Knowing the techniques of writing for the Web
- Writing to communicate: Product communication, BtoB, institutional, crisis, etc.
- Taking into account the specifics of Web media.
- Learning all the reading media that exist today: Laptops, e-readers, tablets, smartphones.
- Writing to be read: Offering value-added, consistent content in keeping with your style.
- Writing to be seen: Natural SEO mechanics; improving how your pages are written.
Hands-on work
Discussions and sharing experiences.
Organizing information and content
- Knowing and understanding the reader: “F”-reading, reading while surfing, etc.
- Defining an editorial strategy: Objectives, angles, tree structure, etc.
- Building reader loyalty.
- Working on ergonomics: Homepage, browsing levels, shortcuts, links, etc.
- Being readable: Clarity, effectiveness, accessibility, friendliness, etc.
- Varying the content.
- Writing for social media.
Hands-on work
Draft of an editorial style guide.
Writing content for the Web
- Informing: The 5W rule, different types of plans.
- Adapting your style to the Web: Syntax, vocabulary, text length, etc.
- Titles, decoration, graphic writing.
- Choosing colors.
- Finding information to add to your site: RSS, aggregators and syndication, etc.
- Complying with Web legislation.
Hands-on work
Writing articles for a Website.
Adapting and enhancing Web content
- Rich Media: Enhancing your text with visuals, videos, sound.
- Using links: Internal links, external links.
- Giving a sense of depth.
- Ranking and promoting content.
- Scripting your content: Breakdown and progress.
Hands-on work
Adapting and enhancing texts.
Copywriting
- Making titles, subtitles, intertitles and lead-ins.
- Applying Web-related typographical rules.
- Verifying ponctuation.
Hands-on work
Correcting and improving texts.
Optimizing your content
- Improving your SEO.
- Using a keyword generator.
- Optimizing your visibility on the technical site: Code and html tags.
2d
- 14h00 
