it on to other players on their team? Let's see some examples of good headlines that make the readers enter your post and start reading the text -
Ask a question - that's my favorite headline, I start with a question, and my readers know that if they want an answer to this issue, they should read it in the text.
Use numbers in the headline - why numbers? Because it tells the readers - don't be afraid, we did all the research on the subject, it's the best summary, short and to the point. When the headline includes numbers, it's like a list. People love lists; it's organized and gives them the information they need.
I'm a very optimistic writer, but I enjoy using negative headlines - why? Because it attracts readers to enter my post and read it. People try to avoid negativity in their lives, so they want to read it just to be sure they are on the safe side of life.
Readers hate headlines that are too sophisticated. As a copywriter, I must say to myself - stop trying to be a copywriter and just write straight to the point. Give the readers a headline that’s easy to understand, not a marketing headline, not too cheesy or too original that people won’t understand. Tell them what’s in it for them after reading the post. They will appreciate you.
Ok good, the headline is understood. They caught the ball and started reading the text, but, now we have another obstacle, they can't read it. You wrote too many words. They start feeling that they have no air in the room, they have to read soooooo much
You see. Your text needs it as well, not only them.
In this crazy world, everything is moving so fast, so give some air to slow down and breathe within your text as well
How? turn your text into paragraphs. it’s as simple as that! Just press the enter on your keyboard and watch the magic happen.
With the enter, you just turned it from unreadable to readable.
How does it work? Look for the dot that is located at the end of your paragraph’s central idea. If you have difficulties with finding the dot, try to count your lines. A paragraph is usually 4-7 lines. And the last thing you can do is read your text out loud. Come on. Don't be shy it's only you and the computer in the room. Read it loud. The moment you stop to get some air - that's your moment to think where is the best place to add a nice enter here?
so, we have headlines and a readable text with paragraphs. now we need the Ultimate brakes. Why brakes?
Cause the readers love to scroll down the text, more than reading it. Do you know those people that scroll down over and over and over without reading a single letter? And then - They share it…
So what are the best brakes that we can use?
Subtitles - Look how easy it is to catch the reader’s attention with subtitles.
Position it after 4-6 paragraphs. Make your subtitles the content table of your text. When you read the Subtitles, it should tell the essence of the whole text
another good way to make them stop scrolling down is to design your text
Do you see this text? It’s nice because it has a good subtitle. but the readers want to understand what the text is about in one second. In this way of writing they won’t understand a thing. So what do we have to do? We need to design the text so the main message will pop up.
Do you feel the difference? It’s the same text, different design. Do you remember that 1 of the secrets is a well designed website? well the design happens in the text as well.
by using very simple but effective elements such as - bold, adding bullets or numbers and spacing your text.
You know what? All the tips I gave you now are good, but what is the most efficient way to catch readers attention?
Well, it's easy - we live in a visual world, so we need to add some photos to our text.
Do you remember the well designed text from before? look how it feels now.
I used the word feeling because the words have energy and the photo can deliver this energy in the blink of an eye. the power of a photo in the text is immediate.
Why is it so important? High quality is a must for your readers; they have to feel your text, not just read it. In other words, they have to see the story to understand it. When you choose photos it should tell your story and to be part of your text. Photos are an extension of your post ideas. The photos that you use in your blog or website, along with the text should be your words ambassadors. The best photos are those that help tell the story
But. There are so many creepy photos on the web, how can we choose the right one? Where can you find photos and without having problems with copyrights? Well, that's easy. I want to show you how I use photos in my blog in order to get the reader's attention. lots of bloggers and web content writers use free stock-photos, it’s ok, but I find that it takes lots of time to find a good photo and there isn’t any engagement with stock. Ok, so here is my recent blog post about my Bilbao experience. When I need photos I use my own photos and I use million eyez - It's a new way to enrich your content by adding authentic photos to your stories.
When I need photos I use my own photos and I use million eyez - It's a new way to enrich your content by adding authentic photos to your stories.
Let's see how easy it is - let's go back to the headlines slide - do you see the post on fear of flying? For that post I need photos that will give me the sense of airplanes and airports, right?
wrong… that’s boring. I hate airplanes, it makes my flying phobia even worse. But, if I can find different concepts of flying, I will definitely use it.
I was looking for nice and different photos of this concept, and I found on million eyez a creative way of looking the idea of flying. It felt good, so I added this Photobox to my post.
As a blogger, I love using million eyez because I feel that I have a creative friend to help with my post idea. million eyez can open my mind with photos that are sent to me by the photographers according to my needs. The magic is that I’m no longer searching for photos, but asking for them and receiving them, hassle-free. And if I want it now… I can search for the photobox in millioneyez.com where I can find a good photo that suits my post. for the fear of flight subject I chose the aerial photos. When I get that bingo feeling, all I need to do is to copy the photo or the photobox code and embed it into my blog. Anyone can open a photobox and embed it, or select single photos to embed. look how brilliant it looks on my blog.
Sometimes the wall of words is inside our head, you know when you want to write about something but you don't have an inspiration? Oh I hate when it happens. So what do I suggest?
love pinterest, I usually use it to find some great ideas, but I can’t use the photos… I have issues with the rights. so it’s good for the inspiration part.
Meanwhile, I open a photobox about my general post idea, I become the curator- I write to the photographers what kind of photos I’m looking for. .
For example - I know I want to write about my WordCamp Bilbao experience, but, I don’t know what to write yet, and I know that my photos are not enough, ‘cause I have never been there. So, what I did was as simple as that - you are going to help me with my post at this moment
I wrote about my Bilbao experience preparation. I described what I did to get here. Now, I want to write another post about the WordCamp itself - and that’s where you are going to help me.
I ask you to tap millioneyez.com on your google search on you mobile, come on, let’s do it.
- and now go to discover in order to find my photobox, it’s the photo gallery that I just opened to my post about WordCamp Bilbao.
search WordCamp Bilbao. do you see it? good!
and now I hand the ball over to you - do you see the big + on the header? that’s you turn to upload your WordCamp photo. don’t be shy.
upload your photo, sign in and that’s it - The photos are being reviewed by million eyez team and then I can decide whether it’s good for my post or not.
while you are sending me the photos, I can get the inspiration for writing about it. I'm photos worry-free
The last thing is to communicate with your readers; it's so important. Why? Because we are writing the blog for them and we need to feel them.
Yes, you can write "please share if you care"' and you can ask to write a comment, but what they really want is to be a part of your story. you can do it by giving them your blog stage, share with them some pixels.
How? Ask them to send you some photos according to the text. you can use million eyez for that as well.
When you embed a photobox into your blog, there is a camera icon on the right. Ask your readers to join your party and take part of your storytelling. I just wrote to my audience on my hebrew blog that I want to see them blogging, so they uploaded their instant moment photo, that was such a success.
Be the curator of your audience. They will love it so much. We all know that we need to engage our readers on other social media platforms - so on Facebook and Twitter I call my readers to upload photos to my Photoboxes. It’s so much fun, it’s easy, they keep me on their minds and we create content together. it’s such a social content party.
So what have we learned? We need to catch the reader’s attention and to engage them into action How? Engaging headlines amazing photos paragraphs subtitles and designed text call to action
If you have any questions - I would be happy to answer you. tnx
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