PROJECT

DATE

CLIENT

1/28/16

LETTING GO OF THE WORDSCH. 1 AND 2

Today’s Topics:

Reading QuizWhy we need to think about communicating.Content IS a conversation.

Why DO we need to communicate well online?Harnessing social

capital“Tools don’t get socially interesting until they get technologically boring.”New communicative revolution.For the first time, media is good at having many to many conversations.

Content = Conversation

People come for the content.Info that is

easy to find

easy to understand

accurateup to date

credible

Web = phonePeople don’t come for the documents. They come for the conversation.

Information

Questions

To do it well, you have to UNDERSTAND the desired conversation and satisfy it.

Skim and Scan

Audiences read little online. The instead skip through the pathway of links.

Writing well = having successful conversationsGood web writing:

Answers questionslets readers ‘grab and go’asks you to come againmarkets to a target audienceuses SEO wellis accessible to all

Grab and GoBreak your text up (chunking)

Start with key messages

KISS (sentence and paragraphs)

Lists and tables

Meaningful links

Illustrate your content

Välkommen

Paper -> you start the conversation

Digital sites -> you don’t exist until someone finds you.