Writing Good Web Content
Transcript of Writing Good Web Content
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Write AnswersWrite AnswersSteve Burge
Open Source TrainingOpen Source Matters
Steve BurgeOpen Source TrainingOpen Source Matters
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Steve BurgeSteve Burge
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Most Content …Most Content …
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Who wrote this?Who wrote this?
• “Short words are best”• “Your headline is the most
important element”• “Use phrases such as ‘Limited
supply’ and ‘last time at this price’”
• “Short words are best”• “Your headline is the most
important element”• “Use phrases such as ‘Limited
supply’ and ‘last time at this price’”
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David OgilvyDavid Ogilvy
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Content doesn’t changeContent doesn’t change
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Sometimes it’s hard work:Sometimes it’s hard work:
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Sometimes it’s hard work:Sometimes it’s hard work:
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Other times it’s accident:Other times it’s accident:
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Only One Thing Matters:Only One Thing Matters:
PracticePractice
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Only One Thing Matters:Only One Thing Matters:
“Lose Your First 50 Games As Quickly As Possible” - Go
Proverb
“Lose Your First 50 Games As Quickly As Possible” - Go
Proverb
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Topics:Topics:
Solve ProblemsSolve ProblemsSolve ProblemsSolve ProblemsSolve Problems
WIIFM???
Solve ProblemsSolve ProblemsSolve ProblemsSolve ProblemsSolve Problems
WIIFM???
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Topics: Solve ProblemsTopics: Solve Problems
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Topics: Not Solving ProblemsTopics: Not Solving Problems• Complaints: “Drupal sucks!”• Mundane: “I’m trying Joomla”• No solutions: “I don’t know
how to do X”• Replicating: “Wordpress 3.0
is out”• Promoting: “We’re great”
• Complaints: “Drupal sucks!”• Mundane: “I’m trying Joomla”• No solutions: “I don’t know
how to do X”• Replicating: “Wordpress 3.0
is out”• Promoting: “We’re great”
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Great Expo ExamplesGreat Expo Examples
http://css-tricks.com Wordpress and CSShttp://css-tricks.com Wordpress and CSS
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Great Expo ExamplesGreat Expo Examples
http://HowtoJoomla.net Joomlahttp://HowtoJoomla.net Joomla
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Great Expo ExamplesGreat Expo Examples
http://Lullabot.comDrupalhttp://Lullabot.comDrupal
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TopicsTopics
“Scratch Your Own Itch”- “Rework” book
Basecamp, Campfire, Highrise
“Scratch Your Own Itch”- “Rework” book
Basecamp, Campfire, Highrise
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Topics:Topics:
Solve Your ProblemsSolve Your ProblemsSolve Your ProblemsSolve Your ProblemsSolve Your Problems
What are you more passionate about than the problem you’re
faced with?
Solve Your ProblemsSolve Your ProblemsSolve Your ProblemsSolve Your ProblemsSolve Your Problems
What are you more passionate about than the problem you’re
faced with?
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Topics: Solving ProblemsTopics: Solving Problems• This module sucks because
feature X is missing. It’s needed because …
• I’m trying to build a theme and have X advice for people getting started
• I don’t know how to do X, but I’ve tried A, B and C
• This module sucks because feature X is missing. It’s needed because …
• I’m trying to build a theme and have X advice for people getting started
• I don’t know how to do X, but I’ve tried A, B and C
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Topics: My adviceTopics: My advice
Solve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche Problems
Start in a niche. Expand later.
Solve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche ProblemsSolve Your Niche Problems
Start in a niche. Expand later.
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Topics: Solving ProblemsTopics: Solving Problems
Your readers weren’t at CMSExpo:
• …• …• …
Your readers weren’t at CMSExpo:
• …• …• …
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ContentContent
“Get rid of half the words on each page, then get rid of half what’s left”
- Steve Krug
“Get rid of half the words on each page, then get rid of half what’s left”
- Steve Krug
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Find One Of Your PostsFind One Of Your Posts
Find the average sentence length
(the number of words divided by the number of sentences)
Find the average sentence length
(the number of words divided by the number of sentences)
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Find One Of Your PostsFind One Of Your Posts
Find the average number of syllables per word
(the number of syllables divided by the number of words)
Find the average number of syllables per word
(the number of syllables divided by the number of words)
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Find One Of Your PostsFind One Of Your Posts
200 - sentence length - (80 x average number of syllables) = ?
200 - sentence length - (80 x average number of syllables) = ?
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The Flesch Reading Ease Readability Formula
The Flesch Reading Ease Readability Formula• 90-100 : Very Easy• 80-89 : Easy• 70-79 : Fairly Easy• 60-69 : Standard• 50-59 : Fairly Difficult• 30-49 : Difficult• 0-29 : Very Confusing
• 90-100 : Very Easy• 80-89 : Easy• 70-79 : Fairly Easy• 60-69 : Standard• 50-59 : Fairly Difficult• 30-49 : Difficult• 0-29 : Very Confusing
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Cut this down:Cut this down: Joomla is an award-winning content
management system (CMS), which enables you to build Web sites and powerful online applications. Many aspects, including its ease-of-use and extensibility, have made Joomla the most popular Web site software available. Best of all, Joomla is an open source solution that is freely available to everyone. (http://joomla.org/about-joomla.html)
Joomla is an award-winning content management system (CMS), which enables you to build Web sites and powerful online applications. Many aspects, including its ease-of-use and extensibility, have made Joomla the most popular Web site software available. Best of all, Joomla is an open source solution that is freely available to everyone. (http://joomla.org/about-joomla.html)
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Break up your textBreak up your text
http://sensible.com/chapter.htmlhttp://sensible.com/chapter.html
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Break up your textBreak up your text• Images• Bullet points• Short paragraphs• Sub-headings
• Images• Bullet points• Short paragraphs• Sub-headings
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HeadlinesHeadlines
“75 percent of the buying decisions are made at the headline alone”
- Tested Advertising Methods
“75 percent of the buying decisions are made at the headline alone”
- Tested Advertising Methods
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HeadlinesHeadlines
1. Benefits2. Verbs3. Specifics4. 65 characters long for S.E.O.
You have to get over the feeling that you’re being cheesy
1. Benefits2. Verbs3. Specifics4. 65 characters long for S.E.O.
You have to get over the feeling that you’re being cheesy
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HeadlinesHeadlines
http://www.conversion-rate-experts.comhttp://www.conversion-rate-experts.com
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HeadlinesHeadlines
- How to get links to your blog from top CMS websites
- $500 in free links and traffic available now
- Are you frustrated with the time needed to build links?
- Does Google drive you mad? We’re about to reveal the solution
- How to get links to your blog from top CMS websites
- $500 in free links and traffic available now
- Are you frustrated with the time needed to build links?
- Does Google drive you mad? We’re about to reveal the solution
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5 Pieces of Advice5 Pieces of Advice
1. Practice2. Solve your niche problems3. Write short4. Break up the text5. Write headlines with specific,
energetic benefits
1. Practice2. Solve your niche problems3. Write short4. Break up the text5. Write headlines with specific,
energetic benefits
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Grab some paper …Grab some paper …
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A Blog About the ExpoA Blog About the Expo
1) Let’s practice2) What problem are you solving?3) Write one paragraph with the
solution4) Find an image5) Pick a specific, punchy headline
Email [email protected] and we’ll get you at least 5 great CMS links.
1) Let’s practice2) What problem are you solving?3) Write one paragraph with the
solution4) Find an image5) Pick a specific, punchy headline
Email [email protected] and we’ll get you at least 5 great CMS links.
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Book RecommendationsBook Recommendations
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Blog RecommendationsBlog Recommendations
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QuestionsQuestions
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Thank you.Thank you.
Steve BurgeOpen Source TrainingAtlanta, [email protected]
Steve BurgeOpen Source TrainingAtlanta, [email protected]