lynda-com-certificate

Headlines:

  • What is this article about?
  • can give away the plot of the article in the summary
  • can be encouraging

Sub Heading:

  • Acts as a sign post to describe the content in the paragraphs directly beneath them
  • helps readers understand if what they want to know is coming up
  • Can help readers skip sections
  • headings are supposed to look more defined
  • Links are the best type of sign post
  • Always link descriptive words
    • Don’t use click here or for more
      • no information wastes space
    • Write text first. Then link.

Who are the visitors?

  • What’s in it for them?
  • Product: Asperational Characteristics
    • time/money saving
  • Service: what does the customer expect to be addressed?
    • quality
    • customer needs
    • fast turn arounds
  • Charity:
    • Intangibles:
      • feeling good, people want to feel like they’ve made a difference
    • Address the actual benefits seen by the recipients of the donation
  • News and Informational:
    • What will the readers learn?
      • make it clear what they are going to learn quickly
    • Summary of key points so they can decide whether they information is worth their time
      • Don’t over exaggerate
    • Lead the article w/ what’s in it for me followed by key examples
      • clearly illustrate how it will help them
    • In all copy it should be about the reader/user, not the writer

Front Load Content:

  • Give away the ending in the beginning and let the “how” be the actual story
  • Less important information can be like a part of a supporting document
  • Avoid Hyperbole
    • exaggerated claims not meant to be taken literally
    • Avoid all types of exaggeration, overstatement, magnification, embroidery, embellishment, excess, overkill, and rhetoric
    • Don’t add facts
    • Additional fluff gets in the way
  • Avoid industry jargon unless necessary
  • Industry terms should be explained succinctly
    • translate into practical examples
      • Ex: explaining the cost of a Segway in used Honda Accords
  • Pictures and case studies help persuade
  • Provide contact details
    • People like help

Provide Information and Images

  • Linking can foster credibility of content
    • only link to relevant content
  • Stock images are a waste of time
  • Pictures
    • Gives perspective
    • Supports article content
    • Helps visitors orient themselves
    • Provides further understanding of the subject
    • Can provide comparisons

 

  • Content expires
    • dangerous to keep out of date content
    • expiration dates should be set for each article when writing/creating
      • typically 6-12 months out
      • No more than 9 months in most cases
      • Create a content management system for reminders
      • Review for accuracy
      • Make changes and republish
      • Remove or archive
      • Check all inbound and outbound links to see if they have expired as well

Seo

  • Well written content is already SEO optimized
  • algorithms change over time
  • Keyword stuffing creates bad content