Presentation on theme: "Writing and Editing for the Web. What We Do Have a strategy first, what’s yours? Build affinity audiences in our core silos To be the “best of the Twin."— Presentation transcript:
Have a strategy first, what’s yours? Build affinity audiences in our core silos To be the “best of the Twin Cities” to an affluent, younger, female audience who are deeply engaged in local dining, shopping, homes, health, events NOT a magazine archive; daily lifestyle content producer Aggregator and partner
7 Newsletters (push) 7 Blogs update daily (community, POV) 1-2 videos a week (multimedia) 2 Party Patrols a week (community/multimedia) 2-3 Contests + Sweeps/mos. (engagement/lead gen) Web Extras and mag tie-ins: quizzes, polls, videos, interactive maps, slideshows, etc. (engagement/mag-web integration) Magazine content from MSP, weddings, shops, law (content) Events ongoing all year long (promotions/conversions)
Key findings from Poynter Institute study on how readers read online. (http://eyetrack.poynter.org) Reading Depth: Participants read deep into stories (including jump text) in print and online, although reading decreased as story length increased.
Information Recall: Alternative story forms (including Q&As, timelines, lists and fact boxes) helped readers remember facts presented to them in a test of six different prototype designs of one story. Reading Sequences: The contrast between print and online points of entry is especially stark. Headlines and photos were the first visual stop for print readers; navigation was the first stop for online readers.
Your story is a package, not just text. Less is more. Bullets, small paragraphs, etc. are preferred.
HEDS/DEKS need to be straightforward. NO: Apple of Your Eye YES: Health Value: Apples Link within text (choose phrases), but do not say “click here.” Remember SEO (search engine optimization) when linking. Style, style, style.
Taking a long feature and breaking it into multiple articles is one way to make content more digestible for the user. What is highlighted in red is the part of the feature that we used for our first story on arts in Detroit.
Getting writers and editors involved at story conception is a priority. In this case, I was able to sit in on the original conception meeting, and we discussed both how the story would work in print and online. As a result, not much work had to be done to get the material ready for the web.
When you have a feature that contains great photos, create a slideshow. Creates interactivity with the user Formatting generally tends to be easier than embedding a photo within the text.
For this story, we used the text as the captions for the slideshow. Depending on the content management system you are using and your expertise, however, you can create a separate story and slideshow that are connect to each other.
Use voice and target content to your core audience
Magazine titles don’t always translate to web Before: Award-Winning Twin Cities After: The New West End Development Restaurants
Push content to audience Your audience is at deeper level of engagement because they’ve opted in Balance e-news exclusive content in tandem with links pushing back to mspmag.com Scannable, use BEHAVIOR to tweak content