Online & New MediaWriting for the Web

SNC-MKTG350August 28, 2013

Tonight’s Agenda: Writing for the Web

• Did you read Chapter 5: Don’t Make Me Think• Writing for the web:– Short and sweet– Verbs first– Use images– Descriptive linking

• Using our blog site

Key Points: Don’t Make Me Think

• Remove needless words– Happy talk has to go: “Thank you for coming to

our site.” or “This site contains many useful resources.”

– If it’s short, people are more likely to read it.

Writing well online

Get their attention

• Pique curiosity with a sharp title• Keep it “scannable”• Front-load your title with important words• Make it specific• Relevant to reader• Avoid clichés

Which would you read?

The Importance of Community Planning

10 Dynamic Ways to Engage Your Neighbors

Which would you read?

Multi-Attribute Certification Pinpoints True Sustainability

Building curved sidewalks to beautify yard and home.

Which would you read?

Planters, Fertilizer, Patios and Petunias, Oh My.

Using Planters to Make Your Apartment Patio Blossom

Get to the point!

• Keep it short• Then edit• Avoid “happy talk”• OK to start with conclusion in opening

paragraph

Use white space

• To improve readability, add more space• Use paragraph breaks• No more than 2-4 lines per paragraph• Keeps readers: reduce clutter

Write like you talk

• Start sentences with object or verb first• OK to start with “And…” or “Or…”• It draws the reader in when it feels personal• Reduce convoluted sentences by reading

drafts aloud to yourself• Keep ideas simple and clear• Use an active voice

Images, links and comprehension

• Use images to add to (but not distract from) your thesis

• Use links– Allows “heavy detail readers” to hop over quickly

to get the info they need– Allows “light readers” to keep going

• Context and comfort improve comprehension

Good images

Imagine this is your blog and you had this crazy picture next to your content. Which do you think would win the readers’ attention? Your brilliant words or this guy?

Don’t make them think

• Use abbreviations VERY sparingly• When a reader stops to define abbreviations,

they’re not thinking about your content.• Explain your abbreviations first, then use

them in the next reference:“I plan to send my resume to the Juvenile Diabetes Research Foundation (JDRF) for that job.”

Blog Requirements• Posted before class• 300-500 words• At least three in-text links• Tag your posts with 3-5 topic tags• At least one image, max 4 images• Start with the most important idea first• References needed on factual statements

Good blogs to model• HubSpot: http://blog.hubspot.com/• Steve Krug: http://someslightlyirregular.com/• Seth Godin: http://sethgodin.typepad.com/ • Social Media Examiner: http://www.socialmediaexaminer.com/• Top Rank: http://www.toprankblog.com/• Duct Tape Marketing: http://www.ducttapemarketing.com/blog/• Search Engine Land: http://searchengineland.com/ • Threat Level: http://www.wired.com/threatlevel/• All Songs Considered: http://www.npr.org/blogs/allsongs/

Let’s get this site to work

Login URL to login: Class.sierranevada.edu/mktg350/wp-login.php

Username

PasswordClick to

login

Start a post

1. Select Posts in the left menu2. Select “Add New” to make new post, or

“All Posts” to edit an existing post

Write a post1. Enter your title here

2. Enter your content here

3. Use these icons to work with formatting like bold, bullets, quotes, etc. 4. Select a few

category tags so readers can sort and

find your post.You can add a category.

5. Save your draft often.

6. On your due date, “Publish” your post.

Adding links

1. Highlight the words to be in your link

2.Select the “link” icon3.A link box will pop up4.Fill in the target URL5.Fill in the title6.Click “Add Link”

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3.4. 5.

6.

Adding images1. In your post, put the cursor

where you want your image2. Click “Add Media” button3. In the “Insert Media” page,

choose the option to “Upload Files”.

4. Click the button “Select Files” This will take you to your computer’s directory.

5. You should see your image in the Media Library

6. Select “Insert into Post” button

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2.

3.5.

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Adding image details1. Once your image is situated in

your post, rollover it and a blue box will come up in the left corner

2. Click to set alignment, size, title and alt tags. 1.

2.

Adding category tags

• Select 2-3 categories your post applies to

• You can add a new category in the “Tags” interface

Publish a post1. Always save your drafts,

save often2. When ready, click on

“Publish”3. Visit your blog post on the

front-end of the site in another window: class.sierranevada.edu/mktg350

No need to change Status or Visibility settings.

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Next session:

• No class on Monday, September 2• Quiz 2• Read: Dynamics of Persuasion, chapter 1• One-way communication – Advertisements– Public relations– Direct mail

• Social communication – Social messaging– Word of mouth