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Web Writing

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The Case for User-Friendly Web Content
Advancement Weekly Article Quality website content improves your site’s search engine rankings—but the argument for thoughtful web information goes far beyond that, writes one marketing expert.

Time for a Buzzword Diet
CURRENTS Article Every industry has its jargon. Advancement professionals are known offenders, using not only the words listed above but also many more. Leverage and impact, anyone? To help decrease the jargon in your office, the Kentucky-based creative agency Cornett has gone super-meta with the Marketing Buzzword Jar—a playful creation designed to make professionals think about the language they use.

Office Space: On Media and Mentoring
CURRENTS Article This column examines the lessons one communications professional learned about collegiality while building a campus news operation that recruited campus colleagues without a journalism background to contribute to the institution's news website.

Office Space: Wiki Wisdom
CURRENTS Article This column discusses why Wikipedia and higher education have a natural relationship; why understanding how Wikipedia works is an important media literacy skills for students, faculty, and staff in higher education; offers brief explanations about the Wikipedia editing process; provides some do's and don'ts; and highlights the recently expanded Global Education Program, which encourages faculty to include Wikipedia editing in course curricula.

Add Personality to Your Web Writing to Increase Readership
Article,  BriefCASE Article Short and to the point are well-known mantras for web writing, but web content should also be personable, clever and even fun to read, according to a communications expert and speaker at the 2010 CASE Summer Institute in Communications and Marketing.

Office Space: The 10 Laws of Storytelling
CURRENTS Article To keep someone clicking on your site, give them quality content.

Web Sight
CURRENTS Article Writing for the Web is not just a matter of writing shorter--it’s more than just "write short heads and get to the point." People who know the technology aren't familiar with some useful design/editorial principles that are print-based but still applicable to the Web. People who know print don't think much of it is transferable to the Web or they get at it from one angle and don't see the communications gestalt. This article explores these ideas and describes how to use marketing, cognitive, and linguistic strategies to produce text, which is different from just "writing copy."

Tech Support: Shape Up Your Web Content
CURRENTS Article Institutional Web site content must be focused, concise, current, and personal. To achieve this: 1) Craft the core content on high-level pages to directly support central institutional messages. 2) Make copy brief and present it in small, easily scanned portions. 3) Set an expiration date for your content and work hard to enforce it. 4) Provide content that meets the needs of the individual, using customized pages, "microsites," identifiable spokespeople, and opportunities for feedback.

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