Writing for the WebKeidra Chaney

May 31, 2009

Overview

Print writing vs. Web writing What Journalists should know How Web users read Content and Style Formatting Headlines SEO and Keywords Blogs Measurement Questions

Print writing vs. Web writing

What’s similar:

Basic skills are still required. Research/attribution is still crucial. You must still grab and hold a reader’s attention. Great writing is still valued!

Print writing vs. Web writing

What’s different:

It’s harder for people to read text on a computer screen. Web audiences are global and more diverse. Web audiences tend to expect more than just text (i.e, multimedia/interactivity.)

What Journalists Should know

You’re at a professional advantage!

Inverted Pyramid Research/interview skills Fact-checking

What Journalists Should Know

You will need new skills:

HTML/CSS Social Media Video/audio production SEO (Search Engine

Optimization) Web usability

How web users read

Web users read 25% slower Web users scan text, not read Web readers are selfish; they

want to get to the point quick. Web readers are restless, they

tend to multitask online.from Jakob Nielsen

the “guru of Web usability”

How web users read

When confronted with lots of text, web users often:

Get eye strain Become intimidated Lose their place

Web writing: Content and Style

Simplicity saves attention! Put key terms first. Be specific: avoid jargon and in-jokes. (mostly for headline/news) Don’t overload with fluff words. Provide context by attributing sources. Link! Link! Link!

Since readers scan, make your copy scannable!

Web writing: Formatting

Write in Layers Break long form writing in sections. Use headings and subheadings.

Highlight key text block quotes lists with bullet points use italics (NOT ALL CAPS) for emphasis

Web writing: Headlines

Web and print headlines should differ considerably. Why?

Web headlines are often viewed out of context

They are read by a variety of people - and non people (search engines)

Not as much space constraint

Web writing: HeadlinesWrite to be found by people using search engines!

Avoid puns, don’t try to be clever; it may not translate for readers

Include appropriate keywords at front of the headline (what would readers search for?)

Be clear and concise. People browse/scan quickly. Make it easy to digest.

Keep it short. Under 65 characters for RSS, Google search results.

Don’t abbreviate. Spell out keywords that reflect how people search.

SEO & keywords

A final thought:

Write for people, not search engines!

SEO & keywords SEO – Search Engine OptimizationIt’s about making it easier for people to find you via

search engines.

Find out what keywords people use to find content like yours.

Google Search-Based keyword tool:

http://www.google.com/sktool/#

Popular Blogs

CTA Tattler (news)

HuffPo (politics)

Mashable (tech)

Gawker Media (Gawker, Lifehacker, Jezebel, Idolator)

The –ists (Gothamist, Chicagoist, LAist, etc.)

What makes a blog work?

They’ve got personality and “voice.” They speak to their audience. (not afraid

of in-jokes or slang, when it works) They’re informational and entertaining. They’re relevant and current.

**Writing with “personality.” A caveat:

Some critics conflate blogging with being crude, sophomoric or offensive.

You don’t have to be a jerk about it!

.

Before you start blogging, first ask yourself:

Who’s my audience? (hint: it’s not “everyone”)

What’s my focus?

Is anyone else offering this kind of news/information online?

What unique perspective and insight can my blog offer than no one else can?

Your audience is your best friend! Know them, love them.

Blogging is a niche medium by its nature.

Speak to your audience in their language (academic, tech-geek, snarky, earnest)

Find out what content they want to read - and keep giving it to them.

MeasurementAnalytics! A great way to get to know your audience! Where they come from, what they like to read.

Google AnalyticsCan use for blogger, wordpress.org, others

Final Thoughts

Writing for the web isn’t so much about technology but about how people use it.

New ways of doing the same old stuff.

Don’t be fearful, be thoughtful!

Thanks!

Questions?

Keidra Chaney

keidra@gmail.com@kdc (twitter)

keidrachaney.com

Thelearnedfangirl.com

2chicksblogging.com