EXP-0015-F - Digital Marketing Session_How-to-write-for-the-web.pdf

EXP-0015-F - Digital Marketing Session_How-to-write-for-the-web.pdf

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How to write for the web? EXP-0015-F Digital Marke4ng ExCollege Tu;s University Joao Quin4no, M.S.
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How to write for the web How to write for the web?
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How to write for the web If you know how to write , you are already 95% of the way there.
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How to write for the web Why is ‘wri=ng for the web’ different from print? People read differently on the web.
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How to write for the web How Users Read on the Web? “They don't . People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences” . Source: Nielsen 1997
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How Users Read on the Web A research on how people read websites, found that 79 percent of users always scanned any new page they came across; only 16 percent read word-by- word. (Nielsen, 1997) Source: Nielsen 1997
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How Users Read on the Web Source: DEJAN MarkeKng, 2015
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How Users Read on the Web Source: DEJAN MarkeKng, 2015 When asked, the group that doesn’t read full content for their reasons and this is what they said:
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How Users Read on the Web Source: Nielsen, 2006 Heatmaps from user eyetracking studies of three websites. ( F-Shaped PaAern )
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How Users Read on the Web HOW DO YOU CREATE A SUCCESSFUL BLOG/POST?
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Content Wri4ng Best Prac4ces. Pick a topic and a 4tle. Relevant and concise content. Op4mizing images for the Internet Format and op4mize the post (SEO –friendly). Promote your blog posts. Analyze the performance of your blog posts.
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Content Wri4ng Best Prac4ces. Pick a topic and a =tle. Relevant and concise content. Op4mizing images for the Internet Format and op4mize the post (SEO –friendly). Promote your blog posts. Analyze the performance of your blog posts.
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Pick a topic and a 4tle. Write educa=onal content. Answer the ques4ons or problems that people are searching for answers to.
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Pick a topic and a 4tle. When picking a topic, do Keyword Research . Which keywords do your buyer personas use? Which are associated with your industry? Write about those topics to ”get found” and start ranking higher in search results.
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Pick a topic and a 4tle. Pick one topic to focus on per post.
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Pick a topic and a 4tle. Start with a Working Title . Start here to narrow your topic down and focus on one single angle. TOPIC “Choosing paint colors” WORKING TITLE “The Best Colors to Paint Your Kitchen”
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Pick a topic and a 4tle. Include a long-tail keyword in the =tle. It should be based on the topic you’ve chosen for the post.
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Pick a topic and a 4tle. Make the value of the post clear. Set the right expecta4ons –what is the reader going to get out of it?
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Pick a topic and a 4tle. Shorten the =tle to under 60 characters . Google only shows the first 50-60 characters of a 4tle in search results.
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Pick a topic and a 4tle - Quiz Which =tle follows best prac=ces?
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  • Spring '18
  • Joao Quintino
  • Marketing, blog posts

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