•Proofread: Get it all correct; ask for help –four eyes are better than two.
Inverted Pyramid
A useful guide for organizing yournews release
•Readers startat the top.
•Editors cutfrom thebottom.
Really Important Facts
Who What Where When Why
Useful detailand history
Informationthat helpsreaders
Information thatprovides context
Writing for the Web
Search Engine Optimization -- SEO
74.3% of consumers use Google to find info onWeb
AYTM Market Research
Writing for the Web
Google Search Engine Optimization StarterGuide
•Offer quality content and services
–Compelling and useful
–Unique
•Write easy-to-read text
–Scannable
–Bullets
–Headings and subheads
–Short paragraphs
Writing for the Web
Google Search Engine Optimization StarterGuide
•Promote your website to increase backlinks
•Create unique, accurate page titles
–Keywords
•Write a description
•Improve your URL
•Plan navigation based on your homepage
–Priorities
Writing for the Web
•Provide unique content
–Duplicating info dilutes search results
–Link to others’ information
•Use words your audience uses
•Repeat keywords
–In titles, subheads, first sentences, cutlines, etc.
•Develop several short articles instead of onelong one
•Use and identify images
Writing for the Web
•Link to complementary content
•Include a call to action
–So what? Who cares?
•Avoid PDFs
•Think mobile
•If time, find an example of a website withthese characteristics
Blogging
One news release = multiple blog posts.
•focus more directly on your key messages
•add context and depth to your subject
•help users get directly to the content they need
Blogging
Connect the content to a real-time, real lifescenario
•Think (and possibly write) about why the readershould care about this post now.
•Why is the post timely?
•How can the post impact the reader's life?
Blogging
Be present as the author
•In news releases, the author is absent. In blogposts, you need to be present.
•Write in the first-person
•Refer to your stories and experiences.
•Be real. Share some of yourself.
Blogging
Include a picture.
•The web is visual.
•Pinterest, Instagram, Facebook and other toolsuse images to make shared content moreengaging.
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