Web Writing Workshop with Shel Holtz and Ann Wylie On-Site Training
Get clicked, read, shared and liked with Web pages, blog posts and social media messages that reach readers online
What You'll Learn
Day 1: Reach Readers Online with Ann Wylie
Create Content Marketing Pieces That Almost Write Themselves
Instead of pitching your products, try positioning your organization as an expert in your field with relevant, valuable, interesting content marketing writing. Become the source of a fascinating stream of entertainment and news you can use, and watch your prospects turn to you first when they need your products, services, programs and ideas.
BUT - and, as PeeWee Herman said, everyone has a big but - content marketing pieces aren't news. That means the techniques you use for other types of messages most likely won't work for content marketing. In this session, you'll learn how to:
Cut Through the Clutter Online
Is your blog post or status update easy to read? According to communication experts, that's one of the two key questions people ask to determine whether to read a piece - or toss it.
Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of writers who could actually apply it.
But you'll leave this session with "the numbers" you need to measurably improve your copy's readability. Specifically, you'll learn:
Lift Your Ideas Off the Screen
Sixty percent of your audience members aren't reading your copy, according to estimates by two professors at the University of Missouri. So how can you craft online messages that reach non-readers?
In this session, you'll learn how to use your online display copy - headlines, links and subheads, for instance - to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers. Specifically, you'll learn how to:
Day 2: Get the Word Out On the Web with Shel Holtz
Get the Picture With Social Visual Communication
Transformation happens before our very eyes: Consider the rise of images as a primary communication form. Not only do people consume online images more than online text (Instagram, Pinterest, Facebook, Tumblr and others), they also engage more with images than they do with text.
Fueled by the mobile web's integration into everyday life, image communication has become part of the mix for most of Interbrand's top 100 global brands. In this environment, communicators must know how to craft images that tell stories for audiences immersed in visual channels. In this session, you'll learn how to:
Build Buzz With Digital Storytelling
Research shows: Customers in B2B and B2C worlds have no interest in being pitched through social media and digital channels. There are ways, however, to connect with audiences in compelling ways that keep them coming back for more while inspiring them to share their experiences with their own networks.
Telling stories is a timeless means of drawing audiences to your message. Now the digital space has opened the potential for new techniques that leave audiences buzzing. In this session, you'll learn how to:
Write For the Small Screen
The world is going mobile - fast. Today's schoolchildren will be the first in decades to live without a computer. Their smart-phones, tablets and smart TVs will meet all of their digital, connectivity and computing needs.
Communicating via mobile is much more than shrinking Web pages to fit smaller footprints. People behave drastically differently with mobile devices than with tethered computers. So how you write - even what you write - requires a new approach. In this session, you'll learn:
Help Readers Find You
Everybody's talking about content marketing. Few, however, do it right. And many find themselves suffering what consultant Mark Schaefer refers to as "content shock" - that point at which the time and money it costs to get your content found will exceed the value you get from it.
But you don't need deep pockets and high production values to overcome content shock. Make sure your audience finds your content, pays attention to it, engages with it and shares it with these content-marketing techniques. In this session, you'll learn:
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