Tagged: writing

Writing for the Web Module #4 notes

  • Maintaining your living content
    • break up sections of website
    • every piece of content needs to be reviewed on an ongoing basis

 

  • Content strategy
    • define exactly what you’re going to do
    • new and current = good for SEO and encourages users to return and keeps website relevant

 

  • Content governance
    • who should own what particular pieces of content + parts of website
    • specify who is responsible
    • distributed accountability model
      • subject matter experts
    • centralised accountability
      • communications team
    • characteristics of good content:
      • timely
      • accurate
      • authority
      • quantity
      • quality
      • relevant

 

  • Style guide
    • logos, colours, fonts, typography
    • how you want content written
      • tone of voice
      • headings
      • langugae
      • reading level
      • terminology, abbrevs, acronyms
      • phrases
      • lists
      • any unique things to organisation
    • how will staff know an update has been made? = Internal communication

 

  • Managing stakeholders
    • web team
    • subject matter experts (SME)/content authors
    • senior management
    • managers of other channels
    • legal team, marketing, sales, SEO experts, etc

 

  • Other digital channels
    • microcontent/other channels = consistency over all channels
      • email/newsletters
      • social media
      • messages
      • instore: signs, cash registers, personalities, is it the same as the website?
      • advertising
      • call center
      • text messages
      • packaging + delivery
      • receipts + thankyous
    • seamlessness

 

  • Becoming a better writer
    • read and write more
    • get someone to edit your writing
    • get content reviewed
    • think outside the box
    • look at other good content, eg competitors + identify what they do well
    • test it with users

 

  • Checklist
    • prepare + plan
      • know your reader
      • know your business
      • know your purpose
    • write
      • plan
      • structure
      • relevant
      • useful
      • accurate
      • credible
      • current
      • consistent
      • findable
      • scannable
      • understood by our users
      • interesting
      • plain english
      • tone of voice
      • active voice
      • present tense
      • keywords = find them through users and analytics
      • headings
      • lists
      • links
      • visual/audio/graphics = to enhance
      • forms
      • messages: personable + informative
      • SEO
      • accessibility
    • review + maintain
      • spelling + grammar
      • all words necessary?
      • reviewed by another person
      • who owns which content
      • plan next 12 months
      • content governance
      • define style guide

 

Writing for the Web Module 2 Notes

  • Structure
    • how someone is going to read content
    • F scan – chunk information so people can scan more easily
    • nice heading, subheadings, shorts paras, bullet points

 

  • Relevant + Useful
    • looks at competitors
    • more research into what users want to get out of content
    • give practical advice
    • look at analytics – if people are linking to your site
    • social media if people are talking about content

 

  • Accurate + Credible
    • trusted content
    • have the expertise to be writing about that content
    • check with an expert if correct
    • research
    • David Ogilvy
    • review
    • reliable + believable

 

  • Current + Consistent
    • take things away that are out of date
    • think about when things will expire
    • is it still relevant?
    • consistent tone of voice
    • abbreviations and acronyms etc = consistent

 

  • Findable
    • how do people find your website?
      • search
      • links to your website
      • within website: navigation, internal links, website’s internal search

 

  • Scannable
    • F shaped pattern
    • chunks of content, headings, subheadings
    • summaries at the beginning
    • white space can make website more attractive to the eye = breathing room between content

 

  • Simple
    • plain english
    • short sentences + paragraphs
    • lists
    • graphics, tables, pictures
    • personal: I, us, we, you
    • match user’s knowledge, eg writing for a teen website
    • direct
    • verbs not nouns, eg ‘consider’ not ‘consideration’
    • inform don’t impress
    • examples + analogies

 

  • Interesting
    • personality
    • topical
    • present it in an interesting way, eg info graphics
    • don’t oversell, push user, have fluffy introductions or use jargon

 

  • Voice
    • personality
    • tense: present active
    • consistent across all channels

 

  • Writing Style
    • inverted pyramid
    • read content out loud to yourself – could you leave the page after one paragraph satisfied you have all the info?

Writing for the Web Module 1 Notes

  • Good quality content
    • clear headings
    • exact statements
    • nice images
    • summaries (could stop here is we wanted/needed to)
    • chunks of information
    • links
    • calls to action
    • visuals representations of products

 

  • Elements of a good website
    • user + business needs
    • information architecture (IA)
    • interactive design
    • visual design
    • brand
    • content
    • users essential
    • navigation/tree structure
      • labels + secondary navigation
    • wireframe
    • aesthetic appeal + personality
    • content is king

 

  • Web v Print Content
    • how do people read online/print?
    • printed = physical document, read front to back, don’t rely on power source, less fatigued eyes
    • online = computer, tablet, mobile, laptop, rely on power, back light results in eye fatigue
    • Jakob Nielsen 1997: how users read the web = they don’t, they scan in F shape pattern
    • snack vs feasting

 

  • Who are your users?
    • demographics
    • personas

 

  • Understanding users
    • talking to users
    • website analytics
    • surveys

 

  • Context of use
    • where are they accessing, when and with what device?
    • eg, at lunch people might have more time to read news content compared to a 10 – 15 minute commute
    • what pieces and pages of content are people looking at at certain time?
    • if we know what devices people are accessing we can change the content that we deliver on those devices
    • all different screen sizes, etc

 

  • Understanding the business objectives
    • stakeholders
      • marketing
      • financial
      • customer service
      • subject matter experts
      • anyone with vested interest in website
    • sometimes a mobile optimized site is going to meet the user’s needs more than an app

 

  • Purpose of content
    • persuade
    • inform
    • educate
    • entertain
    • change behaviour
    • enforce compliance, esp govt websites

 

  • Accessible content
    • disabilities:
      • vision impairment
      • hearing impairment
      • motor impairment
      • dyslexia
      • colour blindness
    • don’t use content as images
    • captions on audio + video
    • transcripts
    • Microsoft Word accessibility checker
    • product descriptions

 

  • SEO
    • page title – in the browser/tab bar
    • page heading
    • keywords
    • links
    • natural language
    • topical content
    • unique content
    • URL
    • the last thing we want is to optimise for search engines but not optimise for our users

How Ira Works

I really enjoyed by Radio courses during my degree, and as a radio student I hold This American Life on an incredibly tall pedestal. I really enjoyed a recent interview with Ira Glass on LifeHacker, particularly his general practice and advice to aspiring journalists/writers:

“I learned my technique from a great print editor named Paul Tough, who was at the New York Times Magazine and Harper’s, and worked with our show a lot in the early years. It’s so basic I worry it doesn’t bear going into here, but just in case it’s handy to another writer or editor, here we go:

When I come out of an interview, I jot down the things I remember as being my favorite moments. For an hour-long interview usually it’s just four or five moments, but if out I’m reporting all day, I’ll spend over an hour at night typing out every favorite thing that happened. This is handier than you might think. Often this short list of favorite things will provide the backbone to the structure to my story.

Then I transcribe the tape or have it transcribed by someone. Getting every word right isn’t as important as having something on paper for each sentence that’s been said, because to make radio stories, you edit by the sentence. For some reason in the radio biz we don’t call these transcripts, we call them tape logs.

Then I print out the log and mark it up. Every possible quote I might use, I write a letter next to, A, B, C, etc. As I do this, on a single piece of paper, I make a list for myself of the quotes. So when I’m done, there’s not just the tape log, there’s a piece of paper with tiny handwriting on it, listing the quotes “A – he describes the old house, B – what it was like the moment he came home, C – his sister warned him,” etc. Any quote that’s especially promising gets an asterisk. Any quote I’m sure I cannot tell the story without gets two asterisks.

I'm Ira Glass, Host of This American Life, and This Is How I Work

The point of this is that it gets all this inchoate material—the sound you’ve gathered—into a form where you can see it all on one page. You see all your options. It’s in a form where your brain can start to organize it. Also, writing the list sort of inserts all the quotes into quick-access RAM memory in your head in a helpful way. I find that the important first step to writing anything or editing anything (half of my day each day is editing) is just getting the possible building blocks of the story into your head so you can start thinking about how to manipulate it and cut it and move it.

Listing the quotes this way is also important because a radio story, unlike other kinds of writing and even other kinds of journalism, is usually structured around the quotes. You organize the beats of your plot around the most compelling moments you have on tape. (Though I learned this from a print journalist so I guess it’s applicable there too.)

Next I stare at my one-page list and think about what would be a fun or compelling beginning. (Okay, I’ve been thinking about that since I decided to do the story but now it’s down to brass tacks: what actually works on tape and what are the many things that I tried that failed?) Usually there are two or three decent options for the beginning of the story and one or two obvious possibilities for how to end it. Then I think about what really are my very favorite moments and what doesn’t need to be in the story. And then I sketch a structure based on my letter code: okay, F is the opening beat, then do C and D and then jump to M and N and end on G. And then I write. Usually my list will include a few extra beats that I’m not sure if pacing will permit. When I get to that spot in the writing, I’ll know whether to include them or cut them.

This technique lets you go from many hours of interview tape to a concise, workable structure very quickly. It’s hard to imagine how you could do it more efficiently.2

I'm Ira Glass, Host of This American Life, and This Is How I Work

I’d just say to aspiring journalists or writers—who I meet a lot of—do it now. Don’t wait for permission to make something that’s interesting or amusing to you. Just do it now. Don’t wait. Find a story idea, start making it, give yourself a deadline, show it to people who’ll give you notes to make it better. Don’t wait till you’re older, or in some better job than you have now. Don’t wait for anything. Don’t wait till some magical story idea drops into your lap. That’s not where ideas come from. Go looking for an idea and it’ll show up. Begin now. Be a fucking soldier about it and be tough.”

Books belong to their readers

Chantelle‘s entry this week about books that change each time you read them excites me almost as much as I think they excite her, and it reminded me of something I read once that asked a question along the lines of: what if when we read we are reading what we want to read, or in a sense what our imagination makes up as we go along, ie that we write what we are reading as we read it.

I also think this is the cutest thing I have ever read:

With the aid of technology, we can create millions or trillions or billions (not sure which is bigger) of stories.

While I think the idea of an ever-changing and never-ending book is amazing – I mean we have all mourned that heartbreak of when a really good book ends, right? – I can’t help but think it already exists.

It’s funny, but it seems each time I read James Joyce’s “Ulysses”, it’s a different book, begging the question: Has the book changed… or have I?

It’s one of Ted Mosby’s quintessential quotes, and it gives a nice insight into this idea. My life has literally been changed by certain books: they have this power of changing the way you think and subsequently how you go about your life. And I like to believe I grow as a person and a creative as I open my mind up to new ideas. As our experiences grow, our perspectives change, our prejudices are disrupted… these factors all influence who we are, and often re-reading a favourite book after a few years can feel like reading an entirely different book all together. Has the book changed, or have I? I know that I’ve changed, but I don’t see why these concepts are mutually exclusive. Books belong to their readers; we impart our own meaning; we construct our own knowledge from the information presented to us.