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20210201 writing web content

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20210201 writing web content

  1. 1. 01/02/2021 – KASK Digital Storytelling WRITING WEB CONTENT
  2. 2. Hi, I am Kristof! kristof@ilikemedia.be | @kristofdhanens | @ilikemediateam | slideshare.com/ilikemedia 2007 2008 2013 2016 2017
  3. 3. WOLFRAM KRISTOF PIETER EVELIEN CHRISTOPHE VEERLE I Like Media, freelance collective of digital communication trainers BRECHT LEEN
  4. 4. OUR BLOG www.ilikemedia.be/blog
  5. 5. ONLINE VERSUS OFFLINE TEXTS?
  6. 6. 6 TIPS TO MAKE WEB TEXTS GREAT AGAIN
  7. 7. 1 Create digital concepts, not just texts for websites
  8. 8. 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
  9. 9. MICRO TEXT
  10. 10. MESO TEXT
  11. 11. MACRO TEXT
  12. 12. 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
  13. 13. INSPIRATION PUBLISH CREATE GOOD CONTENT RETHINK EDIT
  14. 14. 2 WRITE WHAT YOUR AUDIENCE WANTS TO READ
  15. 15. CONTENT CAN BE EVERYTHING
  16. 16. TUTORIALS
  17. 17. LISTS
  18. 18. TESTIMONIALS
  19. 19. INTERVIEWS
  20. 20. RECYCLE SOCIAL CONTENT
  21. 21. LOOKS LIKE INSTAGRAM GUIDES? Explore this guide
  22. 22. WRITING AN ARTICLE ON LINKEDIN Read the whole article
  23. 23. SPREAD YOUR CONTENT Must read: thenextweb.com/newsletter/2019/01/10/7-lessons-we-learned-from-our-year-long-newsletter-experiment
  24. 24. 3 A KILLER TITLE IS ALWAYS A GOOD START
  25. 25. 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”
  26. 26. A GOOD TITLE IS INDEPENDENT AND DOES NOT NEED SUBTITLES
  27. 27. CLICKBAIT?
  28. 28. 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
  29. 29. MAKING PROMISES AND FULFILL THEM!
  30. 30. MAKING PROMISES AND FULFILL THEM!
  31. 31. 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
  32. 32. 4 MAKE SURE PEOPLE CAN SCAN YOUR TEXT
  33. 33. PEOPLE READ DIFFERENTLY ON THE WEB
  34. 34. TURN YOUR TEXT UPSIDE DOWN Classic text Modern text conclusions Lead contains most important conclusions lead
  35. 35. 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
  36. 36. http://contentmarketinginstitute.com/2015/04/content-engages-mobile-readers/ MOBILE WRITING
  37. 37. DON’T WRITE SHORTER TEXTS, WRITE BETTER TEXTS
  38. 38. TEXTS THAT SCAN EASILY
  39. 39. MAIN TITLE PHOTO / VIDEO LEAD SHORT PARAGRAPHS LIST MEDIA
  40. 40. TEXTS THAT SCAN EASILY
  41. 41. • 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
  42. 42. FONT?
  43. 43. LONGREADS
  44. 44. 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’
  45. 45. DO YOU HAVE TO LINK?
  46. 46. RELATED CONTENT
  47. 47. DO NOT USE TOO MUCH LINKS
  48. 48. 5 USE PICTURES THAT GUIDE YOUR READERS
  49. 49. 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?
  50. 50. CREATIVE COMMONS
  51. 51. “SOME RIGHTS RESERVED”
  52. 52. ALWAYS FILL OUT ALT TEXT
  53. 53. HOW TO EDIT PHOTOS? Desktop: Pixlr, Photopea, Canva Mobile: Snapseed, VSCO, Lightroom
  54. 54. ALL-IN ONE? INSHOT www.inshot.com
  55. 55. PUT PICTURES BETWEEN PARAGRAPHS DON’T ALIGN THEM
  56. 56. CHOOSE FOR LANDSCAPE MODE
  57. 57. 6 MIX MEDIA INTO GREAT STORIES
  58. 58. WHAT DO YOU NEED FOR A GREAT STORY? Setting Characters Narrator (POV) A plot Emotie 1. 2. 3. 4. 5.
  59. 59. USE EMBED CODE
  60. 60. STORYTELLING TOOLS
  61. 61. EMBED TWEETS, SLIDES, MAPS…
  62. 62. MAKE INFOGRAPHICS WITH PIKTOCHART
  63. 63. MIX MEDIA AND CREATE VISUAL STORIES Lees dit interactieve verhaal
  64. 64. PAGEFLOW www.pageflow.io (free trial) Check this example
  65. 65. BROWSE YOUR FAVORITE WEBSITE / BLOG: FIND A GOOD ÁND BAD EXAMPLE Post it here: http://bit.ly/kask0302
  66. 66. 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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