Focusing Online Content for Short Attention Spans
December 11 @ 1:30 pm - 3:30 pm
Faculty: Will Schermerhorn, AtomStream Communications, LLC
Course Objective: Learn how to make your marketing text and photos work for online audiences with short attention spans.
Short online attention spans mean every sentence–and every second–count. This workshop shows how to hook online visitors who may stay just 8 seconds. It’s not tech, design or strategy. It’s about thinking. It’s about diving to the core of communication and organization impact. That core leads to a framework for action. Attendees will learn to show impact through text and photos. They’ll answer three simple questions to define audience, context and impact. They will pump energy into limp sentences. They’ll tune reading levels to boost engagement. They’ll learn marketing missteps to avoid. The workshop reveals how to gauge progress with web analytics. They’ll leave with a nonprofit impact mind map, an analytics one-pager and tips for writing for readability.