Business Writing in Digital Business Writing in Digital AgesAges

Who we are and what we Who we are and what we do?do?

minute-by-minute coverage with an international context.

full global picture news, analysis and editorial

commentary on business and related stories.

Launched in 2005/16 editions, 10 languages

Third (3rd) top most visited online business news Web site (Alexa)

ChallengesChallengesCONTENT

◦Exclusivity – Information can be obtained somewhere else

◦Competition with news agencies – Information can be obtained somewhere else first

◦ Insightful journalism –Making Sense of the information: Reviews and Analysis

◦“Pointer” articles – Points to content in other news Web site.

ChallengesChallengesSTYLE

◦Social Media – “Coffee Table Talk” developed by NPR

◦The Magic “F” – People view your pages in an ‘F” shaped pattern

◦SEO – Relates to Google News, Google Finance, and other news aggregators

STYLESTYLESocial Media Friendly

◦Plain English No local color/No “Philippine English”

◦Casual tone/Lay-man

◦Emphasis on “Is this information worth sharing?” “Aussie ATM Operators Hike Access

Fee to $2.50” “Goldman Sachs Cuts Jobs: Report”

STYLESTYLEThe Magic “F”

◦Online readers consume content in an “F” pattern

STYLESTYLEThe Magic “F”

◦More a Web page design sensibility

◦Inverted Pyramid still applies, but loosely

STYLESTYLESEO and Online Journalism

◦Incorporate key SEO principle More specific language

◦Modify syntax to accommodate “search keywords” WSJ : Trayvon Martin Shooting Death

Sparks Outrage on Social Media Chicago Tribune: Trayvon Martin

shooting: George Zimmerman dreamed of being a cop

NY Daily News: Trayvon Martin shooting: Parents call for George Zimmerman’s arrest 

STYLESTYLESEO and Online Journalism

Online Readers

Digital Content

Washington Post

Forbes

TheStreet.com

Search Engines“Trayvon Martin

Shooting”

STYLESTYLESEO and Online Journalism

◦All about “findability” of your content or REACH

◦Monitoring services providers and aggregators

◦Issues on copyrights and royalties◦Locally, Interaksyon.com and Rappler.com are not indexed by Google News

ChallengesChallengesAUDIENCE

◦Limited attention span – time spent is not counted in hours, but MINUTES

◦Access to multitude of sources – audience could easily switch to more established brands like WSJ and The New York Times

◦Core/Loyal Readers/ New (Unique) Readers

ChallengesChallengesCycle

◦Faster news cycle

◦Shorter production period (Submission to publication last for 30 minutes)

◦Revolves around the stock market (ASX)

ChallengesChallengesCREDIBILITY

◦Editorial Board TheStreet.com’s Jim Cramer (former

hedge fund manager/ best-selling author) Arianna Huffington of HuffPost

◦Journalist By-Line Facebook + Media Google+ Account

Business Writing in Digital Business Writing in Digital AgesAges

Prepared by:Lawrence Villamar