Tagged: content

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

What we do with the accidents: week 4 symposium

  • Conglomerates and reality TV as a hybrid: Big Brother is not just a TV show, but a website with extra footage, a voting system, etc.
  • Why do we like reality TV so much? Adrian suggested because “we live and die by our constraints“. Reality TV certainly plays on constraints and expectations: the constraints of living in a house with 14 others and the expectation to do dishes or compete in games and tasks for example. These constraints and expectations mirror the modern world, eg the “Nanny state” which constrains us.
  • Public and private spheres: how have they changed? We now hear half a phone conversation instead of our conversations being held in a private phone booth or within the home.
  • Making mischief – why not talk into someone’s phone? It’s not a private conversation after all!

  • So what are the boundaries between inside/outside, safe/dangerous, legal/illegal?
  • TV has an insatiable need to see –> the desire to see is much more important than the camera quality. Content is more important that an HD image.
  • Jasmine mentioned that the individualised nature of our devices has changed the public and private spheres. iPad, iPhone, iPod: these are named for the individual.
  • Adrian questioned if the internet allows us to build walls further around us or whether it allows us to open our minds. The internet is capable of doing both, it depends on what the individual wants to use it for.
  • It was asked whether new technology/phones ruin TV/film making, and I immediately thought of the recent iPhone 5 film starring Scarlett Johansson:

  • Adrian proposed that the more tools the better off you are, which I tend to agree with. But this idea does avoid our need for constraints and the creative liberation found in putting constraints on our work.
  • Our language can’t even keep up with the rate of technology change: it’s not ‘film’ and it’s not a ‘video’ for instance.
  • Embrace the constraints
  • It’s all about what we do with the accidents.

Future visions

This week’s reading Digital video and Alexandre Astruc’s camera-stylo by Bjørn Sørenssen begins with asking whether “expanded access to digital production means and distribution channels of audiovisual media also imply an enhancement of the democratic potential of these media“. These changes in media production and distribution certainly change the way we think about film: as discussed in the first lecture, film isn’t scarce anymore and this has many implications. We can record on our phones to brainstorm and think through ideas, not necessarily making polished pieces as we may once have considered the use of film. Similarly, a writer can brainstorm on the back of an envelope.

Sørenssen makes an compelling point that it is “always interesting to review old utopian visions, as they remind us of our part in fulfilling or failing to fulfill the expectations of earlier generations“. I found this an amusing sidenote to consider how we have stacked up to Plato’s Republic or whether we will measure up to Star Trek.

Utopia – sourced from michaelromkey.typepad.com

Sørenssen notes Astruc’s thinking that Descartes’ philosophy “would today be of such a kind that only the cinema could express it satisfactorily“. Are there ideas that can only be expressed through certain mediums? Undoubtedly there are times when I am lost for words trying to explain something, maybe it could be better expressed through film. What about the combination of words and image – does film in that way lend itself to better understanding simply due to the combination of factors?

Similarly, how does expression through art come into play? Image sourced aestheticamagazine.com

Sørenssen mentions the personal computer and its importance on how we view content; similarly the mobile phone. What does this mean for content creators and how is it different to imagining creating for a big cinema screen? More personal = more intimacy?

Habermas is quoted within the article lamenting that the “use of the Internet has both broadened and fragmented the contexts of communication”. The Internet recently celebrated 25 years of the web, and in a commemorative article on the Irish Times Davin O’Dwyer notes the Internet ” has revolutionised communication to the point where most people can publish and disseminate information within seconds. This unhindered ability to communicate and disseminate information has also led to powerful citizen-driven movements, such as the Arab Spring in 2010″.

We no longer have to go into an office to work or go to the library to find information. What impact is this having on our culture? And what about implications surrounding our privacy?

Astruc’s “vision of the future author who writes using a camera instead of a pen” certainly opens up new possibilities for expression through audio-visual mediums, however I have to edit this vision for myself as I can’t see a future without written memoirs: that authors write using a camera and a pen.

What is your canvas for expression? Image sourced from guestonplanet.blogspot.com.au