writing for the web and social media
TRANSCRIPT
Writing for Social Media
Kristian CarterClaremont PRwww.claremont.org.uk
2 | Writing for the Web
Writing for the Web
How users read text on the Web
• Users scan text on websites, rather
than reading word for word.
• Users read in quick, short bursts and
tend to be action-oriented.
• Takes longer to read same passage
on screen as on a page.
3 | Writing for the Web
Writing for the Web
Source: http://www.bbc.co.uk/news/technology-15792257
Interactive chart
Short, punchy intro
Subheadings, short line lengths and
mostly 3-line paragraphs
Important
Engaging
Social
4 | Writing for the Web
Writing for the Web
Source: http://www.bbc.co.uk/news/technology-15792257
Keep it short and shareableIf you want to get retweets then 100 characters is a good target
Be timely
Make it conversational
Ask for action
Think headline, not sales pitch
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Writing for Social Media
6 | Writing for the Web
Imagery is storytelling
7 | Writing for the Web
Writing for the Web
Traditional SEO ‘Ranking Factors’
• Site content and structure
• Content development
• Keyword research
• Expertise
8 | Writing for the Web
Writing for the Web
However, search is evolving…
• Rise of ‘Mobile Search’ through Google Voice Search,
Siri, Google Now.
• Decline of ‘High Volume’ keywords – ‘Apprenticeships’
vs. ‘How can I get an Apprenticeship?’
• Google’s algorithm is well understood by people looking
to manipulate search rankings.
9 | Writing for the Web
Writing for the Web
Hummingbird – an evolution of search
• Serves search habits of today (and tomorrow)
• Understands and delivers upon ‘user intent’
• Helps people quickly answer full questions, as
opposed to long phrases by individual words
• Looks to predict the answer we are looking for
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Writing for the Web
“Pay Your Bills through Citizen Bank and Trust Bank”
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Writing for the Web
What a typical SEO strategy looks like today
• Context-based approach
• Mobile-first focus
• Long tail approach
• Better participation on social networks
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Writing for the Web
November 2013
Tap into human emotion if you want people to share
We talk to survive
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Writing for the Web
November 2013
Creating shareable content – why do people share?
We talk to form social bonds
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Writing for the Web
Creating shareable content – why do people share?
We talk to help others
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Writing for the Web
Creating shareable content – why do people share?
We talk to manage how we are perceived
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Writing for the Web
What do we talk about?
• We talk about other people
• We share feelings, not facts
• We share content that triggers emotions
• We talk about the things around us
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Writing for the Web
Who do we talk to?
• 80% of our conversations are with the same 5-10 people
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Writing for the Web
•‘Library’ content: answers real questions for your audiences
•‘Cafe’ content: short, visual, shareable, regular content for social media
•Delivered in packages, for different audiences & platforms
•Conversational, interactive
•Ask for action: headline, not sales pitch
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Writing for the Web - Tactics
Employ the ‘Why should I share test?’
• Have a clear social voice – entertainer, host, enabler?
• How can you make the end user look good?
• Provide facts at the moments that count
• Focus on visual content
• Test, test, test – draft 25 headlines
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Thanks
Kristian Carter