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01/02/2021 – KASK Digital Storytelling
WRITING WEB CONTENT
Hi, I am Kristof!
kristof@ilikemedia.be | @kristofdhanens | @ilikemediateam | slideshare.com/ilikemedia
2007 2008 2013 2016 2017
WOLFRAM
KRISTOF
PIETER
EVELIEN
CHRISTOPHE
VEERLE
I Like Media, freelance collective
of digital communication trainers
BRECHT
LEEN
OUR BLOG
www.ilikemedia.be/blog
ONLINE VERSUS OFFLINE TEXTS?
6 TIPS TO MAKE WEB TEXTS GREAT AGAIN
1
Create digital concepts,
not just texts for websites
3 MAIN TEXT TYPES
1/ MICRO TEXT
Short texts that trigger people
to click and read the whole piece of content
2/ MESO TEXT
News articles, blog posts, lists…
that tell your readers a certain story
about you or your company
3/ MACRO TEXT
Static pages on your website
that contain the services or goods
you actually want to sell
MICRO TEXT
MESO TEXT
MACRO TEXT
Digital
strategy
Target audience
Goals
Channels
Platforms
Content
strategy
Which content will
help to achieve your
goals?
Content
schedule
When will you
trigger your target
audience?
How will you
cooperate?
STRATEGY IS EVERYTHING
INSPIRATION
PUBLISH
CREATE
GOOD CONTENT
RETHINK
EDIT
2
WRITE WHAT YOUR AUDIENCE
WANTS TO READ
CONTENT CAN BE EVERYTHING
TUTORIALS
LISTS
TESTIMONIALS
INTERVIEWS
RECYCLE SOCIAL CONTENT
LOOKS LIKE INSTAGRAM GUIDES?
Explore this guide
WRITING AN ARTICLE ON LINKEDIN
Read the whole article
SPREAD YOUR CONTENT
Must read: thenextweb.com/newsletter/2019/01/10/7-lessons-we-learned-from-our-year-long-newsletter-experiment
3
A KILLER TITLE
IS ALWAYS A GOOD START
A KILLER TITLE…
Is not too long (10 words max)
Is clear: use the words your audience uses
• Don’t write: ‘Digitalize your professional skills’
• But write: ‘5 apps to work more efficiently at your office’
Answers the most important question in your title
• Don’t write: “Smartphones are no longer welcome at school”
• But write: “France forbids smartphones in schools”
A GOOD TITLE IS INDEPENDENT
AND DOES NOT NEED SUBTITLES
CLICKBAIT?
IS CLICKBAIT BAD?
Clickbait = “you constructed a title so good that a lot of people click on it”
Must read: www.brandwatch.com/blog/nathalie-nahai-psychology-behind-social-behavior
MAKING PROMISES AND FULFILL THEM!
MAKING PROMISES AND FULFILL THEM!
TITLES THAT MAKE PEOPLE CLICK
6 reasons why…
This is how you…
12 crazy ways to…
The complete guide for…
4 secrets about…
Checklist for…
What nobody tells you about…
The biggest mistake I made when…
7 tips for…
The formula for…
This is how you get rid of…
…
Read more: www.audiencebloom.com/101-title-ideas-for-your-next-blog-post
4
MAKE SURE PEOPLE
CAN SCAN YOUR TEXT
PEOPLE READ DIFFERENTLY ON THE WEB
TURN YOUR TEXT UPSIDE DOWN
Classic text Modern text
conclusions
Lead contains most important
conclusions
lead
THINK MOBILE!
• 1,55 miljard gebruikers
• 5,9 miljoen gebruikers in België
• 4,5 miljoen Belgen elke dag
• 3,5 miljoen Belgen elke dag
• 45+ snelst groeiende doelgroep
http://contentmarketinginstitute.com/2015/04/content-engages-mobile-readers/
MOBILE WRITING
DON’T WRITE SHORTER TEXTS,
WRITE BETTER TEXTS
TEXTS THAT SCAN EASILY
MAIN TITLE
PHOTO / VIDEO
LEAD
SHORT
PARAGRAPHS
LIST
MEDIA
TEXTS THAT SCAN EASILY
20210201 writing web content
• Use dark letters on a light background
• Use enough whitespace
• No text blocks in italic
• Always align your text to the left
• Do not underline words that are not links
• Make your carewords bold
• Do not yell: no complete sentences in capitals
TEXTS THAT SCAN EASILY
FONT?
LONGREADS
USING LINKS
• Don’t use too much links in one text
• Make clear what is the destination of a link
• Make deeplinks (link to the exact subpage in stead of the home page)
• Link carewords, they have to stand out of your text
• Never use ‘click here’
DO YOU HAVE TO LINK?
RELATED CONTENT
DO NOT USE TOO MUCH LINKS
5
USE PICTURES THAT
GUIDE YOUR READERS
USE PHOTOS YOU ARE ALLOWED TO USE
Check this list: vlcm.be/2015/07/gratis-stockphoto-icon-en-vector-websites-de-ultieme-lijst
www.pexels.com www.unsplash.com
www.pixabay.com
Your suggestions?
CREATIVE COMMONS
“SOME RIGHTS RESERVED”
ALWAYS FILL OUT ALT TEXT
HOW TO EDIT PHOTOS?
Desktop: Pixlr, Photopea, Canva Mobile: Snapseed, VSCO, Lightroom
ALL-IN ONE? INSHOT
www.inshot.com
PUT PICTURES BETWEEN PARAGRAPHS
DON’T ALIGN THEM
CHOOSE FOR LANDSCAPE MODE
6
MIX MEDIA INTO GREAT STORIES
WHAT DO YOU NEED FOR A GREAT STORY?
Setting
Characters Narrator (POV) A plot
Emotie
1. 2. 3.
4. 5.
USE EMBED CODE
STORYTELLING TOOLS
EMBED TWEETS, SLIDES, MAPS…
MAKE INFOGRAPHICS WITH PIKTOCHART
MIX MEDIA AND CREATE VISUAL STORIES
Lees dit interactieve verhaal
PAGEFLOW
www.pageflow.io (free trial)
Check this example
BROWSE YOUR FAVORITE WEBSITE / BLOG:
FIND A GOOD ÁND BAD EXAMPLE
Post it here: http://bit.ly/kask0302
THANKS FOR LISTENING!
Send your questions to
kristof@ilikemedia.be
These slides are available on
www.slideshare.com/ilikemedia
Register for our Newsletter (Dutch!)
www.ilikemedia.be/nieuwsbrief
Follow us on Facebook
www.facebook.com/ilikemedia.be
Follow us on Instagram
www.instagram.com/ilikemediateam

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