BlogHer PRO '13: Old-School Skills That Still Matter

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Old-School Skills That Still Matter by Julie Ross Godar at BlogHer PRO '13 in Silicon Valley

Transcript of BlogHer PRO '13: Old-School Skills That Still Matter

DAY 2: WEDNESDAY, OCTOBER 23, 2013 Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Breakout #1: Content 10:00am - 12:00pm Content Optimization Strategy Unleashing Creativity Pivoting Your Brand Old-School Skills That Matter What You Need to Know about Key New Content Platforms: LinkedIn Medium YouTube Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO BREAKOUT #1: CONTENT Julie Ross Godar Executive Editor, BlogHer @Honeybeast www.blogher.com Old-School Skills That Matter Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO You are the newsroom. Image: D. Services via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO #1. Headlines Image: Rusty Parsons via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO POST TITLE Title of post (duh) Use relevant keywords in natural order Think of how people would search for the content youre blogging about Wireless Network: BlogHer Password (case sensitive, one word): BlogHer HEADLINE Programmable areas of site Social media Newsletters If you can naturally add keywords in juicy headline, do so, but its advanced wizardry Conference hashtag: #BlogHerPRO Tips for Catchy Headlines Be USEFUL to the reader, Provide her with a sense of URGENCY, Convey the idea that the main benefit (of reading the story) is somehow UNIQUE; Do all of the above in an ULTRA-SPECIFIC way; and Keep a little of the story UNTOLD. Practice: Upworthy has its editors write 25 headlines for each story. Source: Copyblogger.org Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Find the Balance for Your Voice 29 Cats Who Will Be President Someday may not work for your brand or intended audience. Monitor your metrics for wording that works A/B test when possible Look at your blog/promotions as a whole to make sure its not looking redundant. Write them into the editorial/promotional calendar if you can. Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO #2. The Most Important Paragraph Image: Rick Harris via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO The Inverted Pyramid Image: The Air Force Departmental Publishing Office (AFDPO) derivative work: Makeemlighter (Inverted_pyramid.jpg) [Public domain], via Wikimedia Commons Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO LEDE GRAF (Lede = Lead Graf = Paragraph) Image: Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO TL; DR Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO NUT GRAF Image: Gilles Gonthier via Flickr / Creative Commons license Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Newsy posts Bloggy posts Reporting, straightforward facts (tutorials, eg) Put in lede -- first graph Who, what, where, why, how (as relevant) Think of the inverted pyramid as you write Not necessarily first paragraph, but nut graf should be far up enough for readers and search engines to notice Answers Why should we care? Put in your summary/meta description field (so people know why to care) Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO #3. Fact Checking Image: Proofreader with red pen checks a transcribed page, Shutterstock.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Images: YouTube video Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO IF YOUR MOMMA SAYS SHE LOVES YOU ... Image: thegraphicsfairy.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO IF YOUR MOMMA SAYS SHE LOVES YOU ... CHECK IT OUT! Image: thegraphicsfairy.com Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Best Practice: When you can, link to claims of fact to sources of record: NYT, Washington Post. If somethings happening right now and only reported by a single source, note that. This takes the burden of reporting OFF you and puts into ON the reporters. BONUS: It is also still a generally good thing for SEO. Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO Resources Headlines http://www.slideshare.net/Upworthy/the-sweet-science-of-virality http://www.copyblogger.com/magnetic-headlines/ http://www.theawl.com/2013/01/take-a-minute-to-watch-the-newway-we-make-web-headlines-now More about lede and nut grafs http://www.poynter.org/how-tos/newsgathering-storytelling/writingtools/225036/why-stories-need-a-focus-or-do-they/ http://johnkrolldigital.com/2013/09/7-common-pitfalls-of-newspapernarratives/ Fact checking Breaking news on Twitter: Follow @acarvin for examples http://grammarguide.copydesk.org/2012/01/02/check-the-facts-10tips-for-copy-editors/ Wireless Network: BlogHer Password (case sensitive, one word): BlogHer Conference hashtag: #BlogHerPRO