internet lies
TRANSCRIPT
‘INTERNET STORIES ARE SHALLOW’(and other lies you shouldn’t believe)
Michelle [email protected]@michellebalmeoMichellebalmeo.wordpress.com
ONE MINUTE• To list out all the things you’ve heard about the differences between print and online.
• Go ahead…
• I’ll wait…
YOU HAVE TO ABANDON WITTY HEADLINES FOR SEO.
SEO KILLED THE HEADLINE
"A lot of times I'll write something, and the online desk will rewrite it because it doesn't work. And that's because Google doesn't laugh.”— Matthew Crowley, copy editor Las Vegas Review Journal
SEO KILLED THE HEADLINE•Not always, but sometimes
• Blend the creative and informative
• Separate the meta title and the H1 tag
•Use a plugin like Wordpress SEO
• Avoid ‘clickbaiting’
SUCCESS CAN BE MEASURED IN CLICKS.
Meaning making• “In search of meaningful”
• Seth Godin, sethgodin.typepad.com
• “The future of media can't possibly only lie in random mass viral entertainments, generated with the aid of computers and aimed at the lowest-clicking denominator. For most organizations, that can't lead to useful ads, it doesn't lead to subscriptions, and most of all, it doesn't lead to impact. Entertaining the people who click on 50 things a day will get you numbers, but it won't make a difference.”
•Who are you reporting for?
•Who benefits and how?
TODAY’S NEWS IS ALREADY OLD NEWS.
STORIES WITH STAYING POWER• Stories about people
• Stories that provide users with an experience that they would like to relive or share with others
• Stories that teach/explain something
THERE ARE NO MORE SPECIALISTS.
THE GO-TO GUY• Avoid: Jack of all trades but master of none.
• “Be competent in everything and awesome at something.”
•We still need experts, team leads, individuals willing to do the arduous work of learning something deeply.
GOOD DESIGN IS HARD.
OKAY. KIND OF TRUE• But it’s getting better.• Look for page templates in your theme.
• Use tools like Storehouse or Tumult Hype.
• Take a little extra time the first time, then use it as a template.
NO ONE READS LONG STORIES.
WRONG.•No one reads long boring stories.
• People don’t like to be caught off guard time-wise.
• Too much text is a turn off.
EVERYONE IS A JOURNALIST.
EVERYONE HAS A CAMERA…• But not everyone is a journalist.
• Journalists are guided by key principles, values, and ethics.
• Teach them to think like journalists, and the tools won’t matter.
IT’S ALL CHANGING.