With the rise of online platforms, consumers have access to a variety of content such as videos, infographics, pictures and write-ups such as commentaries, reviews and blurbs. The need to communicate both visually and in writing has grown. Although micro-blogging sites such as Twitter, Instagram, Pinterest, Snapchat and Facebook often contain pictures, videos or short messages, many of these posts still point interested readers back to web pages with more substantial write-ups. Effective writing is important for those who want to publish influential content on behalf of companies for editorial or commercial purposes or as insightful individuals.
The videos from this course (ELC002 Effective Online Writing) seek to equip the audience with the foundational knowledge and skills needed to write effectively online. In addition to essential writing techniques, viewers will also learn to establish and cultivate the authority and credibility of their online content by leveraging the content value ladder and understanding basic search engine optimization. Ultimately, writing for the web is an integral part of the digital literacy much needed for anyone who wishes to partake in the information age with confidence and impact.
1. Developing Audience-centric content
From commercial to user-generated content, this video highlights some examples of major types of content you encounter every day on the World Wide Web.
If you would like to build your authority online, watch this video and learn how you can leverage the “content value ladder”, a social media marketing concept, to help you climb the influence ladder and lead the online conversation.
The next video addresses the following questions: How can we define a Web audience? What are their traits? What implications do these traits have for online writing?
2. Creating captivating headlines and captions, and increasing visibility
This video categorises the various social media platforms and focuses on their purposes.
Would you like to attract the attention of the reader? Watch this video to find out more.
Find out how you can determine which keywords to use to attract traffic to your page.
Here are some tips to consider if you wish to increase your visibility online.
3. Writing Extended Text (medium to long)
If you would like to write a longer piece, consider the structure of your write-up in order to sustain the interest of your reader.
Here are some practical tips about organising content to entice and engage web readers.
Also, consider the delivery and style of writing by watching the following video.
This video discusses appropriate media language online.
4. Search Engine Optimising Websites
The following videos are helpful for those who have just started out building their website and would like to understand the basic mechanisms of search engine optimisation.