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  Writing for the web

Half day in-company training course

"I found the course extremely useful - I work on our website so am already aware of certain opportunities but this course really opened my way of thinking.  I'll definitely take points on board - really relevant to all the work we are doing at the moment."

There are some key differences in writing for the web and writing for print.  This session prompts delegates to adapt their style to the media and to learn more about the latest theory behind good web journalism.  It is designed for anyone who needs to contribute digital content.

Outline

Delegates are welcome to bring content that they want to put online; if this is not possible the trainer will provide material.

Web vs print: the differences

  • How people ‘read’ online content
  • Following the eye
  • The F-shape
  • The 'skim' factor versus 'depth reading' - how reading online evolved
  • The mobile reader

What does this mean for writing?

  • The importance of the first screen
  • Using key words to pull in readers
  • Using the pyramid
  • Keeping the elements short
  • Content that works well on the web
  • The importance of visuals

Doing it: Delegates will analyse websites, to see what works and what doesn't work

Getting your content found

  • The role of search engines
  • How headlines work on the web
  • Writing summaries that sell
  • Identifying the key words users will search for
  • Getting key words in key places
  • The importance of linking
  • Using images and other visual elements well

Doing it: Delegates will write a short piece of content for search

Writing to be shared

  • What makes content shareable?
  • Possible formats
  • Suiting the content to the platform
  • Moving away from straight news headlines

Doing it: Delegates write heads and summaries for content that is designed to be shared

To do lists

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About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 00 44 (0)1428 722105 to see how we can help you and your staff.  Read more...

Training Consultants

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Learn direct from the best in the industry.  Our consultants, trainers and writing specialists are all experts in their field, and work with Europe's leading media owners, publishers and content providers to improve skills, efficiency and creativity.  Read more...

Contact us

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Please let us know if you want to learn more about our e-learning or tailored in-company training.

You can email us or call on 00 44 (0)1428 722105 to discuss your needs in more detail.

Affiliates & partners

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ETC is pleased to work with and recommend a growing number of carefully selected partners.  Meet our partners here...

Creating content

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We have a large pool of expert talent available to create high quality content for your print or digital projects.

Our award-winning writers can help you create web content, online communication or persuasive marketing copy.  Read more...

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