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Writing Web Content for Humans
- 1. Writing Web Content for Humans The Web is for People, Not Computers
- 2. Good Content is Good SEO • Keywords. The words & phrases people use to look up your stuff online • Original Content. Refresh your website with original content. Links. Link to other sites with relevant information. Keep It Real. Don’t cram too many keywords.
- 3. What is Content? • Words • Images • Sounds • Navigation
- 5. Schedule Presentation 40 Workshop Set-Up 10 Questionnaires 5-10 Work 20-30 Show & Tell 10 Discussion/Wrap-up 20 About 2 hours
- 6. What is a Website? • A location connected to the Internet that maintains one or more pages on the World Wide Web. • A Communications Platform • Targets offer to audience • Motivates audience to take action: • Gain knowledge & information • Buy or Donate • Enroll or subscribe • Follow, Like or Share
- 8. Live a Movie, A Website is Visual • Use Words & Images to tell a story
- 9. Better Living through Simplicity Use Words and Images
- 11. Trophy Hunter Defends Herself Against Critics in Wake of Cecil Killing.
- 12. Alcoholism and drug addiction affects the whole family.
- 13. Who’s Who? Movie Website Role Producer Owner Idea, $$, Hires Screen Writer Content Dev. Script Director Site Designer Visualizes & Fulfills Actors Graphic Dsgnr Enacting Crew Developer Technical
- 14. Website Story • Offer (eternal Love) • Audience (younger siblings of rival gang leaders.) • Message (“Tonight, tonight there’s only you tonight.”) • Call to Action (symbolic marriage)
- 15. Product Features vs Benefits Features Benefits Real Benefits Absorbent Keeps you Dry Remain Active Leg Cuffs Prevents Leakage Remain Comfortable Refastenable Better Fit Maintain Dignity vs
- 16. Market Segmentation Age • Young bed-wetters • Youngish pregnant women • Middle age • Seniors + Sex Ability • Active • Restricted (wheelchair) • Bedbound Disease • Cancer • Irritable bowel • Prostate • Spinal Cord Injury Absorbency Level • Light leakage • Total loss of control
- 17. Website Story 2 • Offer Specific • Audience Targeted • Message Benefits Focused • Call to Action Motivational
- 18. Website Story 3 • Offer Specific • Audience Targeted • Message Benefits Focused • Call to Action Motivational
- 19. What is Good Content? • Not boring. If it puts you to sleep, it will put others to sleep. • Not BLAH BLAH BLAH. Get to the point quickly. Concise, precise and targeted. • Not about you. No one cares.
- 20. Compelling • The vision of the Operational Excellence Office is to play a vital role in our campus’ financial sustainability by cultivating innovation to produce new revenue opportunities and by supporting continuous improvements to drive ongoing efficiencies.
- 23. Original & Specific • FIRM PROFILE • Our firm provides outstanding service to our clients because of our dedication to the three underlying principles of professionalism, responsiveness and quality. • Professionalism. Our firm is one of the leading firms in the area. By combining our expertise, experience and the energy of our staff, each client receives close personal and professional attention. WHAT DO I DO?
- 25. • You shouldn’t have to choose, but so often you do: professional or personality. Girl Friday is about having it all. It’s about kicking off your shoes and settling in. It’s about incredible expertise and a dogged commitment to perfection. But we care too much to ever let it be boring.
- 27. Compelling • 'Dealing with menopause was bad enough but when I found I was suddenly wetting myself without warning it was a nightmare…’ • After 35 years of marriage, I even started sleeping in the spare bed! Finally, I went to my doctor.
- 28. Emotionally Engaging • “Puppy,” was the first word out of Ramie’s mouth. Ramie and her husband, Tyler, both animal lovers from a young age, started caring for North Shore Pets in 1997, and opened their shop in 2002.
- 31. Focused • Pfizer. We apply science to discover therapies that significantly improve and extend people’s lives.
- 32. Informs, Entertains, (Soft) Promotes • Mad for Madison • The Chocolaterian Café • Yes, there’s chocolate. Of course, there’s chocolate: cakes & bars, fondue and tarts. And for the heathens: lemon squares and macaroons, cookies and toffee. But for those who know they shouldn’t live on dessert alone: quiches & paninis, soups & galettes.
- 33. Keeps it Real • Tell the truth. “If you read it one the internet, it must be true.” • Strive for accuracy. Avoid Unsubstantiated Claims & Superlatives.
- 34. Or Maybe Not? “Please tell me she’s not for real. Please tell me she’s photo shopped.”
- 35. Beached 160’ Giant Squid in Northern California.
- 36. Talks with Me, Not at Me • Avoid the third person, when possible. Use “you” rather than “he” or “she” • Use the active voice. “The dog bit the boy.” • Lead with questions. “Isn’t it remarkable?” • Include call to action. “Buy, subscribe, etc.”
- 37. Belmont Village of Glenview, Illinois is situated in the heart of a beautiful residential area. Our community is convenient to Old Orchard, the botanical gardens and many places of worship. There are also major medical centers and hospitals in close to the facility, including the new Glenview Senior Center. Equally significant as Belmont’s handy location is the fact that it was built to provide a higher standard of care for assisted living.
- 39. Focuses Attention (Thematically) • Hungry? Order food now. (Groupon) • Unlimited instant streaming of videos. (Amazon) • Request an appointment. (Evanston Hospital) • Help us save lives. (American Cancer Society) • Choose the card that works best for you. (Bank of America) • Visit Macy’s.
- 40. Focuses Attention (Visually) Reduce visual clutter • Use heads, subheads • Use bullet-points and short paragraphs • Use white space • Avoid too many fonts, colors, sizes & styles • Use images with similar color saturation
- 41. Don’t Do
- 42. Do
- 43. Don’t Do
- 44. Do
- 45. Create Your Own Homepage Steve Lome www.content1.biz swlome2020@gmail.com 773.550.3000
Notas del editor
- Write good, helpful, meaningful content for humans to read, not robots.
- Fortunately, machines and humans like the same things: headers with keywords, original content, links, etc. Respect necessary syntax and code standards & your site will be found, liked, shared and retweeted.
- Questions for Audience: How many developers? Web designers? Graphic artists? Copywriters? How many have created content? How many work with content? How many never work with content? Or primarily work around content? How many have had problems with content? Common problems?
- Content Mining requires discovery. How do you get the information you need starting with your client? Then how do you develop it for your website audience?
- Businesses sell products and services to customers. Non-profits appeal to donors for support. Bloggers write on topics of interest to their audience.
- Help Client Think and Communicate Clearly. So they can move their audience to act.
- Small House Movement
- Defense: Giraffes are dangerous. And she’s hunting legally.
- Simple statement. No new information here, but when we show family portrait, it has greater emotional impact.
- Director visualizes the script and guides the actors and technical crew in the fulfillment of that vision. Much like a website designer.
- Let’s take a look at the anatomy of a Website Story. Target offer to audience. (one hand, one heart). What you are, what you do, what you say. Only you, you’re the only thing I’ll see forever In my eyes in my words and in everything I do Nothing else but you ever
- What benefits are you marketing?
- Group exercise with Lisa Rinna. What is the offer, audience, message and call to action?
- Group exercise. What is the offer, audience, message and call to action. (It’s not so simple.)
- No one cares about you or how much you know. Refrain from showing off your knowledge. What you want to say, may not be what your audience wants to know.
- From the Operational Excellence Program Office. Nothing but a checklist of buzz words. (Job is to increase revenues and cut costs at UC Berkeley.)
- Owner creates lifetime memories, more than one-time events, but shows nothing but static table arrangements and place settings. Website content cont’d: you with excellent service at affordable prices. Whether your function is a social event, wedding or corporate event, we can create a memorable occasion that reflects your style and taste, making your event truly unique. Our idea of a party is for our client to sit back, relax and enjoy the party.
- Distinguish yourself from the competition.
- Focus? What do we do. Would you believe we offer editorial services?
- Now that we've looked as some not so good content -- in my opinion -- let's take a look at some better stuff.
- Tena Incontinence Pads. Menopause can bring on bladder weakness. At first I was skeptical as the maxi pads hadn’t worked and these were even smaller, but actually the do work and I feel much more confident.
- From Follow Your Nose Pet Shop, Evanston
- Who is Frankie Kerr? Australian model who rose to prominence in 2007 as a Victoria’s Secret Angel.
- One year newer. 15,000 miles less.
- Love it!
- Create blog!
- Do not call your authority and credibility into question by making false claims.
- Keep it real? If it bleeds, it leads. Sensationalism sells.
- Keep it Real? Sensational grabs attention. Mutant squid suffered genetic mutations from Fukushimi Dai-Ichi Nuclear Power Plant Disaster. Triggered uncontrollable growth or “radioactive giantism.” Went viral before Scopes put the kibosh on it.
- In addition to being informative and entertaining, I’m going to carry on a conversation with you. Isn’t it remarkable that the winner of the International French Scrabble competition doesn’t speak French?
- Talking at me
- Engaging me in conversation
- Single, clear message focuses attention and directs users to act.
- Follow-up questions after workshop portion: Did you enjoy the exercise? Did anything surprise you? What was the easiest part about it? What was the hardest part? Did you learn anything new about working as a team? Did you learn anything that will change the way you work?