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mspmag.com

mspmag.com. Writing and Editing for the Web. mspmag.com Content. What We Do. msp mag .com Content Strategy :-)). Have a strategy first, what’s yours? Build affinity audiences in our core silos

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mspmag.com

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  1. mspmag.com Writing and Editing for the Web

  2. mspmag.com Content What We Do

  3. mspmag.com Content Strategy :-)) • Have a strategy first, what’s yours? • Build affinity audiences in our core silos • To be the “best of the Twin Cities” to an affluent, younger, female audience who are deeply engaged in local dining, shopping, homes, health, events • NOT a magazine archive; daily lifestyle content producer • Aggregator and partner

  4. Content Snapshot ;) • 7 Newsletters (push) • 7 Blogs update daily (community, POV) • 1-2 videos a week (multimedia) • 2 Party Patrols a week (community/multimedia) • 2-3 Contests + Sweeps/mos. (engagement/lead gen) • Web Extras and mag tie-ins: quizzes, polls, videos, interactive maps, slideshows, etc. (engagement/mag-web integration) • Magazine content from MSP, weddings, shops, law (content) • Events ongoing all year long (promotions/conversions)

  5. Twitter.com/mspmag

  6. mspmag.com Content How We Do It

  7. Your Reader • Key findings from Poynter Institute study on how readers read online. (http://eyetrack.poynter.org) • Reading Depth: Participants read deep into stories (including jump text) in print and online, although reading decreased as story length increased.

  8. Your Reader • Information Recall: Alternative story forms (including Q&As, timelines, lists and fact boxes) helped readers remember facts presented to them in a test of six different prototype designs of one story. • Reading Sequences: The contrast between print and online points of entry is especially stark. Headlines and photos were the first visual stop for print readers; navigation was the first stop for online readers.

  9. How People Read

  10. Areas of Importance

  11. Repurposing Content for the Web: Key Factors • Your story is a package, not just text. • Less is more. • Bullets, small paragraphs, etc. are preferred.

  12. Repurposing content for the web: Key Factors • HEDS/DEKS need to be straightforward. • NO: Apple of Your Eye • YES: Health Value: Apples • Link within text (choose phrases), but do not say “click here.” • Remember SEO (search engine optimization) when linking. • Style, style, style.

  13. Case Study #1: deltaskymag.com Detroit • Taking a long feature and breaking it into multiple articles is one way to make content more digestible for the user. What is highlighted in red is the part of the feature that we used for our first story on arts in Detroit.

  14. Case Study #1: deltaskymag.com Detroit

  15. Case Study #2: mspmag.com/health

  16. Case Study #2: mspmag.com/health • Getting writers and editors involved at story conception is a priority. • In this case, I was able to sit in on the original conception meeting, and we discussed both how the story would work in print and online. As a result, not much work had to be done to get the material ready for the web.

  17. Case Study #3: deltaskymag.com New York • When you have a feature that contains great photos, create a slideshow. • Creates interactivity with the user • Formatting generally tends to be easier than embedding a photo within the text.

  18. Case Study #3: deltaskymag.com New York • For this story, we used the text as the captions for the slideshow. Depending on the content management system you are using and your expertise, however, you can create a separate story and slideshow that are connect to each other.

  19. Case Study #3: deltaskymag.com New York

  20. Case Study #3 • Here we have created a link right under the feature photo for “View Slideshow.”

  21. Basic Web Writing Premises • Useful: Know what I want and show me you do Help me do something Deliver on your promises Get out of my way Source: Brain Traffic 2009

  22. Useful

  23. Basic Web Writing Premises • Usable: Educate me quickly prompt me in context get out of my way Source: Brain Traffic 2009

  24. Usable

  25. Basic Web Writing Premises • Enjoyable: Be personable Reward me Entertain me Make my life easier right now Source: Brain Traffic 2009

  26. Enjoyable

  27. Enjoyable • Use voice and target content to your core audience

  28. Titling • Magazine titles don’t always translate to web Before: Award-Winning Twin Cities After: The New West End Development Restaurants

  29. E-Newsletters • Push content to audience • Your audience is at deeper level of engagement because they’ve opted in • Balance e-news exclusive content in tandem with links pushing back to mspmag.com • Scannable, use BEHAVIOR to tweak content

  30. Scannable

  31. Subject lines • Action and benefit oriented “Your May Issue of Delta Sky is Here” “VIP: Very Important May Parties” “Swag | Get Ready for Mother’s Day + Start Seeing Swimsuits”

  32. Blogs • mspmag.com blogs brand editors • Popular content on mspmag: fresh, frequent, voice, community, web-only • High-profile personalities and provocative topics get more traffic and comments

  33. And Finally… • For all the Type-As out there: schedules and manuals  • Creating these is pertinent to the maintenance and user-friendliness of your site.

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