Writing engaging content: clear, user-focussed writing for digital
Business writing in digital ages
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Who we are and what we Who we are and what we do?do?
minute-by-minute coverage with an international context.
full global picture news, analysis and editorial
commentary on business and related stories.
Launched in 2005/16 editions, 10 languages
Third (3rd) top most visited online business news Web site (Alexa)
ChallengesChallengesCONTENT
◦Exclusivity – Information can be obtained somewhere else
◦Competition with news agencies – Information can be obtained somewhere else first
◦ Insightful journalism –Making Sense of the information: Reviews and Analysis
◦“Pointer” articles – Points to content in other news Web site.
ChallengesChallengesSTYLE
◦Social Media – “Coffee Table Talk” developed by NPR
◦The Magic “F” – People view your pages in an ‘F” shaped pattern
◦SEO – Relates to Google News, Google Finance, and other news aggregators
STYLESTYLESocial Media Friendly
◦Plain English No local color/No “Philippine English”
◦Casual tone/Lay-man
◦Emphasis on “Is this information worth sharing?” “Aussie ATM Operators Hike Access
Fee to $2.50” “Goldman Sachs Cuts Jobs: Report”
STYLESTYLEThe Magic “F”
◦More a Web page design sensibility
◦Inverted Pyramid still applies, but loosely
STYLESTYLESEO and Online Journalism
◦Incorporate key SEO principle More specific language
◦Modify syntax to accommodate “search keywords” WSJ : Trayvon Martin Shooting Death
Sparks Outrage on Social Media Chicago Tribune: Trayvon Martin
shooting: George Zimmerman dreamed of being a cop
NY Daily News: Trayvon Martin shooting: Parents call for George Zimmerman’s arrest
STYLESTYLESEO and Online Journalism
Online Readers
Digital Content
Washington Post
Forbes
TheStreet.com
Search Engines“Trayvon Martin
Shooting”
STYLESTYLESEO and Online Journalism
◦All about “findability” of your content or REACH
◦Monitoring services providers and aggregators
◦Issues on copyrights and royalties◦Locally, Interaksyon.com and Rappler.com are not indexed by Google News
ChallengesChallengesAUDIENCE
◦Limited attention span – time spent is not counted in hours, but MINUTES
◦Access to multitude of sources – audience could easily switch to more established brands like WSJ and The New York Times
◦Core/Loyal Readers/ New (Unique) Readers
ChallengesChallengesCycle
◦Faster news cycle
◦Shorter production period (Submission to publication last for 30 minutes)
◦Revolves around the stock market (ASX)
ChallengesChallengesCREDIBILITY
◦Editorial Board TheStreet.com’s Jim Cramer (former
hedge fund manager/ best-selling author) Arianna Huffington of HuffPost
◦Journalist By-Line Facebook + Media Google+ Account