How to write good web content

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This document outlines a content writing workshop. It discusses keeping the reader in mind through formatting text for easy scanning, using visuals, and headings. It also covers writing text that supports strategic goals like search engine optimization through keyword use and storytelling. Rules for good content include writing simply and concisely like a journalist rather than an academic and focusing on what is important to the audience.

Marketing

Content writing
workshop
Delivered by Allison Jane Smith
allison.smith47@gmail.com

What we’ll discuss
1. keeping the reader in mind
2. writing text that supports our strategy
3. what is important content and what is not
4. rules about good content writing
2

1. Keeping the reader in mind
• How do people read on websites?
3
They don’t.
Nielsen Norman Group

1. Keeping the reader in mind
• Formatting text
• Using visuals
4

1. Keeping the reader in mind
• use headings to break up long articles
• use bulleted lists
• use bolding to emphasize important points
5
Formatting text

1. Keeping the reader in mind
6
Formatting text

1. Keeping the reader in mind
Formatting text
7

1. Keeping the reader in mind
Using visuals
8
Source: Skitterphoto

1. Keeping the reader in mind
Using visuals
9
Credit: AJS

1. Keeping the reader in mind
Using visuals
10
• “Of our operating budget, we spend 79.5% on ﬁeld
programs and advocacy work, 13.4% on
fundraising, and 7.1% on administration and
accountability.”

1. Keeping the reader in mind
Using visuals
11
http://worldvision.com.au/home/default.aspx

1. Keeping the reader in mind
Using visuals
12
https://www.pinterest.com/pin/186055028329234664/

2. Writing text that supports our strategy
• Writing to optimise SEO
• Storytelling
• Call to action
13

2. Writing text that supports our strategy
• SEO: search engine optimisation
• SEO is about attracting people to your site by
making sure it shows up in search queries
14
Writing to optimise SEO

2. Writing text that supports our strategy
• use keywords in headings
• speak the reader’s language
• use words and phrases that users search for
15
Writing to optimise SEO

2. Writing text that supports our strategy
16
Storytelling
“How To Tell a Story,” Donald Miller.

2. Writing text that supports our strategy
17
Storytelling
“How To Tell a Story,” Donald Miller.

2. Writing text that supports our strategy
18
Storytelling
2015 SuperBowl commercial  
Lost Dog

2. Writing text that supports our strategy
19
Storytelling
a hero
the puppy
has a problem  
is lost and threatened by wolves
meets a guide
the horses
who gives him a plan
helps chase away the wolves
and calls him to action
take him home

2. Writing text that supports our strategy
20
Storytelling

2. Writing text that supports our strategy
21
Storytelling

2. Writing text that supports our strategy
22
Call to action

2. Writing text that supports our strategy
23
Call to action
http://oxf.am/ZNYK

3. What is important content
and what is not
24
• important content is what our audience thinks is
important
• what interests our audience?
• what do you look at when you visit websites?

3. What is important content
and what is not
25
• interesting: holidays, personal stories, tv shows

4. Rules about good content writing
• Write like a journalist, not like an academic
• Use simple language
• Be concise
26

4. Rules about good content writing
27
Write like a journalist, not an academic
most of the time:
idea / topic
evidence /
considerations
conclusion
instead, we need to
start with the conclusion

4. Rules about good content writing
28
Write like a journalist, not an academic

4. Rules about good content writing
29
Write like a journalist, not an academic

4. Rules about good content writing
30
Use simple language
Never use a foreign phrase, a scientiﬁc word, or a
jargon word if you can think of an everyday English
equivalent.
- George Orwell

4. Rules about good content writing
31
Use simple language
• NGO jargon:
• capacity building
• advocacy
• scaling up
• stakeholder
• others?

Summary
• keep the reader in mind
• make it easy to scan text and ﬁnd important
information
• use good visuals
• tell compelling stories
• have a clear call to action
• write like a journalist, not an academic
32

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How to write good web content

1. Content writing workshop Delivered by Allison Jane Smith allison.smith47@gmail.com

2. What we’ll discuss 1. keeping the reader in mind 2. writing text that supports our strategy 3. what is important content and what is not 4. rules about good content writing 2

3. 1. Keeping the reader in mind • How do people read on websites? 3 They don’t. Nielsen Norman Group

4. 1. Keeping the reader in mind • Formatting text • Using visuals 4

5. 1. Keeping the reader in mind • use headings to break up long articles • use bulleted lists • use bolding to emphasize important points 5 Formatting text

6. 1. Keeping the reader in mind 6 Formatting text

7. 1. Keeping the reader in mind Formatting text 7

8. 1. Keeping the reader in mind Using visuals 8 Source: Skitterphoto

9. 1. Keeping the reader in mind Using visuals 9 Credit: AJS

10. 1. Keeping the reader in mind Using visuals 10 • “Of our operating budget, we spend 79.5% on ﬁeld programs and advocacy work, 13.4% on fundraising, and 7.1% on administration and accountability.”

11. 1. Keeping the reader in mind Using visuals 11 http://worldvision.com.au/home/default.aspx

12. 1. Keeping the reader in mind Using visuals 12 https://www.pinterest.com/pin/186055028329234664/

13. 2. Writing text that supports our strategy • Writing to optimise SEO • Storytelling • Call to action 13

14. 2. Writing text that supports our strategy • SEO: search engine optimisation • SEO is about attracting people to your site by making sure it shows up in search queries 14 Writing to optimise SEO

15. 2. Writing text that supports our strategy • use keywords in headings • speak the reader’s language • use words and phrases that users search for 15 Writing to optimise SEO

16. 2. Writing text that supports our strategy 16 Storytelling “How To Tell a Story,” Donald Miller.

17. 2. Writing text that supports our strategy 17 Storytelling “How To Tell a Story,” Donald Miller.

18. 2. Writing text that supports our strategy 18 Storytelling 2015 SuperBowl commercial   Lost Dog

19. 2. Writing text that supports our strategy 19 Storytelling a hero the puppy has a problem   is lost and threatened by wolves meets a guide the horses who gives him a plan helps chase away the wolves and calls him to action take him home

20. 2. Writing text that supports our strategy 20 Storytelling

21. 2. Writing text that supports our strategy 21 Storytelling

22. 2. Writing text that supports our strategy 22 Call to action

23. 2. Writing text that supports our strategy 23 Call to action http://oxf.am/ZNYK

24. 3. What is important content and what is not 24 • important content is what our audience thinks is important • what interests our audience? • what do you look at when you visit websites?

25. 3. What is important content and what is not 25 • interesting: holidays, personal stories, tv shows

26. 4. Rules about good content writing • Write like a journalist, not like an academic • Use simple language • Be concise 26

27. 4. Rules about good content writing 27 Write like a journalist, not an academic most of the time: idea / topic evidence / considerations conclusion instead, we need to start with the conclusion

28. 4. Rules about good content writing 28 Write like a journalist, not an academic

29. 4. Rules about good content writing 29 Write like a journalist, not an academic

30. 4. Rules about good content writing 30 Use simple language Never use a foreign phrase, a scientiﬁc word, or a jargon word if you can think of an everyday English equivalent. - George Orwell

31. 4. Rules about good content writing 31 Use simple language • NGO jargon: • capacity building • advocacy • scaling up • stakeholder • others?

32. Summary • keep the reader in mind • make it easy to scan text and ﬁnd important information • use good visuals • tell compelling stories • have a clear call to action • write like a journalist, not an academic 32

33. Questions? !នសំណួរ? 33

34. Thank you!  សូមអរគុណ 34

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