webinar for KASK - Digital Storytelling

1. 01/02/2021 – KASK Digital Storytelling
WRITING WEB CONTENT

2. Hi, I am Kristof!
kristof@ilikemedia.be | @kristofdhanens | @ilikemediateam | slideshare.com/ilikemedia
2007 2008 2013 2016 2017

3. WOLFRAM
KRISTOF
PIETER
EVELIEN
CHRISTOPHE
VEERLE
I Like Media, freelance collective
of digital communication trainers
BRECHT
LEEN

4. OUR BLOG
www.ilikemedia.be/blog

5. ONLINE VERSUS OFFLINE TEXTS?

6. 6 TIPS TO MAKE WEB TEXTS GREAT AGAIN

7. 1
Create digital concepts,
not just texts for websites

8. 3 MAIN TEXT TYPES
1/ MICRO TEXT
Short texts that trigger people
to click and read the whole piece of content
2/ MESO TEXT
News articles, blog posts, lists…
that tell your readers a certain story
about you or your company
3/ MACRO TEXT
Static pages on your website
that contain the services or goods
you actually want to sell

9. MICRO TEXT

10. MESO TEXT

11. MACRO TEXT

12. Digital
strategy
Target audience
Goals
Channels
Platforms
Content
strategy
Which content will
help to achieve your
goals?
Content
schedule
When will you
trigger your target
audience?
How will you
cooperate?
STRATEGY IS EVERYTHING

13. INSPIRATION
PUBLISH
CREATE
GOOD CONTENT
RETHINK
EDIT

14. 2
WRITE WHAT YOUR AUDIENCE
WANTS TO READ

15. CONTENT CAN BE EVERYTHING

16. TUTORIALS

17. LISTS

18. TESTIMONIALS

19. INTERVIEWS

20. RECYCLE SOCIAL CONTENT

21. LOOKS LIKE INSTAGRAM GUIDES?
Explore this guide

22. WRITING AN ARTICLE ON LINKEDIN
Read the whole article

23. SPREAD YOUR CONTENT
Must read: thenextweb.com/newsletter/2019/01/10/7-lessons-we-learned-from-our-year-long-newsletter-experiment

24. 3
A KILLER TITLE
IS ALWAYS A GOOD START

25. A KILLER TITLE…
Is not too long (10 words max)
Is clear: use the words your audience uses
• Don’t write: ‘Digitalize your professional skills’
• But write: ‘5 apps to work more efficiently at your office’
Answers the most important question in your title
• Don’t write: “Smartphones are no longer welcome at school”
• But write: “France forbids smartphones in schools”

26. A GOOD TITLE IS INDEPENDENT
AND DOES NOT NEED SUBTITLES

27. CLICKBAIT?

28. IS CLICKBAIT BAD?
Clickbait = “you constructed a title so good that a lot of people click on it”
Must read: www.brandwatch.com/blog/nathalie-nahai-psychology-behind-social-behavior

29. MAKING PROMISES AND FULFILL THEM!

30. MAKING PROMISES AND FULFILL THEM!

31. TITLES THAT MAKE PEOPLE CLICK
6 reasons why…
This is how you…
12 crazy ways to…
The complete guide for…
4 secrets about…
Checklist for…
What nobody tells you about…
The biggest mistake I made when…
7 tips for…
The formula for…
This is how you get rid of…
…
Read more: www.audiencebloom.com/101-title-ideas-for-your-next-blog-post

32. 4
MAKE SURE PEOPLE
CAN SCAN YOUR TEXT

33. PEOPLE READ DIFFERENTLY ON THE WEB

34. TURN YOUR TEXT UPSIDE DOWN
Classic text Modern text
conclusions
Lead contains most important
conclusions
lead

35. THINK MOBILE!
• 1,55 miljard gebruikers
• 5,9 miljoen gebruikers in België
• 4,5 miljoen Belgen elke dag
• 3,5 miljoen Belgen elke dag
• 45+ snelst groeiende doelgroep

36. http://contentmarketinginstitute.com/2015/04/content-engages-mobile-readers/
MOBILE WRITING

37. DON’T WRITE SHORTER TEXTS,
WRITE BETTER TEXTS

38. TEXTS THAT SCAN EASILY

39. MAIN TITLE
PHOTO / VIDEO
LEAD
SHORT
PARAGRAPHS
LIST
MEDIA

40. TEXTS THAT SCAN EASILY

42. • Use dark letters on a light background
• Use enough whitespace
• No text blocks in italic
• Always align your text to the left
• Do not underline words that are not links
• Make your carewords bold
• Do not yell: no complete sentences in capitals
TEXTS THAT SCAN EASILY

43. FONT?

44. LONGREADS

45. USING LINKS
• Don’t use too much links in one text
• Make clear what is the destination of a link
• Make deeplinks (link to the exact subpage in stead of the home page)
• Link carewords, they have to stand out of your text
• Never use ‘click here’

46. DO YOU HAVE TO LINK?

47. RELATED CONTENT

48. DO NOT USE TOO MUCH LINKS

49. 5
USE PICTURES THAT
GUIDE YOUR READERS

50. USE PHOTOS YOU ARE ALLOWED TO USE
Check this list: vlcm.be/2015/07/gratis-stockphoto-icon-en-vector-websites-de-ultieme-lijst
www.pexels.com www.unsplash.com
www.pixabay.com
Your suggestions?

51. CREATIVE COMMONS

52. “SOME RIGHTS RESERVED”

53. ALWAYS FILL OUT ALT TEXT

54. HOW TO EDIT PHOTOS?
Desktop: Pixlr, Photopea, Canva Mobile: Snapseed, VSCO, Lightroom

55. ALL-IN ONE? INSHOT
www.inshot.com

56. PUT PICTURES BETWEEN PARAGRAPHS
DON’T ALIGN THEM

57. CHOOSE FOR LANDSCAPE MODE

58. 6
MIX MEDIA INTO GREAT STORIES

59. WHAT DO YOU NEED FOR A GREAT STORY?
Setting
Characters Narrator (POV) A plot
Emotie
1. 2. 3.
4. 5.

60. USE EMBED CODE

61. STORYTELLING TOOLS

62. EMBED TWEETS, SLIDES, MAPS…

63. MAKE INFOGRAPHICS WITH PIKTOCHART

64. MIX MEDIA AND CREATE VISUAL STORIES
Lees dit interactieve verhaal

65. PAGEFLOW
www.pageflow.io (free trial)
Check this example

66. BROWSE YOUR FAVORITE WEBSITE / BLOG:
FIND A GOOD ÁND BAD EXAMPLE
Post it here: http://bit.ly/kask0302

67. THANKS FOR LISTENING!
Send your questions to
kristof@ilikemedia.be
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www.slideshare.com/ilikemedia
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