Writing compelling web content

1. Content writing
workshop
Delivered by Allison Jane Smith
allison.smith47@gmail.com

2. What we’ll discuss
1. keeping the reader in mind
2. writing text that supports our strategy
3. what is important content and what is not
4. rules about good content writing
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3. 1. Keeping the reader in mind
• How do people read on websites?
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They don’t.
Nielsen Norman Group

4. 1. Keeping the reader in mind
• Formatting text
• Using visuals
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5. 1. Keeping the reader in mind
• use headings to break up long articles
• use bulleted lists
• use bolding to emphasize important points
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Formatting text

6. 1. Keeping the reader in mind
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Formatting text

7. 1. Keeping the reader in mind
Formatting text
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8. 1. Keeping the reader in mind
Using visuals
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Source: Skitterphoto

9. 1. Keeping the reader in mind
Using visuals
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Credit: AJS

10. 1. Keeping the reader in mind
Using visuals
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• “Of our operating budget, we spend 79.5% on field
programs and advocacy work, 13.4% on
fundraising, and 7.1% on administration and
accountability.”

11. 1. Keeping the reader in mind
Using visuals
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http://worldvision.com.au/home/default.aspx

12. 1. Keeping the reader in mind
Using visuals
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https://www.pinterest.com/pin/186055028329234664/

13. 2. Writing text that supports our strategy
• Writing to optimise SEO
• Storytelling
• Call to action
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14. 2. Writing text that supports our strategy
• SEO: search engine optimisation
• SEO is about attracting people to your site by
making sure it shows up in search queries
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Writing to optimise SEO

15. 2. Writing text that supports our strategy
• use keywords in headings
• speak the reader’s language
• use words and phrases that users search for
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Writing to optimise SEO

16. 2. Writing text that supports our strategy
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Storytelling
“How To Tell a Story,” Donald Miller.

17. 2. Writing text that supports our strategy
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Storytelling
“How To Tell a Story,” Donald Miller.

18. 2. Writing text that supports our strategy
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Storytelling
2015 SuperBowl commercial
Lost Dog

19. 2. Writing text that supports our strategy
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Storytelling
a hero
the puppy
has a problem
is lost and threatened by wolves
meets a guide
the horses
who gives him a plan
helps chase away the wolves
and calls him to action
take him home

20. 2. Writing text that supports our strategy
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Storytelling

21. 2. Writing text that supports our strategy
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Storytelling

22. 2. Writing text that supports our strategy
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Call to action

23. 2. Writing text that supports our strategy
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Call to action
http://oxf.am/ZNYK

24. 3. What is important content
and what is not
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• important content is what our audience thinks is
important
• what interests our audience?
• what do you look at when you visit websites?

25. 3. What is important content
and what is not
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• interesting: holidays, personal stories, tv shows

26. 4. Rules about good content writing
• Write like a journalist, not like an academic
• Use simple language
• Be concise
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27. 4. Rules about good content writing
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Write like a journalist, not an academic
most of the time:
idea / topic
evidence /
considerations
conclusion
instead, we need to
start with the conclusion

28. 4. Rules about good content writing
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Write like a journalist, not an academic

29. 4. Rules about good content writing
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Write like a journalist, not an academic

30. 4. Rules about good content writing
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Use simple language
Never use a foreign phrase, a scientific word, or a
jargon word if you can think of an everyday English
equivalent.
- George Orwell

31. 4. Rules about good content writing
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Use simple language
• NGO jargon:
• capacity building
• advocacy
• scaling up
• stakeholder
• others?

32. Summary
• keep the reader in mind
• make it easy to scan text and find important
information
• use good visuals
• tell compelling stories
• have a clear call to action
• write like a journalist, not an academic
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33. Questions?
!នសំណួរ?
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34. Thank you!
សូមអរគុណ
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